How Can Google Search Campaigns Boost Your Small Business?
If you’re reading this and are a small business owner, you’re probably considering diving into the world of Google Ads, or maybe you’ve already started and are looking for guidance. Either way, you’re in the right place.
In this blog post, I will explain Google Search campaigns, how they work, and why they could be a game-changer for your business.
What Are Google Search Campaigns?
First things first, let’s clear up what Google Search campaigns actually are.
Simply put, these campaigns allow your ads to appear in Google’s search results when people search for products or services like yours. Imagine someone looking for “best coffee shop near me” and your ad for your coffee shop popping up right at the top – that’s the power of Google Search campaigns!
Google Search campaigns are essentially a way to reach people who are actively looking for what you offer. When someone types a query or question into Google, they’re usually looking for specific information or a solution to a problem. By appearing in these search results, you’re putting your business right in front of potential customers at the exact moment they’re interested.
How Do Google Search Campaigns Work?
Now, let’s get into the nitty-gritty of how these campaigns work.
It all starts with keywords. Keywords are the words and phrases that people type into Google when they’re searching for something. You choose the keywords that are most relevant to your business. For example, if you run a bakery, you might choose keywords like “fresh bread,” “local bakery,” or “best pastries.”
When someone searches using those keywords, your ad could show up in the search results. This is determined by a complex algorithm that considers several factors, including how relevant your ad and website are to the search query and how much you’re willing to pay per click.
Keyword Research
Choosing the right keywords is crucial.
You don’t want to choose keywords that are too broad, as this could lead to a lot of irrelevant clicks and wasted money. Instead, focus on specific, relevant keywords that are closely related to what you offer. Tools like Google’s Keyword Planner can help you find the best keywords for your business.
For instance, if you’re a bakery, instead of just using “bread,” you might use “artisan bread” or “gluten-free bakery.” These more specific terms can help you attract the right kind of customers.
Ad Creation
Once you’ve got your keywords, the next step is to create your ads.
Your ads need to be clear, compelling, and relevant. Each ad someone sees on the search engine results page consists of up to 3 headlines, a display URL, site links, callouts, a telephone number, an address, and up to 2 descriptions. However, when it comes to providing headlines, you would provide up to 15 headlines and up to 4 descriptions for Google to “test” the best combination.
Your headlines are the first thing people will see, so make it count.
It should include your main keyword and be attention-grabbing. For example, “Fresh Artisan Bread Daily.”
Your descriptions should provide more detail about what you offer and include a call to action. Something like, “Visit our bakery for fresh, handmade bread. Order online today!”
Bidding Strategies
When you set up your campaign, you’ll need to decide how much you’re willing to pay for each click on your ad.
This is called your bid. At present, Google uses an auction system to decide whose ads show up and in what order. Your bid is one factor, but the relevance and quality of your ad and website also play a big role.
There are different bidding strategies you can use, depending on your goals. For new campaigns, I typically recommend starting with Manual CPC (cost-per-click) bidding, where you set the maximum amount you’re willing to pay for a click. As you get more comfortable and conversions start coming through, you might explore automated bidding strategies, like Target CPA (cost-per-acquisition) or Target ROAS (return on ad spend), which aims to get as many conversions or as much ROAS as possible at your target cost per conversion / target ROAS.
Ad Extensions – Now called Assets
Ad extensions are additional pieces of information you can add to your ads to make them more appealing. These can include things like your phone number, location, links to specific pages on your website, and more. Ad extensions can help improve your ad’s visibility and click-through rate (CTR).
For example, a location extension can help people find your physical store, while a call extension allows them to call you directly from the ad. These little extras can make a big difference.
Setting Up Your First Google Search Campaign
Setting up your first campaign might seem daunting, but it’s totally doable. Here’s a detailed step-by-step guide:
- Create a Google Ads Account: If you haven’t already, head over to ads.google.com and set up your account. You’ll need to provide some basic information about your business and billing details.
- Choose Your Campaign Type: Select “Search” as your campaign type. This tells Google that you want your ads to appear in search results.
- Set Your Budget: Decide how much you want to spend each day. Start small and adjust as you go. Remember, you can always increase your budget once you see results.
- Select Your Targeting: Choose who you want to see your ads. This can be based on location, language, and more. Targeting your immediate area is often the best strategy for a local business.
- Pick Your Keywords: Use tools like Google’s Keyword Planner to find the best keywords for your business. Make sure they’re relevant and specific.
- Write Your Ads: Craft clear, engaging ad copy. Highlight what makes your business special. Make sure to include a call to action, like “Visit us today!” or “Order now!”
- Launch Your Campaign: Review everything to make sure it’s all set up correctly, then hit the launch button!
Monitoring and Optimising
Once your campaign is live, the work doesn’t stop.
Regularly check your campaign’s performance using built-in and custom Google Ads reports. Look at metrics like click-through rate (CTR), conversion rate, and cost per conversion. Use this data to adjust your keywords, ad copy, and bidding strategy.
For example, if you notice that a particular keyword is driving a lot of clicks but not many conversions, you might want to tweak your ad copy or landing page, or even pause that keyword altogether.
Common Mistakes to Avoid
Even with the best intentions, it’s easy to make mistakes.
Here are a few common ones and how to avoid them:
- Choosing Irrelevant Keywords: Make sure your keywords are closely related to what you’re offering. Irrelevant keywords can waste your budget and attract the wrong audience.
- Writing Poor Ad Copy: Your ad copy needs to be compelling and clear. Avoid jargon and focus on benefits. Think about what makes your business special and important to your potential customer.
- Neglecting Data: Regularly check your campaign’s performance data. Use the insights to tweak and improve your ads. Ignoring this data can mean missing out on valuable opportunities to optimise your campaign.
Real-Life Example
Let’s look at a quick example.
Say you run a local bakery. You set up a Google Search campaign with keywords like “fresh bread near me” and “best pastries in town.” Your ads highlight your homemade goodies and special offers.
A few weeks in, you notice more foot traffic and an increase in sales. That’s the magic of Google Search campaigns! They connect you with customers who are actively looking for what you offer, at the exact moment they’re searching.
Why Consider Professional Google Ads Help?
Google Ads can get complex, especially if you’re trying to manage everything on top of running your business. That’s where I come in. As a freelance Google Ads specialist, I can help you maximise your ad performance and get the best bang for your buck.
Introducing Google Ads Power Hours
I also offer something called Google Ads Power Hours. These are one-on-one sessions where I help you understand and improve your Google Ads campaigns. Whether you’re just starting out or need help optimising existing campaigns, a Power Hour can give you the insights and confidence you need.
During a Power Hour, we’ll look at your current campaigns, identify areas for improvement, and develop a plan to help you achieve your goals. It’s a great way to get personalised, expert advice without committing to a long-term contract.
To wrap things up, Google Search campaigns can be a fantastic tool for boosting your small business. They increase your visibility, drive targeted traffic, and are cost-effective. If you’re ready to get started or need a bit of help along the way, don’t hesitate to reach out.
Additional Resources
For more information and helpful guides, check out these resources:
Feel free to get in touch if you have any questions or need further assistance. Happy advertising!
