A Complete Guide to Google Ads for Small Businesses

January 26, 2023

Google Ads, formerly known as Google AdWords, is a powerful online advertising platform that allows businesses of all sizes to reach their target audience through a variety of ad formats. These include text ads, display ads, video ads, and more. With Google Ads, you can advertise on Google's search engine results pages (SERPs) as well as on millions of websites across the internet through the Google Display Network.

For small businesses, Google Ads is an invaluable tool as it offers them the opportunity to compete with bigger companies and reach a wider audience in an economical manner. By developing well-thought-out advertising campaigns, small businesses can direct additional visitors to their website, improve brand recognition and boost sales.

Setting up a Google Ads account

Setting up a Google Ads account is quick and easy. Follow these steps to get started:

  1. Go to the Google Ads homepage and click on the "Start Now" button.
  2. Sign in with your Google account or create a new one if you don't have one.
  3. Fill out your business information, including your business name, website, and contact information.
  4. Choose your campaign type. There are several options to choose from, including search, display, video, and shopping campaigns.
  5. Set your budget and bid for each campaign. This is the amount you are willing to pay for each click on your ad.
  6. Create your ad groups and ads. This is where you will write the ad copy and choose keywords that will trigger your ad to appear.

Tips for creating an effective campaign:

  • Research keywords that are relevant to your business and target audience
  • Write compelling ad copy that will grab the attention of your target audience
  • Test different ad formats, targeting options, and budget to find the best combination for your business.
  • Monitor your campaign's performance regularly, and adjust it as needed.

Remember that the establishment of your Google Ads account is just a small part of the entire process. For optimal success, ensure you consistently analyze and modify your campaigns by testing different tactics - this way you can be confident in achieving superior outcomes.

Pro tip: there are several powerful Google Ads automation tools on the market such as Optmyzr that can streamline the above process and make ongoing optimisations a breeze.

Keyword research and targeting

If you want to create an effective Google Ads campaign, keyword research is essential. This process involves uncovering the right terms and phrases that people utilize when seeking your products or services. Once you are aware of these keywords, it will be much easier to craft ads that appear in response to these searches - meaning more potential customers.

When carrying out keyword research remember:

  • Use Google's Keyword Planner tool to find keywords that are relevant to your business and target audience
  • Look for long-tail keywords, which are more specific phrases that people may use when searching for your product or service
  • Check out your competitors' keywords to see what they're targeting

Once you have a list of keywords, you can use them to target your audience. Google Ads provides several targeting options, including:

  • Location: You can target specific countries, regions, or cities
  • Language: You can target specific languages
  • Demographics: You can target specific age ranges and genders
  • Interests: You can target people based on their interests, such as sports or travel
  • Behaviours: You can target people based on their online behaviours, such as purchase history or device usage

Using these targeting options in conjunction with your keyword research, you can reach the right audience for your campaign.

google ads graphic

Ad formats and best practices

Google Ads offers a variety of ad formats for you to choose from, including:

  • Text Ads: These are the most basic ad format, consisting of a headline, a description, and a display URL. They appear at the top and bottom of the SERPs.
  • Display Ads: These ads appear on websites across the Google Display Network, and can include images, videos, and animations.
  • Video Ads: These ads can appear on YouTube and across the Google Display Network, and can be up to six minutes long.
  • Shopping Ads: These ads are used for e-commerce businesses and appear on the SERPs with a product image, price, and other details.

When creating your ads, it's essential to keep in mind the following best practices:

  • Use compelling ad copy that clearly communicates the benefits of your product or service
  • Use attention-grabbing headlines and calls to action
  • Use images or videos that are high-quality and relevant to your ad
  • Test different ad formats and variations to see which ones perform the best
  • Make sure your ads are mobile-friendly, as more and more people are using their mobile devices to browse the internet.

By following these best practices, you can create ads that will be more likely to capture the attention of your target audience and drive more conversions.

person researching on google with coffee

Measuring and optimising performance

Measuring the performance of your Google Ads campaigns is essential to understanding how well they are performing and identifying areas for improvement. Google Ads provides a variety of metrics that you can use to track the performance of your campaigns, including:

  • Impressions: The number of times your ad has been shown
  • Clicks: The number of times your ad has been clicked on
  • Click-through rate (CTR): The percentage of impressions that resulted in clicks
  • Cost-per-click (CPC): The amount you pay for each click on your ad
  • Conversion rate: The percentage of clicks that resulted in a conversion (such as a sale or lead)

By monitoring these metrics regularly, you can identify areas for improvement, such as low CTR or high CPC.

Tips for optimising your campaigns for better results:

  • Use A/B testing to try different ad variations and see which ones perform the best
  • Refine your targeting options to reach a more relevant audience
  • Use negative keywords to exclude irrelevant search terms from triggering your ads
  • Monitor your campaigns regularly and make adjustments as needed

How to save money on Google Ads

Small businesses using Google Ads may worry about their budget, yet there are cost-efficient ways to decrease your CPC and boost your ROI without breaking the bank.

  1. Use Google Ads Budget: Setting a budget for your campaigns can help you control your spending and avoid overspending. You can set a daily budget for each campaign, or a total budget for your entire account.
  2. Use Bidding strategies: Google Ads offers various bidding strategies such as Target CPA, Target ROAS, Maximize clicks, and Enhanced cost-per-click. These strategies can help you achieve your campaign goals and reduce your CPC.
  3. Use negative keywords: By using negative keywords, you can prevent your ads from being shown for irrelevant search terms, which can help reduce your CPC and increase your ROI.
  4. Use Ad Scheduling: By showing your ads only when your target audience is most likely to be online, you can reduce your CPC and increase your ROI.
  5. Use Ad Extensions: Ad extensions are additional information you can add to your ads, such as phone numbers, addresses, and links to specific pages on your website. They can help increase click-through rate and lower your cost per lead/sale.

Final Thoughts

If your small business is seeking to expand its reach and maximize sales, then Google Ads may be the perfect tool for you. Through precise keyword research, pinpointed audience targeting, expert ad crafting, and regular performance tracking – even smaller companies can compete with larger ones on Google Ads platforms to achieve success!

At Soone Agency, we specialize in helping small businesses grow and succeed with Google Ads. Our team of expert digital marketers can help you create powerful campaigns that will reach the right audience and drive more sales.