Tue Jul 16 2019
The short answer is yes, Google Ads are good for your small business. Of course, we must decide how we define and measure something as being ‘good’. For a small business owner, you’ll need to understand what conversions are and how you can get them with Google Ads? The other thing, and this is a potential restricting factor for small businesses, is cost. You’ll need to consider not only whether Google Ads gives you a good return on investment (ROI) but also, whether you have the budget to spend on Pay Per Click (PPC) marketing. One of the brilliant features of Google Ads is that you get to set your budget, giving the small business owner or manager power over their marketing expenditure.
Key aspects to consider for this form of advertising include:
How do your ads appear in search results and how does Google determine which ads to show in the cases of high competition?
The auction occurs for every search on Google and the results will vary each time based on the level of competition. So, you can expect to see changes in the position of your ad and for it to not be shown at all.
The cost of your Google Ads campaign is on a CPC basis, which is great because you only pay for when people click on your ad!The average cost per click varies by industry. How much your business is willing to pay for a click will also depend on how much you would stand to make by converting the visitor. For this reason, budgets across businesses can vary significantly but will mostly be in the range of $500 – $3,000 per month.
You are in control of your ad spend though – you can set the maximum daily budget to ensure you won’t over-spend, but this will limit the number of clicks you’ll get. To control your budget, it is also important to ensure your campaign is fully optimised – on a small budget, the last thing you want to be doing is bidding for search terms that bring in irrelevant traffic, or bidding and paying a higher CPC for competitive keywords when there may belong-tail keyword alternatives.
In addition to the keywords you’re bidding on, the cost of a Google Ads campaign will be influenced by:
Many people who are unfamiliar with Google Ads imagine results in double figures. Not so. Across all industries, the average click-through rate is 3.17% for search and 0.46% for display. But, with such low numbers, how can investing in Google Ads be valuable for a small business?
The true value of Google Ads is the exposure it provides your ads – exposure to a specific target audience in a specific area. Most significantly, people actively searching on Google are low-hanging fruit. Google Ads allows you to serve your ad to your target audience who have active intent – this audience is in the market or seeking information on a product or service! This is your opportunity to showcase your products and services to an audience who are ready to be influenced. This fits right in with persona-driven marketing, which is more powerful than marketing benefits or product features. With Google Ads, your small business is more likely to reach the exact prospect that you can nurture into a loyal customer – and you can even narrow this down to the specific area that you service! The numbers don’t tell the full story – the true value lies in the quality of the visitor.
Arcadian Digital know the ins-and-outs of the Google Ads process and system. We will help you target your specifically chosen audience, cutting the time it will take sifting through inappropriate leads, and save you hours and hours of learning and testing time – time that could be spent more profitably tending to your core business! Contact us to learn more about how Google Ads can boost your small business.
We’d love to hear about your digital requirements. Even if you don’t quite know what you need, get in touch as we can help formulate a whole digital strategy to meet your business objectives.