Next in the video series, ‘How To Get To The Top Of Google’, is a look at Google Ads. This is aimed at business owners new to Google Ads wanting to know:
1. What are Google Ads?
2. Should I be using them?
3. How much should I spend?
4. How do I set them up?
What are Google Ads?
Google ads are the paid for listings at the top and the bottom of the Google Search results. You will see them appear with the word ‘ad’ next to them.
They work as an auction, so as a business using Google ads you are entering an auction and bidding on the keywords that you set in your campaign.
To give a simple example, let’s say you are an accountant in Brighton, you could bid on the keyword ‘accountant brighton’ and you will be bidding against other companies that have set the same keyword.
If there’s few companies in the auction, your cost per click, in other words, how much you pay each time someone clicks on your ad, will be less than if you are bidding against lots of others.
Should I be using Google Ads?
Google Ads is a relatively quick win compared to other tactics to get your business on page one of Google (SEO, blogging etc), providing you have the required budget.
But, I wouldn’t recommend starting a Google Ad campaign without making sure you have a good landing page in place first.
A landing page is where people will click to from your ads and most often it is a page that already exists on your website.
If you’re spending good money on Google Ads to get people to your website, the landing page has to be well designed and clear to visitors what they need to do next, ie call you or enquire via an online form.
How much should I spend on Google Ads?
The beauty of Google Ads is that you only pay when someone clicks from the ad to your website.
You can start with a budget as little as £100 a month and gradually increase it as you see results.
But of course your advertising spend depends on many factors such as how many products and services you wish to promote, which locations you are targeting and how competitive your industry is.
How do I set up Google Ads?
Google has struggled to get small business owners to use Google Ads because it’s complex. It requires both time and knowledge to make it work cost-efficiently, and small business owners are too time-strapped to be spending hours learning the ropes of Google Ads.
They offer a paired down version of Google Ads which is designed for small business owners, called Google Express. Other articles on CPC Strategy and Bright Local suggest research shows it usually results in a poor return.
If you haven’t got the budget for an agency like Jelly Digital Marketing to set up and manage it for you, I suggest you do you research and know the the pitfalls to avoid. if you’d like us to check your Google Ads campaign has been set up correctly, we will do this for a low one-off fee. Please contact me for details.