Is Using Google Ads for Your Small Business a Good Idea?

Wednesday 09th Mar 2022 |

The most popular site and search engine in the world, Google has millions and millions of people searching through their database every second of every day. Thus, advertising through the search results with Google has not only become an effective way to drive customers, but also a necessity. 

In 2019, Google ads generated global net ad revenue of $134.81 billion, which shows that they are the bread and butter of most marketers today. With Google AdWords, you can show ads to people based on what they type into the Google search box.  You may find targeting keywords a difficult, laborious process but it’s absolutely crucial for a successful SEO strategy. 

How Does Google Ads Work? 

Google AdWords can help you build your brand, sell goods or services, inform people, advertise an offer, and boost traffic to your website. What is required on your part? You need to bid on keywords your target audience would use to search for your service or product. For example, if you run a car dealership and want to promote a new car like Skoda Kamiq, you might bid on the keywords ‘best small SUVs in Australia’, ‘small SUVs for sale in Australia/your state’, etc.  

The advertiser with the highest ad rank shows at the top of the search engine results page when a prospective customer inputs a keyword to run a query in the search engine.  How is the ad rank determined? It is determined by multiplying an advertiser’s maximum bid with their quality score. What is the quality score? It is how relevant Google thinks your keywords are to your ads. 

The ranking is based on a 1-10 scale. The more related your keywords, advertisements, and landing pages are to one another, the higher the quality score of your Google Ads will be. For instance, if you bid on keywords like one related to a new car, but your ads say,’ free car buyer consulting,’ then your score will go down because the two are not related. 

Google takes quality ratings quite seriously and often penalizes low-quality advertisers. How much you are charged for the ad depends on the number of users clicking on your ad and hence the term ‘pay-per-click’. You may think that you’ll have to spend a ton of money to ‘own’ the keywords in your market? Well, that isn’t the case. 

As Google AdWords highly values the quality and relevance of the ad, if your ads are relevant and of high quality, you would not have to bid too much. Google just wants to ensure that your ad is relevant and useful to the person searching and their search term. 

A great way to tap into potential traffic, Google AdWords can produce real ROI, with some advertising making $2 for every $1 spent. Some advertisers have even experienced a 4x or higher ROI with Google Ads. 

Should You Use Google Ads for Your Small Business? 

The fact that Google Advertising accounts for over 83% of Google’s overall revenue shows that many companies are investing heavily in this platform. Another incredible statistic of Google Ads’ efficacy is that their advertisements reach about 80% of all web users, and Google generates over 30% of ALL online money made via advertising. 

Although remarkable, these numbers are pointless for small businesses that run their Google Advertising campaigns without a clear plan in place. By launching AdWords (now Google Ads) in 2000, Google reinvented online advertising. It is still the finest and will continue to be the most highly effective digital marketing tool. 

However, the effectiveness of a campaign of Google Advertising depends heavily on how you use the resource to support your business specifically. Errors in your Google AdWords campaign can result in a lot of wasteful platform investment, dissatisfaction, and mistrust. Small businesses that do not have the expertise or knowledge to run a Google Ads campaign effectively should look to hire a qualified digital marketing agency for this purpose. 

However, there are a few things you can do yourself to ensure the success of your Google Ads campaign. The following are two of them.  

Send Your Customers to an ‘Appropriate’ Landing Page 

Web users have incredibly short attention spans. Visitors will not take long to abandon your website if your ad doesn’t take them to a page that provides them with exactly what they were looking for. Also, as mentioned earlier, the experience on the landing page will impact your overall quality ranking. 

It will be considered a ‘bad user experience’ if you’re an art school bidding on keywords like ‘art school program near me’ but sending users to an ‘art consulting services’ landing page. Since these visitors are unlikely to convert and you ‘pay-per-click’, you will be wasting money by sending people from your ad to a landing page where they don’t want to be. So, make sure that the landing page you send your target audience is where they want to be. This is in your best interest. 

Bid on Keywords Only After Doing Deep Research 

If allowed to continue without proper management, bidding on extremely competitive keywords with a lot of search volume can become costly fairly fast. Keep in mind that a click does not equate to a sale or even a lead. 

You may know your company in and out, but it is possible that you don’t understand how prospective customers are looking for you.  Therefore, small businesses running Google Ads campaigns must conduct extensive keyword research to ensure they display advertisements for specific searches. 

Final Word 

No matter how good your business is, you will need time to build a certain level of organic visibility. However, results can be analysed with a properly created Google Ads campaign. Additionally, you can fix issues related to conversion in no time. Unlike SEO, PPC can produce massive results within a short period of time. Therefore, if you have the budget for it, running a Google Ads campaign for quick results is not only possible, it is completely doable. 

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