Are you looking for a way to get your business noticed in the digital world? Google Ads might be right for you. The best part is that it's easy to create and manage your advertising campaign with Google Ads. In this post, we'll share tips on how to create an effective Google Ad campaign even if you have a small budget.
Do your keyword research and make a list.
If you are just beginning to run Google Ads, keyword research can seem like a daunting task. However, it's important because the words you choose for your ads will determine whether people see your ad or not. If your keywords aren't correct, then no one will see them!
To get started with keyword research, first create a list of potential terms and phrases that relate to what you offer. For example:
- If I am selling dog collars online: "dog collar," "leather dog collar," "red leather dog collar"
Next, look at the results page in Google Search and see which terms are most popular. For example:
- Dog Collar (1 million searches per month)
- Leash (35 million searches per month)
Create ad groups that target specific search queries.
When you create ad groups, you can use the keywords and landing pages in your ads to organize them.
Ad groups are usually created based on the following:
- Keywords - You can use the ad group name to describe the main keyword or phrase that you're targeting. For example, if your account has a keyword list for "organic cotton t-shirts," you could create an ad group named Organic Cotton T-Shirts. This will help organize all of your organic cotton t-shirt ads into one place so that they are easier to find later on when reviewing what's working and what isn't in your campaign. Ad Group names should be concise but descriptive enough so they make sense when looking at them later on down the road (i.e., don’t use generic names such as “My Ad Groups”).
- Landing Pages - You can also take advantage of creating multiple landing pages within each ad group by using different URLs as well as different titles/description text depending on which search terms match most closely with what users searched before clicking through from Google Ads into each individual URL (or set of URLs) within each unique Ad Group name/title combination being used across all other Ad Groups within a single Campaign structure
Create short, descriptive text ads.
Keep your ad text to a minimum of 20 characters.
- Use a title and description that is relevant to the user’s search query. This will help you connect with your target audience and make them more likely to click on your ad.
- Use keywords in your ad text, but don't go overboard or you'll sound spammy, which can hurt your reputation with Google and cost you money!
- Include a call to action (CTA) at the end of your ads. These are words like “learn more,” “shop now,” or “get started now." A CTA should always be present when creating ads for the Web because it encourages people to do something specific, like making a purchase or signing up for an email newsletter.
- Offer something free to entice users into clicking on your ad; this could be anything from a free sample of product(s) through trial offer(s), coupon code(s) or discount code(s).
Use ad extensions to draw attention to your business details, products and services.
Google has a variety of extensions you can use to show more information about your business, products, service and hours. These tools are great for helping people find out exactly what you have to offer and when they can access it.
- Business name – Use this extension so that passers-by can learn more about your company or brand from the search results page. You can also add an image and link to your website if you want to further illustrate why someone should choose you over another company in the area.
- Product or service – If someone searches for an item or service that fits your niche, show them what else you offer by using this extension. This is especially effective when someone is looking for something specific like how much something costs or where they can buy it locally (and not online).
- Hours of operation – If people are searching specifically during off hours (e.g., 9 p.m.), let them know whether or not you’re open by including these details in your ad’s headline text with an appropriate time stamp like “Mon-Fri 10am-6pm Sun 12pm-5pm."
Target nearby prospective customers.
Take advantage of the “Target” section of your ad. This is where you can direct your ads to specific locations and people, based on what keywords they searched for and their geographic location.
Let's say you own a business that offers web design services in Santa Barbara, California. You could target people within 30 miles of Santa Barbara who have searched for "web design" recently (or at all). Or maybe you'd like to show your ad only to those who are looking for hosting services? Simply narrow down who sees your ads so as not to waste money on irrelevant clicks—this is why it's called "targeted" advertising!
Use the right match type for your keywords.
To make the most of your ad budget, you'll want to experiment with different match types. Match type determines how closely your keyword is related to the content of your ad. The closer they are, the more likely Google will show your ads to users who are searching for that specific term or phrase.
Broad match is when you use a keyword but don't specify what kind of search query it applies to; this means that anyone searching for anything related to that keyword will see your ad as long as their search query matches it in some way (for example: "big cats" could be used for both "big cats t shirts" and "big cat behavior"). If a broad-matched keyword has too many possible searches and results in irrelevant traffic, consider using exact match instead—this allows only those searches where the user exactly typed in the full phrase listed as part of an exact-matched ad group's keywords—or adding negative keywords that exclude certain terms from showing up in queries.
Evaluate which days of the week and what times are best for you to run your Ads on Search and Display Networks.
Once you've created your ad, it's important to know how well it's performing. You can do this by checking the cost per click (CPC), clickthrough rate (CTR), conversion rate (CVR), cost per conversion (CC) and return on ad spend (ROAS).
- Cost per click: To calculate this, divide your total advertising costs by the number of clicks from your ad. This will give you an idea of what each individual click is costing you.
- Clickthrough rate: The CTR measures how many people who see your ad actually click on it. This is an important metric because if no one clicks on your ads, then there's no way for them to convert into customers or sales.
- Conversion Rate: The CVR measures how often someone who has clicked on an ad actually makes a purchase after clicking through to make a purchase on their website or landing page."
Review your Ad performance regularly and optimize as needed.
Review your ad performance regularly and optimize as needed.
Optimizing your ads means changing some of the targeting criteria and keywords that you used to create them. You should also check the "Ads" tab on your campaign dashboard to see how the ads are performing, and if they're still relevant or need to be changed. By optimizing your ads, you can increase the number of clicks, increase their conversion rate (the percentage of users who click on an ad who then make a purchase), and decrease their cost-per-click (CPC) or cost-per-impression (CPM).
With a small budget, you can still compete effectively with Google Ads.
If you have a small budget, it's easy to feel like there's no way to compete with larger companies. However, the truth is that if you do keyword research on a regular basis and take advantage of Google's tools and features, even a small budget can go far.
As we've discussed earlier in this post, keyword research should always be done before creating ads—this gives you an idea of what keywords will work best for your business and what kind of audience they'll attract. Keyword research can be done either manually or using tools like SEMrush or Ahrefs (which are both free).
If you're just starting out and don't want to spend money on paid services or subscriptions, there are plenty of free options available to help with your keyword research!
With a little time and effort, you can set up effective Google Ads that will help grow your business and reach new customers. If you’ve been holding off because of the cost, now is the time to give it a try! Google AdWords is still one of the best ways to get your business in front of potential new customers at an affordable price.