Reading Time: ~3 Mins | Written By: Simon Frackiewicz
Being able to reach your ideal customer efficiently is a key component of scaling your small business. Sounds obvious, right? There are many channels a marketer can use to do this, but none are so immediately impactful as Google Ads. Google Ads can rapidly increase brand awareness, consideration, and sales for your small business because of its unique ad formats. But what does that mean for you and your business? How can you take action and implement Google Ads in your marketing mix?
Reach Your Ideal Customers
One of the best ways to drive results for your small business is to run Google Search Ads. It’s simple, effective, and requires very few assets to get started. Google Search Ads allows you to show ads to people who are searching for your products or services using keywords.
These keywords are meant to match up with the user search terms to trigger your ads. Because of Google’s optimization algorithms and Smart Bidding, Google will automatically show your ads to users who are most likely to click and do business with you. But how do you get users to click on your ads?
Customize Your Message
Crafting your unique value proposition and using it to spearhead your advertising campaigns will be key to using Google Ads for your business. You can create Headlines, Descriptions, and Ads Extensions that are designed to show your value proposition to your customers, maximizing their likelihood of clicking and converting.
Write things that make your business unique from your competitors and support your value proposition, such as “Free Shipping”, “Same Day Service” or “Free Consultations”. Using these supporting value statements in your ad copy will show Google Search users your best side, increasing their likelihood of clicking through. But in paid advertising, clicks cost money. How do you manage how much you spend?
Control Your Budget
Reaching your ideal customers at the right times and right places automatically sounds like a small business owner’s dream. The only thing is, it comes at a price. The cost of advertising will depend on what you are advertising and who you are targeting. You are charged for paid advertising when a user clicks on your ad. This is why it is commonly referred to as Pay-Per-Click Advertising or PPC for short. The amount that you pay for a user’s click on your ad is called the CPC, or Cost-Per-Click. CPC directly impacts how much or how little you will pay at any given time for advertising.
Google Ads automatically manages your money for you by allowing you to set a daily budget that your campaigns will spend as competitively as possible, without going over your budget. This way, you will always be maximizing the value of every ad dollar you spend. But how do you know if your ads are performing well?
Measure Your Results
Use key industry-standard metrics such as Click-Through-Rate, Cost Per Click, Conversion Rate, and Cost Per Conversion to measure the efficiency and effectiveness of your ads. By knowing which ads are producing the most results and for a good cost, you can best choose where to invest your efforts for maximum long-term success.
Scale Your Business
Choosing Google Ads will allow you to be seen by your ideal customers at the right time, in the right place. All of these features will make Google Ads the sharpest tool in your belt as a marketer and small business owner.