There are a few things that stay top of mind for any small business owner such as, sales, marketing, and brand awareness. One of the best ways to help with these specific areas is Google Ads (aka AdWords).
Running Google Ads are great for:
- Easily helping potential customers find your company.
- Owning the search engine real estate when people search your company name and even the products/services you offer.
- Testing different call-to-actions (CTAs) and messaging to see what resonates best with driving sales.
That said, here are a few key strategies you can implement to help ensure that you’re yielding positive results with your AdWords campaign to boost awareness further.
Target the Right Keywords
You’ll notice that it can be difficult to compete with broader keywords within your industry, so instead focus on geo-targeted keyword searches such as, “auto repair service in Seattle WA.”
More specifically, here are different ways you can target your keywords within AdWords:
- Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad.
- Negative match – Excludes your ads from showing on searches with that term. So if you’re a hat company that doesn’t sell baseball hats, you could add a negative keyword, designated with a minus sign (-baseball hats).
- Broad match modifier – Similar to broad match, except that the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them.
- Phrase match – Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way. Designated with quotation marks (“women’s hats“).
- Exact match – Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search). Designated with brackets, the keyword [women’s hats] could show when someone searches on Google for “hats for women.”
From there, make sure you group similar keywords under their own ad group. This will ensure that you’re targeting is narrowed in on and also help you understand which ad groups perform the best, in addition to the types of keywords themselves.
Build Out Targeted Landing Pages
One of the biggest mistakes you can make when running your AdWords campaign is just driving traffic to your homepage. Make sure your ad copy matches the copy on your landing page. Doing so will create a stronger connection and experience the minute someone clicks on your ad and goes to a web page to learn more about what you’re offering.
Know that optimizing the customer journey is just as important as getting the sale. In fact, it’s what’s going to help you drive the best results and overtime, help with getting the most sales for the lowest cost.
Do Competitive Research
Knowing which keywords your competitors are bidding on and the type of ad copy they are running are great ways to give you additional ideas on how you can position your own campaign.
In doing your competitive analysis, you’ll also better understand how much people are paying for the keywords you want to target as well as the search volume. Take this information and leverage it with setting up your campaign as well as for monitoring it once you launch.
Lastly, a great tool to help is: Spyfu.
Don’t Be Afraid to Hire an Expert
Running a business takes a lot of work and on top of that, having to learn the ins and outs of how an AdWords campaign needs to run to ensure success can feel daunting. For this exact reason, you shouldn’t be shy about hiring an expert to help you set everything up.
This person can ensure the following for you:
- Conversion tracking is set up so you can track online and offline conversions.
- Keyword research and optimization.
- Connect your AdWords account with your Google Analytics account, so you have an easy place to see the performance of your ads.
- Generate reporting to help you understand what’s working, what’s not, and where improvements are needed.
Your Better Business Bureau offers a Google AdWords Program exclusively to BBB Accredited Business. Visit trust-bbb.org/programs/google-adwords to learn how you can save big on this great service!
AdWords is the easiest way for any small business owner to test messaging, CTAs, and drive immediate website traffic. But the power of AdWords comes into play when you can drive actual results that go beyond just awareness, i.e., sales. Know that running a successful campaign will take some time to collect enough data to foster additional decisions on where changes need to take place. Be patient, and keep testing as much as you can.