Are you confused about how to advertise on Google? Are you worried that it's too expensive for your small business to afford? Learning the ins and outs of Google advertising can seem super complicated, I know. Plus, as a busy business owner, you have so much on your plate already that it may seem impossible to fit in one more thing.
I'm here to tell you it's not as hard as you may think to advertise on Google. (Whew!) But first let's take a look at why advertising on Google is so important for a small business.
Why Google advertising matters
Simply put, Google is the number-one place Internet users go to search for products, answers, services, places, that random song title they can't remember from 1973 — you name it. Yes, there are still other search engines out there (and I'm not saying you should totally ignore them), but Google is far and away the dominant player.
Consider a couple of search engine stats:
60% of consumers research online before shopping for products in stores.
When those shoppers go online to do their homework, where do you think they go?
In 2017, Google accounted for 74.54% of all global Internet searches.
To put that in numeric perspective, Google processes more than 40,000 search queries per second on average. That’s more than 3.5 billion searches per day.
What does it all add up to? Whether you sell to consumers or to other businesses, to millennials or their parents, to men or women, it's a safe bet that your customers spend a lot of time on Google.
"That's great," you may say, "but I get plenty of customers to my website organically. I don't need to advertise online, too."
First, does any business ever have enough customers?
Second, Google ads show up above organic search results — and look very similar. The only real difference is that they have the word “Ad” in a little box next to them. Chances are, customers in a hurry to find what you sell aren't paying attention to that little box. They just want the result that's most relevant to their search, and they've learned the closer to the top of the search engine results page, the more relevant it is. (In fact, one study reports that about half of people can't tell the difference between ads and organic search results at all.)
Related article: 3 Reasons Your Local Business Should Use Digital Marketing
Learning how to advertise on Google
Now that you know why Google advertising is such a good idea, let’s take a look at how to do it.
Getting started with AdWords
Google’s pay-per-click (PPC) advertising platform is called AdWords. It's free to sign up and to create a business account. Just select a method of payment, and you're ready to start advertising. PPC advertising means you only pay when someone actually clicks on your ad — good news, because you can totally control your AdWords spending.
- Choose a goal for your campaign. In order for your Google ads to start appearing online, you need to create a campaign in AdWords. Each campaign should have a specific goal. For example, the roofing company I mentioned earlier might have a goal to get people to call the business. The e-commerce company might have a goal to get users to click on the ad and go to a product category page. Google gives you the option of selecting from different goals, such as increasing sales or getting leads, so it's easy to do.
- Choose a location for your Google ads to appear. The more narrowly you can target your ideal customer with your Google ads, the better. For a local business, location is a big part of that targeting. For example, if you own a roofing business in Los Angeles, maybe you serve customers in Orange County or even San Diego, but unless you've got multiple locations, you probably can't help customers in San Francisco. With Google advertising, you can choose where customers need to be in order to see your ads show up online. Why is that important? Well, if the roofer in our example above doesn't specify a location for the ads to appear, they might end up with homeowners in San Francisco (or even Connecticut) clicking on their ads. That's a waste of money, because remember: your business pays for every click. By specifying Los Angeles locations, however, the roofer can target customers in the exact area where they want to get leads and customers.
- Choose times for your Google ads to appear. The time and day that your ads show up can make a big difference in your success. Fortunately, Google lets you control these factors, too. For instance, if you're selling software to business customers, they're probably most likely to be looking for your products during business hours. In this case, you could probably get good results from setting your ads to run between 9 and 5 on weekdays. On the other hand, if you own a brewpub, you might want to set your ads to run in the late afternoons and evenings (for happy hour) and on weekends.
- Select your bidding strategy. Here's where it gets a little bit complicated. Google ads rely on keywords, and not all keywords are created equal. The keywords that are most popular among users (that is, the terms that users search for the most) generally cost a lot more money per click, and you'll be bidding against other business owners for your ads to show up. If this is making your head spin, here's one area where AI works for the good: AdWords offers an automated bidding option that automatically optimizes your bids based on the budget that you set and your goals for that particular campaign.
5. Create ad groups. Ad groups are created within an ad campaign and used to really target specific groups of prospects. For example, a store that sells infants and children's clothes might want to create ad groups targeting parents of infants, parents of older children, parents of boys and parents of girls. Each ad group should have different keywords relevant to that specific target market. By creating different ad groups, you are targeting your ads more narrowly. An ad that appears in response to a search for "baby boy clothes” will be different than one for “girls toys.” The more relevant your ads are, the more successful they will be.
6. Write your ad. Google recommends using at least one of your keywords in your ad’s headline. You can use other keywords in the rest of the text, but don't just string together a list of keywords. It's important to make sure the text is relevant to what the user is searching for. In addition, the ad should take the user to a relevant landing page on your website. For example, if someone searches for "newborn gifts," the link in that ad should go to the page on your website that sells clothes for newborns, not to the section for preschool girls.
Related article: Content Marketing and PPC Advertising: Better Together
How to advertise on Google and get results
Just as important as starting your Google advertising campaign is tracking the results.
Set up conversion tracking in order to see what happens after a customer interacts with your ad (for example, do they click, call, or fill out a leads form?)
AdWords has a tool you can use for conversion tracking, or you can do it using Google Analytics, which you probably already use for your business website. Sync your Google Analytics account with your AdWords account to be sure you’re tracking ad results properly.
With every aspect of Google advertising, you can fine-tune your budget, timing, wording, location and more based on what gets the best results. Unlike traditional print advertising campaigns, you don't have to wait weeks or months to see which ads drive the most traffic to your business or generate the most leads. In today's fast-paced business environment, that's a real advantage — and as a small business owner, you want every advantage you can get, right?
Speaking of advantages, does your local business have a listing on Google's local search directory? Creating a local business listing using Google My Business will really amp up your business’s online presence. Basically, it ensures that your business shows up in Google Maps and Google Search, making it easier for customers to find you. Both B2B and B2C businesses can benefit from Google My Business. (Read more about how to use Google My Business in the blog post Put Your Google Local Business Listing to Work Getting Leads.)
Of course, in this blog post, I've only scratched the surface of how to advertise on Google. There are many more permutations you can choose to use in your Google ads, including ad extensions and remarketing (that's when a user searches for baby clothes on Monday and your ads for baby clothes follow them around the Internet all week). You can even use Google display ads that show images, not just text.
Google AdWords is such an exciting tool for small local businesses. However, if learning the ins and outs of how to advertise on Google still sounds a bit overwhelming, you can always call in the experts. Web.com’s marketing experts can handle online advertising and lead generation for you, so you can focus on running your business. Find out more about Web.com’s lead generation tools.