11 PPC (Google Ads) Management Strategies For Small Business

Small businesses face unique challenges and it is often required to be more innovative to compete in your market. We as Google Ads consultant provides an effective way to reach your target audience even if you are on a small budget. Whether you are a startup or an established business with a small marketing budget, this guide introduces you to PPC and the strategies that you should be using to make the most of this marketing method.

Google Ads for Small Business

PPC allows you to bid on your targeted keywords. These are keywords that are used by your target audience when they search for your products or services. When you bid on a keyword and someone searches for it, your ads can appear on top of the search results. You can bid more to rank higher in your search results, but you will pay only when someone clicks on your ads. This makes it a reasonable advertising strategy.

Google AdWords 2020: A complete guide for beginners

Effective Google Ads Strategies to Get Ahead

Google Ads (or AdWords) is simply the most popular PPC program available. If you want to make the most of the advantages of Google AdWords for small businesses, you should use the following strategies.

1. Find Less-Targeted Keyword Niches

The keywords you want to target are the most important elements of any PPC campaign. It is recommended to perform competitor analysis to find niche keywords that have not been targeted as heavily as other keywords.

The generic keywords are going to be costly if you want to rank high. As a small business with a relatively smaller marketing budget, you should discover keywords relevant or related to your niche that are significantly cheaper.

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For example, if you are targeting weight loss-related keywords, generic keywords are likely to be too expensive to bid on. On the other hand, there can be many medical-related weight loss keywords that aren’t as much targeted and are also available at much cheaper rates.

2. Assess Search Term Reports

The Search Term Reports feature provides you details of the search terms being typed by people that result in your ads being displayed.

• Reverse engineer to find out the popularity of different search queries
• If you don’t find such queries in your campaigns, make sure to add them

This unique tool is especially beneficial for small businesses that want to invest their limited resources in PPC advertising.

3. Don’t Forget Negative Keywords

When it comes to search terms reports, you can also add negative keywords. You can instruct AdWords not to display your ad whenever the negative keywords are searched for. For example, if you are running a local gym, you don’t want to get your ads displayed when someone searches for ‘home fitness’. If your ads appear for related keywords, you will be losing money. And it is something a small business cannot afford to have.

4. Create Quality Ad Copies

Where you are running your ad campaigns on Google, Bing or other platforms, you will have to create ad copies. Keep in mind that these platforms like Google prefer high-quality ads to be displayed on their site. 

• The ad should be highly relevant to the search
• The headline should be relevant to the targeted keyword
• Make sure to address the target audience’s pain points
• Create a sense of urgency by using terms like “X items left in stock”
• Show certain empathy with your target audience’s intended problems
• Make sure that the value proposition is clearly mentioned and highlighted
• Gain edge over the competition with the help of ad extensions and sitelinks

10 Points to Create and Profitably run a Google AdWords Campaign

These are the basics that can be readily addressed if you are on a small budget. At the same time you should avoid getting overly creative with the language. Clarity and brevity are most often the best assets to get your message across and get your audience to click through.

5. Use Dynamic Search Ads

Google Ads provides a unique feature known as Dynamic Search Ads. When you set up this feature, the underlying algorithms take care of your ad campaigns. Google checks your website to identify the most commonly used key phrases matches them with search queries. The algorithms then display the most relevant landing pages for the searches.

6. Focus More on Converting Keywords

As a small business, it is important for you to put your marketing dollar where it yields results. Since PPC allows specific segmentation and targeting, this makes it even more relevant for your business. It can provide you with reports that help you find out which keywords are actually converting your audience.

• Sort all the high-performing keywords
• Optimize your ads based on these keywords to drive better results
• You can increase bids on those keywords and rank higher to stand out from the crowd

How To Use Geo-Targeting to Increase Website Conversions

If you want to benefit from the advantages of Google AdWords for small businesses, it is important that you keep track of your campaigns using Google Analytics. It is easy to link your website to this free tool. Gather all the key data about your visitors and make informed decisions. Gain insights based on statistics like most visited pages, popular locations, time on site and much more. Use the information to create better ads.

7. Make the Most of Remarketing

It often occurs that once you search for a product, you start to see ads following you on different websites that you visit. This is the result of remarketing. And your small business can also benefit from this strategy.

• Add the remarketing tag to your website
• Create a display campaign
• Target your audience that can comprise of your previous visitors or those who have shown interest in your products or services

When you set up retargeting, the ads will be shown to further convenience your visitors. Thus, your ads will begin to be shown to people who are highly likely to convert. When done right, this strategy can help drive massive growth in sales.

8. Schedule Your Ads

It is important that you schedule your ads so that you can have control over when and how your campaigns should run. Depending on the type of business you have, there will be times of the day when your audience may not be searching for your products or services. When you schedule your ads, you can determine when your ads should be shown and when not.

9. Boost Your CTR with Extensions

When you use ad extensions, your ads become more clickable. This is a cost-effective strategy to boost your clicks. AdWords provides many ad extensions to choose from, making it possible to match with your business or the products or services you are offering.

How Google AdWords work? How much do the ads cost? How PPC budget is allocated?

You must have often seen ads that appear to be larger than the normal headline. Such ads can have call extensions, sitelinks, and social extensions. All these additional features mean more space occupied by the ads, thus drawing more attention from the audience.

10. Provide Hard-to-Refuse Offers on Landing Pages

The job of your PPC management for small business ads is to draw your targeted audience’s attention and click on your ads. Next, it is your job to ensure that they get directed to your custom designed landing page. It is important to avoid directing the traffic to your homepage.

• Design a landing page that is relevant to the keywords targeted in your PPC ads
• Make sure that the landing page provides the solution that your visitors came looking for
• There should be a clear and concise call to action

If you want to convert your visitors, make sure to offer something that they will be compelled to go for. The right offers deliver great value. Such offers help increase your conversions.

Google AdWords PPC Landing Page: 15 Best Practices to Follow in 2020

Many times, your campaigns are targeted at specific pages on your website. You can send your visitors to specific service pages based on the keyword used. The benefit of creating a landing page is that there will be no need to make any changes to your website to adapt to your ads.

11. Check the Quality Score on a Regular Basis

If you want to get the most out of your ad campaigns, make sure to check your quality score from time to time. What is the quality score? It is the measure of how effectively your ad and landing page is able to provide a solution to the search inquiry that brought visitors to your page.

If your ads have a low-quality score, they are going to cost more per click. Such ads will also have lower performance compared to ads with higher quality scores. There are several ways to boost your ads’ quality score. One way is to use the targeted keyword within the ad copy.

So make sure to follow all these strategies to run successful PPC campaigns for your small business and make the most of the advantages of google AdWords for small businesses. While Google AdWords (Google Ads) is the most commonly used platform, there are other platforms too that can help you reach your target audience.

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