By using Google AdWords, your small business can reach the top of Google and get a huge boost in traffic. This article deals with how to advertise your small business on Google to achieve high traffic volume to your web site. Also, be aware that Google Adwords will be called Google Ads beginning July 24, 2018.
Advertising on Google is one of the most effective ways to help users find your website and your products. When you set up Google advertising, your page has the potential to show up at the top of Google’s results page depending on what users search. Whether its users looking for the type of business you own, specific products or services or just companies in your area, Google advertising is a powerful marketing tool.
How to Advertise Your Small Business On Google
Whenever you see a link at the top of Google’s search results that has a small “Ad” next to it, you’re seeing an AdWords affiliated business. The advertisements are placed at the top and bottom of organic search results, which is what makes AdWords so effective.
Users are much more likely to click on an AdWords result for two key reasons: it’s at the top of the page, and it looks similar to an organic search result.
How it works
Websites on Google AdWords platform will place bids on certain keywords that are being searched by users. Google provides keyword data and tools to help you find the right keywords for your business and shows you which words get the most traffic. Google displays ads on the results pages based on the keywords users enter in their search, so it’s important to bid on the right ones. For example, a New York City clothing shop could place bids on keywords such as “clothing NYC”, “jeans”, or “summer outfits”.
Placing bids is a competition. How often your ad shows up at the top of Google will depend on how much you spend compared to your local competitors. Money alone might not get you to the top, however. Google evaluates the quality of your website and relevance of your ad when deciding the winner. So, it’s important to put effort into your website before you shell out money on advertising.
Google AdWords Advantages Over other Advertising Methods
Google AdWords carries a few key advantages that make it worth the investment compared to traditional forms of advertising. Here they are:
1) Searchers have Immediate Intent to Buy
It’s extremely common these days to simply whip out your smartphone and use Google to find something you immediately need. Take food for example: have you ever wanted a quick bite to eat and used Google? Chances are if a user is searching for something like “burgers near me”, it means they intend to get a burger that day. And when you set up AdWords, you can make sure your ad only appears to people in the area. So, when someone sees your burger shop show up at the top of Google, chances are they’ll remember it for when they go out to eat that day.
What makes this type of advertising different from Facebook, for example, is that searchers have an immediate intent to buy your product. When a Facebook ad pops up for your business, it might be when the user is looking at their nephew’s graduation pictures. What are the chances the user is craving a burger then? While your ad could target burger enthusiasts, it can’t pop up at the exact moment they want a burger.
This is why small businesses have a lot to gain from using Google AdWords. The ads focus on fulfilling an immediate need of the consumer, rather than just relying on the hope that if a person sees your Facebook ad they’ll remember your business when the time comes to buy.
- You Don’t Have to Pay if Nobody Clicks on your AdWords Ad
Another way in which AdWords stands out is how its payment model operates. Google AdWords is pay-per-click, which means you’ll only pay when someone clicks on your ad while using the keywords you placed bids on in their search.
Google also offers an enticing feature for small businesses who don’t want to accidentally spend too much on ads. You can set a budget for each day your ad appears, as well as the maximum amount you’re willing to spend per click. This way, your small business can control what you invest in advertising while staying effective. The pay-per-click model is a pivot from traditional flat rates that one would pay when advertising in a newspaper, for example, and it’s a good way to avoid unnecessary spending.
- Advanced Analytics Features
Google also offers the AdWords dashboard to let you track what’s going on with your advertisement. It shows the number of searchers who see the ad, how many clicks it gets, and whether they interact with your website after clicking on the ad. Seeing these numbers is crucial for tailoring your website for maximum performance. For example, if your ad is getting a high volume of clicks but there isn’t a proportional increase in buyers on your website, something is wrong. The problem could be either a sub-par landing page, or it could be the ad itself. No matter what, keeping track of the numbers will ensure you have a solid grasp of your advertising performance.
AdWords on Mobile: is it worth the hassle?
If your business is looking to set up Google advertising, you’ll see options to include mobile searches as part of your AdWords campaign. Mobile is absolutely essential and should not be overlooked for advertising. Many small businesses do neglect including mobile, which is a potentially fatal mistake. After all, more than half of all Google searches come from mobile devices, so you’d be missing a huge demographic by not extending your ads to those devices.
However, it’s important to note which types of businesses are searched for on mobile devices. A lot of mobile users will be searching for something they need immediately, like a local food store. So, if you’re a pizza shop in Chicago, you could reasonably decide to only advertise to mobile devices, since not many people will be searching from desktops. Meanwhile, an E-commerce website should probably target both types of devices since users could be on either.
Also, be sure to make separate AdWords campaigns for mobile and desktop. By doing this, you’ll be able to have a more concise analytics dashboard to track data across all platforms.
Ian is a regular contributor to ForexTV and covers business and politics.