The world of PPC (pay-per-click) advertising can be incredibly complex for small business owners entering the world of digital marketing for the first time. Since Google Ads platforms can be an expensive way to reach potential customers if not done correctly, small business owners want to know for sure: do Google ads work for small businesses?
The overall answer is yes! However, this answer comes with several caveats. Navigating the twists and turns of paid search successfully, or failing to do so, is the difference between Google ads working for small businesses or your small business losing revenue. Keep reading to learn more.
Is it Worth it to Advertise on Google?
As you know, Google is an internet giant. Even though Google is technically the name of a search engine, it has become a common verb used worldwide. Googling is something that all of us do dozens of times today. If you are not exposed to new companies and products on social media, you will likely see them on Google. This means that most success in online marketing has to happen within the framework of Google search if any business wants to be relevant in the modern buyer’s market.
Outside of organic search results, what appears in the Google search results when you’re marketing your business’s product or service on the platform largely depends on how much you are willing to spend on Google Ads.
This is why it is essential to go in with a clearly defined budget for your PPC campaign. You need to know what you’re willing to spend and understand how Google will use your money before you get started. This will help you avoid losing money before you can see a return on your investment.
What Are the Benefits of PPC Advertising?
What are the perks of using PPC campaigns to market your small business? We’re glad you asked! We’ve listed a few just to give you a taste:
Speed of Creation
The first perk of using PPC ads is that you can get them up and running very quickly. Outside of doing your research, which we will talk about below, you can get your PPC ads set up and running in no time.
By using PPC ads, you can start seeing the results of your active campaigns very quickly. Whether your campaign goal is brand awareness, lead generation, or higher conversion rates, PPC ads provide a fast turnaround.
Return on Investment (ROI)
Possibly the most appealing thing about using PPC ads is the ROI that PPC ads tend to produce. When curated and targeted correctly, PPC ads can convert clicks into sales, making them incredibly lucrative.
How Do I Make a Good PPC Ad?
Before diving deeper into PPC specifics, there are a few things you should keep in mind to set your small business up for success:
Account for the Learning Curve
Planning and running successful PPC ads takes time, plus a little bit of trial and error. Your first attempt may not bring the revenue you were hoping for. That’s why, before starting your campaign, it’s important to account for this time you’ll spend learning what works and what doesn’t. Go slowly and don’t invest more of your budget than you’re prepared to lose.
Define Your Audience
There is no point in investing in a PPC campaign if you’re not certain who you are trying to target with your ads. Before you begin, make sure you understand the who, what, where, and when of how you want your ads to appear in the real world. Failing to do so can result in losing money with no return on investment.
Know Your Goal
Do Google ads work for small businesses? They do if you have a clearly defined goal in mind. Not only does having a clear idea of your goal help you create successful PPC campaigns, but it will help you identify the degree of success you’re experiencing.
If your goal is to raise brand awareness, that is the growth you should be paying attention to most. This gives the small business owner a clearly defined path to success.
Be Careful with Keywords
Google AdWords is essential to the successful targeting of your PPC ad campaigns. Using the correct keyword will direct your ads exactly where they need to go: in front of internet users who are likely to convert after clicking. Another way to ensure your products and services are showing up for the right audience is to use negative keywords.
Using negative keywords may sound counterintuitive, but trust us, they’re here to help. Google defines negative keywords (or a negative match) as “A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase.”
Essentially, these negative keywords are the opposite of your targeted keywords, but they can help you provide guidelines to Google on search terms you do not want to rank for. A common example of this would be for a company selling high-end wares to exclude the word “cheap” so they’re not paying for clicks outside their target demographic.
Monitor Your Performance
Be sure to stay on top of your results! If you are actively monitoring the results of your PPC ads through Google Analytics, you have the opportunity to change up your strategy as you go. This will save you money while opening up more opportunities for achieving your desired end goal.
Why Small Businesses Should Use Google Ads
The main appeal of opening a Google Ads account is the amount of control that the account holder has over their digital marketing efforts as a whole. Google Ads allows you to do the following:
- Control your spending
- Geographically and locally target ads
- Select specific keywords
- Target multiple audiences
- Assign specific landing page
- Easily view results & data
These features allow small business owners to get as targeted and strategic with their PPC marketing as they desire in the hopes of producing more revenue and reducing the opportunities for wasted spending. When used correctly, Google Ads can be a huge tool in a small business’s arsenal.
How Much Should I Budget for Google Ads?
To jump into the world of Google search ads, you should be willing to invest at least $1,000 per month in the beginning. The average cost-per-click (CPC) varies widely from industry to industry, so it’s hard to say how much you might pay for leads. But for the sake of example, if your CPC is between $1 to $2, this amount would presumably garner roughly 500 to 1,000 clicks. Keep in mind, this $1,000 is a starting amount; as your understanding of PPC marketing grows and you see success, you can always increase your budget.
Exactly how much you should budget for Google AdWords, now known as Google Ads, depends on how much your business is earning and what you can afford. The key thing to remember is that PPC can get expensive very quickly, so be very careful and mindful of your budget.
Versa Creative Can Help
If all of this still sounds daunting, that’s completely understandable. The great news is if you’re interested in getting started with PPC ads and learning if google ads work for small businesses, there are companies you can go to for guidance.
At Versa Creative, our team of PPC experts will work with you to develop an ad campaign that meets your goals for the right price. If you’re ready to start seeing results from your digital marketing efforts, PPC advertising through Google is a must—reach out to the Versa Creative team to start getting clicks and reaching your goals today!