Google ads is an innovative way to market your company. Whether its a big, nationwide company, or your local mom and pop store, each company can and should take advantage of this. The first thing these companies should be aware of is you can run this for free! Obviously you will not have all the features available, but you can still run a basic campaign to get your brand out there. Below is going to be a breakdown of the background and steps to making a great campaign for your small company.
Organic Campaign – Unpaid campaign which is driven through references, backlinks and reliability
Paid Campaign – Pay for keywords which allow your website to show higher with the right quality score.
- Website Traffic
- Product and Brand consideration
- Brand Awareness and Reach
- App promotion
Newer companies should focus on organic campaigns and analyze their performance. You don’t want to rush in with paid campaigns with no experience, that is a very good way to lose money. Of the 6 above goals, a local, small business may choose brand awareness or leads, depending on the industry they are in. If they own a brand new business, I would go with brand awareness as no one knows who you are. With brand awareness comes leads which ultimately lead to sales.
Ad groups should be separated by each product or service that you offer. For example, if you own a jewelry store, you should have an ad group for rings, necklaces, watches, etc. The obvious reason is you can differentiate your ad groups so you’re targeting a specific audience. Keywords are important when separating your ad groups.
Finally, probably the most important step of this would be finding proper keywords for your ad groups. https://www.cognique.co.uk/blog/what-are-keywords-and-why-are-they-important/ This link will tell you why keywords are a must when trying to reach an audience. Small businesses that can have keywords that involve their business, as well as their local demographics can really succeed with google ads.