Google Ads For Small Business - Is It Worth It?
Do Google Ads work for small businesses? When well-implemented Google Ads are an effective marketing channel for all businesses, either big or small.
According to Statista, as of June 2020, Google Chrome accounted for about 69% of the global desktop internet browser market share. It is also the most popular browser in the United Kingdom as of 2019, holding a 48.89% share of the market.
By investing in Google Ads, you'll showcase your ads in the web browser the majority of users go to when they want to search for something.
There are several types of campaigns you can run on Google Ads: Google Search Ads, Google Shopping, Google Display Ads, Google Video Ads and Discovery.
In this post, we will focus on Google Search Ads as we believe this is the most effective campaign type to get started, especially if you run a small business and have a small marketing budget.
How Does Google Search Ads Work?
With Google Search Ads you pay to position your website in Search Engine Results, by bidding in keywords that are the most relevant for our business. These can either be your brand name (brand keywords), your product or services most relevant keywords (generic keywords) or your competitors' keywords.
Google Search Ads operates on a pay-per-click (PPC) model, which means you pay every time a user clicks on your ads. When you set up a campaign you have to define the maximum value you are willing to pay for each click, that is the cost-per-click (CPC).
Then, the actual amount you pay every time someone clicks in your ads will depend on several factors: your bid (CPC), historical CTR (click-through-rate, that stands for the percentage of users that were served your ads and clicked on it), landing page quality (loading speed, content quality, relevancy), among others.
Below you can see an example of a search results page when we searched for "plant pot". In this example, if no one was bidding on "plant pot" the first result we would be IKEA's website.
Why Should I Invest In Google Ads?
Google Search Ads can help you get more traffic. With Google Search Ads you pay when someone clicks in your ad, therefore you are paying for traffic to your website. If you have done a good keyword selection, identifying the keywords that are the most relevant to your business, you'll be able to get highly qualified traffic to your website, by reaching users when they are actively looking for your brand or services.
With Google Search Ads you can position your website right in front of your potential customer's eyes. Let's face it, if you have a new business and your SEO efforts haven't kicked off yet, your chances to appear on search results are very low. So by investing in Google Search Ads you can ensure that in the short term you have a chance to be found when someone is searching for your products/services.
This also applies to consolidated brands, as even if your website has a great organic positioning there's the risk of users clicking in the ad results that appear at the top.
Let's take a look again to the example above, IKEA's website is at the top of organic search results, but before our eyes reach IKEA's website there are several product images from Google Shopping Ads and a Search Ad from MADE. By investing in Google Ads you ensure another position right in from of your potential customer's eyes.
Google Search Ads can help you sell more and have a positive return on investment. When well implemented, Google Search Ads can be a powerful channel to drive sales and revenue to your business. This is because with Google Search Ads you have a great amount of control, it is up to you to select your keywords, your budget and bids, as well as optimising your campaigns and ads along the way, so you can focus on those that bring you more revenue.
How To Create Effective Google Search Ads?
If you have never run Google Search Ads and are not familiar with the platform we recommend you to leave it in the ends of professionals. Depending on your budget, you can hire a Freelance or a Digital Marketing Agency to set up and manage your campaigns for you, so you can focus on running your business.
Here at Strategy Pixel, we have 5 years of experience running successful Google Ads campaigns for several businesses big and small, from different sectors: luxury, retail, fashion, technology, among others. If you're looking for a Digital Partner to kick off your Google Ads Campaigns, we'd love to hear from you! Book your initial 30 min call with us to discuss your goals, get to know us and how we work.
If you'd prefer to start this journey on your own, then we recommend you to start by understanding how Google Ads work. Google offers a variety of free online courses so you can have the product training you need. To get started with Google Ads, check this course: Learn the fundamentals of Google Ads Search.
Ready to get started? Feel free to share your thoughts in the comments section below!