Did you know that Google is visited 89.3 billion times every month? It has a whopping 91.9 per cent of the market share with 8.5 billion processes being shared everyday.
Without a doubt, the search engine has huge capabilities for growth and visibility for small businesses. And with less than one per cent of people (0.63 per cent) clicking on the second search page, the role that Google Ads can play is pretty darn important – especially when new research shows that 65 per cent of people click on Ads when they want to make a purchase.
Yet, despite these stats, many SMEs get stuck in the tech or feel under-resourced (both from a human resources and money perspective) and sadly lose the opportunity to reach a highly engaged buyer.
This leaves money on the table. And as we hit a tighter economic market, every investment is an important one in growing your business.
So, if you’re new to the Google Ads game or are hoping to better optimize your Google Ads, here are 4 tips that you can use to confidently leverage Google Ads to help grow your business.
- Get your conversion tracking setup right the first time
This is hands down the most important part of any Google Ads account. Big agencies get this one wrong all the time – it is crucial that your tracking is accurate so you know how much you spent on ads and how much you made. Bad tracking is a profit killer and something to avoid. - Keyword search: Focus on quality and relevance over quantity
Don’t get caught up on keywords that have lots of volume – this will easily blow your budget. Instead, focus on choosing keywords that are relevant and targeted for your business – rather than the most popular keywords (relevance over reach everyday of the week). When choosing keywords, steer clear of information-gathering phrases such as “which is the…” and “what should I..” – you’re looking to target those people that already know what their problem is and are searching for a fix. - Run a streamlined account
Businesses with small budgets don’t need to have a complex account structure. Start small and focus on the core campaigns that perform for your business and exhaust the opportunity there before expanding into other types of campaigns. - Focus on conversions
Remember the best thing about Google Ads is that you’re showing ads to people when they’re searching online for a solution. The only way you should be measuring success inside Google Ads is through an increase in leads and sales. Don’t get caught up on your Click Through Rate (CTR) or number of impressions. Focus on the conversions.
It is important to remember that knowledge is your superpower. And with the right framework, any small business owner can confidently and profitably manage their own Google Ads.
