Why Small Businesses Should Do Google Ads

25 Jun, 2021

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Google Ads, formerly known as Google AdWords, is one of the most important platforms for businesses worldwide. It takes pay-per-click (PPC) advertising to the next level by allowing businesses to advertise on Google. As such, it allows them to expand their reach, generate more traffic and sales.

In this article, we will discuss everything that you, as a small business, should know about Google Ads, and by the end of it, you will be able to decide whether Google Ads is the right fit for you.

 So, what are we waiting for? Let’s get started.

How Do I Set Up Google Ads

Firstly, let’s start with Google display ads. What are they, and what do they do?

Display ads are the ads found across over 2 million websites, videos, and applications that form the Google Display Network. The best thing about Google Display Ads is that they are very easy to set up, especially for small businesses! For example, you’re a newly opened, local restaurant. You want to advertise yourself to build brand awareness, but also generate more traffic on your website. What would you do? How would you make use of Google display ads for the best possible results?

According to Google, creating display ads with Google Display Network is partially automated. So, when advertising for your restaurant, all that you’ll have to do is enter your ad text, add images of the scrumptious dishes you offer, and add your logo. You can leave the rest to Google, as it will optimize the ad to ensure top performance. This makes them a good option for advanced ad users.

Google marketing products on this service include

Search Network Campaigns

Display Network Campaigns

Shopping Campaigns

Video Campaigns

App Campaigns

To focus on the essentials, today we are just going to talk about one of these: Search Network campaigns. This is also the platform's most Iconic product. They are results your find on the Google SERP with the words ‘Ad’ written by them. 

Beginners tip: If you are new to Google Ads or want a cost-effective way of ensuring that your Ads offer you as much value for money as possible you should try rankingCoach 360.  The app’s professional Google Ads feature allows you to easily generate content for ads that convert in 3 clicks. 

How Much Do Google Ads Cost?

Also, paying for these ads is not a hassle either. Google allows you to pay through credit cards, debit cards, and even manually in most countries. Perhaps the most asked question when it comes to Google Ads is how much do they cost?

Google Ads use a pay-per-click advertising model. PPC is a cost-effective strategy. It has taken off on the internet in recent years, and many small businesses gravitate towards employing it for their marketing and advertising plans.

The reason why PPC advertising makes sense is that you only pay when someone clicks on the ad and is redirected to your site. Usually, Ads are set up so that you don’t spend money on people who just look at your ad. This means you are only paying for people who are actually interested in your business.

As a small business, you need to have complete autonomy over your budget. PPC advertising ensures that you have that control and that you can consider your financial restraints before you commit to the task of advertising.

Going back to our example of a local restaurant, you can use Google Ads to fill up your books without having to spend money on uninterested customers. That means profits - and that makes Google Ads a pretty good option for your small business.

How Do I Pay For Google Ads?

The payment process for Google is based on an auction system. It is essentially a process during which it is decided that ads will appear within every search. It also determines in what order the ads will show on Google’s SERP.

Here’s how Google explains the auction process:

  • When someone searches, the Google Ads system finds all ads whose keywords match that search.
  • From those ads, the system ignores any that aren't eligible, like ads that target a different country that has been rejected based on a policy violation.
  • Of the remaining ads, only those with a sufficiently high Ad Rank may show. Ad Rank is a combination of your bid, ad quality, the Ad Rank thresholds, the context of the person's search, and the expected impact of extensions and other ad formats.

So - the amount of money you are offering Google for the ad space i.e. your bid, matters. However, it is taken into consideration only with several other factors as well. This includes your ad quality and targeting.

What this means for a small business is that even if your competitors bid higher than you, you can outshine them if you have high ad quality and keyword relevance. For this, you can let rankingCoach 360 Google Ads help you! It will help you ensure that your ads are perfectly optimized for Google and that they fit the context of any potential searches that are made by users. This will allow you to get away with bidding lower and still getting the ideal spot for your ads!

Due to this, the auction system on Google is favourable. It is not entirely dependent on money and gives a fair opportunity to people who have quality, relevant ads. So, you can set your budget accordingly. If you use rankingCoach, you won’t have to worry about going over the budget. For a small business that is trying to save money on everything, it is better to stay on the safe side and avoid going over the budget than to splurge without holding back.

SMB TIP: If you are new to Google Ads and you don’t want to waste your budget you should try rankingCoach 360. You can pause your campaign at any time or adjust your budget with a few clicks.

How Long Does It Take For Google Ads to Work?

Another question that small businesses really care about is how long it takes for Google Ads to work. The answer to this is a little less straightforward.

As a small business, it makes sense that you want to see results and see them fast! So - where does Google Ads fit in here? Let’s discuss.

We have already seen that Google Ads aims to accommodate all businesses in accordance with their nature and sizes. Therefore, the timeline of how long it takes for a business to make the most out of its Google Ads experience also varies. For small businesses, agencies can quote a time period of optimization as long as least 6-12 months to develop a strong campaign.

But with the help of Google Ads tools, like those offered with rankingCoach360 you can generate professional-quality Google Ads based on your keyword choices in just a few minutes. You can launch and monitor the campaign easily and develop a potent Google Ads strategy in days. 

As you get more data from your campaigns, they will perform better. For this reason, it is suggested to let your campaigns mature and take time. If you’re patient enough, you can easily use the data you get through PPC advertising to improve your targeting, keyword selection, and bids as well. Overall, the more time you give your PPC strategy to mature, the better results you are likely to get.

Are Google Ads Better Than Facebook Ads?

So, why choose Google Ads to begin with? The truth is, there are many other platforms that can give you similar if not the same efficacy as Google Ads. Then why should a small business gravitate towards Google Ads?

The first thing you need to understand is that Google and Facebook are not competitors. In fact, both these platforms are often used hand in hand to get maximum results. They both can help you achieve maximum visibility, boost sales, and find new customers.

However, there are certain things that set the two apart and can be said to make one better than the other. Firstly, Google Ads is entirely based on paid search. It is the biggest and most effective platform in the world and largely based on a PPC advertising model. As discussed, it focuses on targeting keywords and the strategic use of text-based advertisements. So, Google Ads is all about finding new customers.

Paid Social and Facebook Ads

On the other hand, Facebook Ads are more geared towards paid social. With Facebook, you advertise on social media. This in itself is quite effective at times because everyone uses social media, especially Facebook. Facebook is, in fact, a very competitive environment, and therefore it allows businesses an opportunity to outshine their competitors and resonate with potential customers on a personal level.

Unlike paid search, which helps businesses find new customers via keywords, paid social help users find businesses based on the things they’re interested in and the ways in which they behave online.

As a small business, your biggest goal is to attract new customers and build a loyal customer base - right? In that regard, Google Ads is actually a lot better than Facebook Ads. Since it allows new people to get in touch with your product or service, it expands your target audience and allows you to grow your business in your niche as effectively as possible.

 Facebook also connects you to new customers, but it gives users all the autonomy in this regard. In short, Facebook helps people find you, whereas Google helps you find people yourself!

Small Businesses and Google Ads

Google Ads gives small businesses the control they need to ensure that things are going seamlessly. Moreover - it’s Google! We all know that the world literally revolves around Google in the digital age. There are more than 3.5 billion searches on the website every single day, so the chances of people finding your business and actually being interested in it are at an all-time high. 

Another thing that makes Google Ads a good choice for small businesses is the money factor. As we have already touched upon multiple times, Google Ads utilizes a PPC advertising model, which means that you are only paying for an action that you desire from the audience. Secondly, as we discussed earlier, your bid is not the only deciding factor when it comes to Google deciding whether or not your ad is worth displaying! In fact, ad relevance and ad quality are equally important factors. So, as a small business, if you feel like you can not out-bid your competitors, focus on improving the quality of your ads or refocusing your keywords targets to find more specific keywords. Improving your ads will strengthen the power of your bids, finding better value keywords will improve the quality of the traffic you attract from ads. 

Final Word on SMBs & Google Ads 

For these reasons and more, Google Ads is an excellent option for small businesses. No longer do you have to worry about making a mark in the digital world with your business. Using Google Ads will make the job so much easier, even with limited resources.

All you have to do is be patient, make sure that the content of your ad is outclass, and stay relevant. Give RankingCoach a try today, and watch Google Ads turn into the best decision you make!

Want More Help With Google Ads?

Try rankingCoach 360 now and launch professional Google Ads in minutes


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