As a small business owner, you might be wondering if Google Ads is worth the investment. With so many marketing options out there, it’s easy to feel uncertain about spending on paid advertising. However, when done right, Google Ads can bring highly targeted traffic to your website and help you grow your business.
In this step-by-step guide, we’ll walk you through setting up and optimising Google Ads campaigns so you can maximise your return on investment (ROI) and feel confident that your advertising budget is well spent.
1. What is Google Ads and Why Should You Use It?
Google Ads is a paid advertising platform where businesses bid on keywords to have their ads appear at the top of Google search results. These ads are pay-per-click (PPC), meaning you only pay when someone clicks on your ad.
Why Use Google Ads:
- Targeted Reach: Your ad appears when people are actively searching for what you offer.
- Immediate Results: Unlike SEO, Google Ads can bring immediate traffic to your site.
- Budget Control: You can set daily budgets and only pay when someone clicks on your ad.
Quick Tip: Many small business owners worry about spending money on ads without knowing if they’ll see a return. The key to Google Ads success is careful planning and optimisation, which we’ll cover below.
2. Setting Up Your First Google Ads Campaign
Before diving into your first campaign, make sure you have a clear understanding of your business goals. Do you want to drive traffic, increase sales, generate leads, or boost brand awareness? Knowing your objective will help you set up a focused campaign.
Step-by-Step: How to Set Up Google Ads
- Create a Google Ads Account
- Go to ads.google.com and sign in with your Google account or create a new one.
- Choose Your Campaign Goal
- Google Ads will ask you what your goal is. You can choose from options like website traffic, sales, leads, or brand awareness. Pick the one that aligns with your business objectives.
- Select Your Campaign Type
- You can choose different types of campaigns like Search, Display, Video, or Shopping ads. For most small businesses, Search Ads are a great starting point, as they show up in Google search results when users type in relevant queries.
- Set Your Location and Language
- Specify where you want your ads to appear (e.g., local, national, or global). For small businesses, targeting your local area is usually the most effective option.
- Set Your Budget
- Google Ads allows you to set a daily budget, giving you full control over how much you spend. Start small and scale as you see results.
- Choose Your Bidding Strategy
- Bidding determines how much you’re willing to pay for each click. Google offers automated bidding (where Google sets the bid based on your goals) and manual bidding (where you control the cost per click). If you’re new to Google Ads, start with automated bidding.
- Add Keywords
- Keywords are the search terms that trigger your ads. Start by creating a list of keywords that are relevant to your products or services. Use Google’s Keyword Planner tool to help you find keywords with the right balance of search volume and competition.
- Create Your Ad
- Write compelling ad copy that highlights your unique selling points. Make sure to include a call-to-action (CTA), such as “Call Now” or “Get a Free Quote.” Google will display your ad to users based on your keywords and bids.
Quick Tip: Use negative keywords to prevent your ad from showing up for irrelevant searches. For example, if you’re a “wedding photographer,” you might add “free” as a negative keyword to avoid clicks from people looking for free services.
3. Optimising Your Google Ads Campaign for Success
Once your campaign is live, optimisation is key to making the most of your budget. Here are some ways to ensure your Google Ads campaign is running efficiently and driving results:
A. Use Ad Extensions
Ad extensions give your ad more real estate on the search results page, making it more appealing to potential customers. There are several types of extensions you can use:
- Call Extensions: Add a phone number to your ad, allowing mobile users to call you directly.
- Location Extensions: Show your business location, useful for driving local traffic.
- Sitelink Extensions: Link to specific pages on your website, like “Contact Us” or “Services.”
B. Focus on Ad Quality (Quality Score)
Google rates your ad’s Quality Score based on relevance, click-through rate (CTR), and landing page experience. A higher Quality Score means better ad positions and lower costs per click.
- Improve Ad Relevance: Ensure your ad copy matches the keywords you’re targeting.
- Optimise Your Landing Page: Make sure the page users land on after clicking your ad is relevant and provides a good user experience.
C. Track and Adjust Your Campaign
Google Ads allows you to track the performance of your campaigns through Google Analytics and the Google Ads dashboard. Monitor key metrics such as:
- Click-Through Rate (CTR): The percentage of people who clicked on your ad after seeing it.
- Conversion Rate: The percentage of people who completed a desired action (e.g., filled out a form, made a purchase) after clicking your ad.
- Cost Per Conversion: How much you’re spending to get each conversion. Aim to reduce this over time.
Quick Tip: If certain keywords are underperforming, pause them and allocate your budget to high-performing ones.
4. Tracking ROI: Is Google Ads Worth It for Small Businesses?
One of the biggest questions small business owners have is whether the money spent on Google Ads will bring in more business. The good news is that Google Ads is highly measurable, so you can track your ROI in real-time.
How to Measure ROI:
- Set up conversion tracking to monitor specific actions, such as purchases, form submissions, or phone calls.
- Compare the total ad spend to the revenue generated from the campaign. If the revenue outweighs the costs, your ads are driving a positive ROI.
5. Scaling Your Google Ads Campaign
Once you’ve fine-tuned your initial campaign and proven that it’s bringing in results, it’s time to scale up. Increase your budget gradually, expand your keyword list, or target new locations.
Scaling Strategies:
- Increase Budget on Winning Campaigns: If certain campaigns are driving strong results, increase their daily budget to reach more potential customers.
- Test New Ad Copy: A/B testing different headlines and descriptions can help improve your ad performance.
- Expand to Other Campaign Types: Once your search campaigns are working well, you can experiment with Display Ads, YouTube Ads, or Shopping Ads.
Quick Tip: Keep testing and iterating. Digital advertising is always evolving, so regular optimisation is essential for long-term success.
Conclusion
Google Ads offers small businesses a powerful way to attract more customers, drive traffic, and grow online. By following these steps to set up and optimise your campaigns, you can make sure every penny of your advertising budget is working hard for you.
Need help creating or managing your Google Ads campaign? Contact New Era Digital today for expert guidance and tailored strategies to get the best results from your ads.
Ready to grow your business with Google Ads? Get in touch with New Era Digital to launch a targeted, results-driven campaign for your small business.
