When you’re a small business owner, there are many things you can do to promote your brand. Many start off by creating their own ad campaign from scratch.
However, when operating on a tight budget, sometimes there isn’t much money left to spend on Google Ads. And Google Ads is exactly where you need to spend your money because, on average, it generates two dollars for every dollar spent.
Another problem is the time. Most small business owners perform multiple roles every day. Trying to manage a Google Ads campaign on top of everything else can prove to be quite tiring.
Running an effective ad campaign takes plenty of effort. This is why it might be wise to think about hiring a professional Google Ads agency. A reliable Google Ads agency will help you set up your ad campaign according to the specifics, review the results on a regular basis, and adjust it accordingly to ensure the best result.
However, if you still want to do things on your own, there’s good news. You don’t have to spend tons of money in order to reap the benefits of one of the most powerful advertising tools. Regardless of your budget, the following five tips will help you create effective ad campaigns that reach your target audience and help your business grow.
5 Guidelines for Launching a Google Ads Campaign
1. Understand your target audience.
Every business should research its target audience in order to create ads that appeal to them. Start by investing some time to better understand your target audience. Research their likes, dislikes, and habits. Look at where they tend to spend their time online, and what language style those sites use.
In addition, check which of your competitors are running effective campaigns. Google Ads competitor analysis can help you avoid making the same mistakes they made and save you lots of time, money, and frustration.
2. Have a clear goal.
Having a clear goal in mind is the most important part of any ad campaign.
Do you want to boost the number of orders…or do you want to focus on the number of impressions of your blog? You also need to know which activities contribute to the success of your campaign, i.e. what specific actions you want your target audience to take. Do you want them to complete a lead form, make a purchase, or call a number?
Knowing the answers to these questions will enable you to measure the effectiveness of your marketing activities and optimize your Google Ads account. What’s more, setting specific goals allows you to leverage different Google Ads functionalities, such as more bidding options.
3. Create a landing page.
One of the most common mistakes Google Ads newbies make is directing traffic from their ads to the home page of their website. When users search, they’re looking for a specific thing, and by taking them to your home page — a place with multiple options and elements on it — you’re simply wasting their time.
The best course of action is to build a targeted landing page that directly addresses the user’s query. A Google Ads landing page is a web page users visit after clicking your ad campaigns. From there, they can learn more about your offering. They can then become leads and potential paying customers.
4. Think about mobile users.
Over the last few years, the rise of the smartphone has caused dramatic increases in mobile search traffic. As a result, businesses are now spending more on mobile advertising. In fact, mobile advertising has become the primary driver of global ad spending. Mobile is growing six times faster than desktop internet!
For this reason, you should make sure you’re using mobile-preferred ads within your campaigns. This will allow for customized messages and mobile-specific CTAs that, combined with a mobile-optimized landing page, will result in a positive user experience and increased conversion rates.
5. Monitor and adjust your campaigns.
Google Ad campaign needs to be monitored and adjusted on a regular basis. You’ll want to keep your costs low by eliminating ineffective keywords.
Take advantage of the opportunity to make changes while the campaign is running. These might include adding new ad copy versions if your ad is underperforming, lowering keyword bids if your campaign is hitting daily budget limits, and pausing keywords and ads with low clickthrough rates.
Using Google Ads is a great way to attract the right traffic to your brand.
While it’s true that there is a bit of a learning curve, Google Ads are definitely worth the effort. Implementing a solid, well-designed ad campaign strategy can help expand your reach, customize your targeting, improve brand awareness, and maximize your ROI.