How Small Businesses with “Limited Resources” Can Easily Compete With Giants Companies for Google Adwords
If you’re a small business owner with a limited budget, competing against the bigger players in the industry can be a daunting task, freak not. Today, I’m going to reveal you simple yet powerful ways to thrive in PPC even if you only have few spare bucks in your bank account. But, first why small business require Google Adwords?
The answer is simple: Whenever a prospect is looking for something – a product, a service, an offer, or anything else from anywhere around the world – they go straight to Google search engine. And when your potential customers are searching for you, Google Adwords (or PPC ads) helps them find you.
For small business owners, Google Adwords can help them bring a flood of new traffic, promote their product and services, and eventually, boost sales… almost overnight!
Here are few reasons how PPC ads can benefit small business owners:
1. Google Adwords (or PPC ads) help your prospects find you when they’re actually searching you. If you’re trying to organically reach on the first page of Google, remember this: you’re actually competing against experienced SEO marketers.
However, with Google Adwords, you can compete against them as equals, even if you lack experience and expertise. In fact, you can get your message viewed by your target market exactly at the time they’re searching for you.
2. Google helps you reach your customers, locally. If you are running a local business, such as a restaurant, or a regional company, you can use Google Adwords geo-target feature to get viewed by your prospects. You won’t be wasting ad money on people who aren’t living in your area.
You can target countries, a city within a country. Likewise, you can use radius targeting feature to display your ads only to those people who living within a specific distance from your chosen area). If you wish, you can exclude location, too.
The best thing about excluding locations is that it will deliver you more returns as you target your audience more accurately and lower your ad costs.
Here’s an example of radius targeting around the area “Havertown, PA” but not including Philadelphia.
(Image source: Search Engine RoundTable)
Not only that, you can also target your audience based on their income level. So, if you’re selling real estate you can go after top 10% income earners in your desired area.
(Image source: Clix)
3. Google allows you to show your contact details. With ad extensions, you can now easily make your Google Adwords even more effective by including your phone numbers, landing page links, app downloads, addresses, reviews, and many other data. Ad extensions display right underneath your ad copy, in blue, like this:
(Image source: KeyPath Edu)
4. Google Adwords allows you to target highly specific keywords. The more targeted your keywords are, the better Google will rank your ads. By targeting highly specific keywords in your ads, you can reach more customers who want exactly that. When creating ads for your campaign, make sure to use keywords suggested by Google Adwords, as they’re highly optimised for better targeting.
(Image source: Wishpond)
Tip: Think like your customers do. Choose keywords that your customers are searching for.
If you want to learn more benefits of Google Adwords for small business, check out this post.
Now that you know the benefits of using Google Adwords to promote your small business, let’s look at simple, easy to follow methods of using Google Adwords (or PPC) to bring in a flood of targeted traffic that’ll engage and buy from you:
Method #1: Target keywords according to your market.
Select keywords that are relevant to your market so that it appears when your prospects are searching for you using those terms on Google. For example, if you’re running an Indian restaurant and your targeted audience is busy families, then use relevant keywords such as “eating healthy,” “healthy meals,” or “busy lifestyles.”
Or, you are promoting your offers to college students, use keywords such as “pizza delivery,” “pizza places near me,” or “online pizza deals,” and mention that you’re open until late hours.
(Image source: WordStream)
Remember – think just like your audiences do.
Method #2: Keep split testing your PPC Ad once every 30 days
The time period is, of course, up to you. If you feel you must run a campaign a little longer, go ahead test and optimise. But, we’ve realised that 30 days is long enough to give you clear results.
Here’s what you can test on your ad:
- Call to action copy
- URL (short or long)
- Device targeting
- Ad extensions
(Image source: ROI Revolution)
Method #3: Optimise your landing page
What is the use of driving thousands of traffic to your landing page that is not optimised to welcome it? And equally true: what’s the point of optimising a landing page that doesn’t receive any traffic?
The point is clear: you can spend all the money and hours on your PPC ad campaign, but unless you optimise the page you’re sending traffic to, you’ll be flushing your money down the toilet.
Here’s how you can optimise your landing page effectively – shared by the experts:
- Match your PPC ad headline to the headline of your landing page. It’s so obvious, but almost most marketers fail to do this.
- Make sure your landing page CTA stands out clearly from the rest of the content so that people will instantly know where and how to engage.
- Make your landing page simple and straight to the point. No fluffs and fillers, please.
- If you’ve included your unique selling point (or USP) in your Google Ad, make sure it’s the same on your landing page.
If you need help optimising your landing page, read this amazing article published on WordStream.
(Image source: Boingnet)
Method #4: Choose ONE primary platform
There are so many advertising platforms on the web – from search engines such as Google to social media marketing such as Facebook – available to small business owners. You can easily get overwhelmed running more than one campaigns at once, especially if you’re “noobie” to PPC ads. Just choose one platform, understand how it works, and see if it works for your business.
And for many small business owners, Google Adwords works better for many reasons. First of all, PPC ad appears on search engine result page – when your prospects are searching for you. You only pay when someone clicks on your ad, and you can decide how much you want to spend for ads every month. Plus, Google Adwords offers plenty of tools to help you get started, keep track of your campaign, and tweak and improve it.
(Image source: SEM Consultants)
If you’re unsure whether or not your ads are working for you, then it’s high time you keep an eye on it. You can do this easily using Google Keyword Planner tool that offers analytics and reports features. For example, the search terms report shows you in detail which keywords offer better results – so that you can tweak your campaign accordingly. Other reports may tell you how your prospects are finding your business through your PPC ad. You can also discover demographic data, such as where your prospects are coming from.
There’s also another handy tool called Conversion Tracker that allows you to easily discover which keywords or ads are helping you convert visitors into leads or sales.
Method #5: Keep your ads local
If you’re running a brick-and-mortar business or provide a service, make sure you target local keywords. There’s an instant advantage of doing this: it allows you to bring highly focused customers to your business. It also saves you money: your ads won’t show up for keywords that are way too general; for example, when your customers reside in a different city and cannot visit your store.
(Image source: Blumenthals)
You can choose to display your ads in certain geographic locations, too. Google Adwords offers many tools to do this, including places of interest targeting (like universities, airports, or any commercial areas), radius targeting (like within 50 miles around Nashville), and bulk targeting options (up to 1,000 locations). You can find all these handy tools navigating to “Google Adwords> Campaign Tab> Settings.”
I understand what small business owners go through when trying to stay in business competing against giant firms in the digital marketing world. This is because I have spent many years coaching small business owners to boost their organic reach and set up a successful business.
Fortunately, you don’t require the same amount of cash that big boys in your industry have. And, certainly, you don’t have to spend a lot of time pulling this off. All you have to do is focus all your efforts on important things like local results, and soon you’ll start to get better exposure and more traffic to your site.
Over to you: Are you working along with a local small business owner? Do you have any experience to share with us when it comes to competing for Adwords?