A Small Business Guide to Google Ads

A Small Business Guide to Google Ads

Welcome, budget-conscious entrepreneurs and small business owners! Today, we’re delving into the art of mastering Google Ads without having to break the bank. Let’s make every quid count and turn those clicks into customers.

Understanding Your Audience: The Cornerstone of Your Campaign

Before you spend a penny, it’s crucial to know whom you’re trying to attract. Just like you wouldn’t serve a Sunday roast to a vegetarian, you shouldn’t serve irrelevant ads to your audience. For instance, if you’re a local bakery in Bristol, your target audience might be nearby residents looking for freshly baked goods. Use Google’s audience insights to understand their interests and browsing habits.

Long-Tail Keywords: Your Secret Weapon

Long-tail keywords are specific phrases that are less competitive and more targeted. Imagine you’re a boutique in Brighton specialising in vintage clothing. Instead of bidding on the broad and highly competitive keyword “women’s clothing,” you might focus on long-tail keywords like “vintage women’s dresses in Brighton.” This approach not only reduces costs but also attracts customers looking exactly for what you offer.

Budgeting: Balancing Act

Setting a budget is like planning a road trip; you need to know how far you’re going and how much fuel you’ll need. Start small and increase your budget as you see positive results. For example, you could set a daily budget of £10 and monitor performance. If you’re seeing a good return on investment, gradually increase your budget. Remember, it’s not just about how much you spend, but how effectively you spend it.

Ad Scheduling: Timing Your Strike

Your ads should be visible when your target audience is most likely to be online. If you’re a cafe in London targeting office workers for lunch, schedule your ads to appear late morning when they might be planning their lunch break. Use Google Ads data to find out when your ads perform best and adjust your schedule accordingly.

Crafting Click-Worthy Ads

Your ads should be as enticing as a front-row ticket to a West End show. They should be clear, engaging, and have a strong call to action. For example, if you’re promoting a special offer at your restaurant, make it the star of your ad. Use phrases like “Exclusive offer for this weekend: 20% off for all online bookings at [Your Restaurant’s Name]. Hurry, tables fill fast!”

Landing Pages: Where Clicks Convert to Customers

Once a potential customer clicks your ad, the landing page is where you seal the deal. It should match the promise made in your ad. For example, if your ad promotes a discount on gardening tools, your landing page should focus on that discount, with a clear and easy way to make a purchase. Ensure it loads quickly and is mobile-friendly.

Regular Monitoring: Keeping Your Campaign on Track

Regularly check your campaign’s performance as you would a well-loved garden. Keep an eye on metrics like click-through rate (CTR) and conversion rate. If certain keywords or ads aren’t performing well, consider adjusting them or allocating your budget to what’s working.

Patience and Persistence

Digital marketing success doesn’t happen overnight. It’s a process of trial, error, and learning. Analyse your campaign data, understand what works and what doesn’t, and refine your strategies accordingly. Think of it as nurturing a fine wine; it needs time to mature.

Final Thoughts

Running a successful Google Ads campaign on a tight budget is all about strategy, understanding your audience, and making informed decisions. With patience, persistence, and a bit of creativity, you can make your small budget deliver big results. So, go ahead, make every penny count, and watch your business grow!

At DPOM our 
Google Ads Starter package is designed for small businesses just starting out with Google Ads. With prices from £95 per month, our experts will manage your campaigns to give you the best possible results!