How to Get Your Business Found with Google Ads
Google Ads is a tool that helps put your business in front of customers who might be searching for what you offer. By far the world’s leading Pay-Per-Click (PPC) advertising platform, it gives you control to run campaigns, track their progress, and switch things up as needed. And it’s easier than you might think, even for the non-technically-minded small business owner! With a well-aimed campaign and the right keywords, you can get your brand out there — no need to call that advertising agency. What is Google Ads? Since its launch in 2000 (as Google AdWords), Google Ads has grown into the internet’s biggest Search Engine Marketing (SEM) tool. More than a million businesses worldwide are using it today. ‘Ads operates on a Pay-Per-Click (PPC) model. That means you only pay when someone clicks on your ad. No clicks, no charge. So while it isn’t free, it can be a very cost-effective way to put your business out there in front of potential customers. The beauty is that it lets you reach people who are already searching for what it is you do or offer — be that a baker in Bristol, a hairdresser in Harrogate, a florist in… you get the picture. One advantage of online ads is that they’re much more targeted and measurable than traditional ones: unlike with billboards or magazines, where you pay regardless of whether anyone notices, Google Ads lets you set your own budget and track performance, so you know exactly where the money’s going. Google claims that for every $1 spent on Google Ads there’s a return of $8. While that’s based on an average across all industries, it can certainly do a lot for smaller businesses, too. More than half of small-to-medium-sized businesses (SMBs) run PPC campaigns today. For reference, the average conversion rate for Google Ads on the search network is about 4.4%. Interestingly, paid ads like these perform up to five times better on mobile devices by some estimates. This just goes to show the importance of having a site that works well on mobile. SERP – Author: Seobility – License: CC BY-SA 4.0 What’s the difference between SEO and SEM? Search Engine Optimisation (SEO) is about improving your website’s position in search results “organically”, without paid ads. The focus is on things like keywords and quality links to help your site rank higher. It’s a slow process, but it works. Search Engine Marketing (SEM) is about paid ads that put your business in front of customers right away. The online ads you see on Google belong to the SEM category. While SEO builds long-term, SEM helps you get noticed right now. As we’ll get into, Google Ads don’t just show up in search results — they can also appear on websites, and on apps like YouTube. This can put your business in front of customers, wherever they are. For more: Local SEO in 10 – How Do I Get My Business Found Online? How to get started with Google Ads Let’s walk through the steps to help you set up your campaign and start seeing results. Before we get into it, we’ll assume you’ve already built a great website with Website Builder or Managed WordPress. Be sure to create a Google Business Profile so you can get found on maps, also. Throw Google Ads to the mix and you’ll have all the right tools in place to get found exactly where your potential customers are searching. 1. Sign up and set up your Google Ads account First, head to the Google Ads home and sign up. You’ll need to enter your business name and website URL. If you already have Google accounts like Analytics, linking them will speed up the setup process. You’ll be taken to the main dashboard, which is easy to navigate and will look like the above. This is where you’ll be able to create and monitor your campaigns. 2. Choose your campaign goal Once you’re all set up, it’s time to pick your campaign goal. This is the big picture – what do you want your Google Ads to achieve? Choosing the right goal helps Google fine-tune your ads and target the perfect audience for the best results. Google Ads offers several options depending on what you want to achieve. Here’s a look at your options: ☐ Drive website clicks – More clicks, more eyes on your business. ☐ Generate leads – If you’re after sign-ups, form submissions, or customer inquiries, this is the one. ☐ Boost sales – Set this goal to focus on increasing purchases or conversions on your site. 3. Set your budget and bidding When you’re running Google Ads, bidding is how you decide how much you’re willing to pay for each click on your ads. You’ll want to decide whether a daily or monthly budget works best for your business and goals. If you’re new to this, it’s a good idea to start small, then gradually increase your budget as you begin to see what’s working. When it comes to bidding, there are two main ways of going about it: ☐ Manual bidding – Setting the maximum amount you’re willing to pay per click for full control. ☐ Automated bidding – This lets Google optimise your bids to get the best results within your budget. 4. Start creating your ads Google Ads gives you lots of ways to get seen. You can choose different ad formats depending on how you want to reach potential customers. Choose your ad format Search Ads appear as the “Sponsored” ads on top of Google when people search for something related to your business. These are great for reaching customers who are ready to buy. Search Ads are great for reaching customers who are ready to buy and usually feature only headlines and descriptions, so no image is needed. Display-based Ads, which do include images, appear across various platforms and target users based on their interests, even when