B2B Marketing Blog

What every Small Business should know about Google Adwords

By Lauren Hylbak
Apr 19, 2013

Want to increase your web site traffic, but don’t know how? Google AdWords is a Google specific PPC, pay-per-click, campaign system. It is an effective online marketing tool used to attract potential customers to your web site. This can be especially beneficial to small businesses that don’t have heavy site traffic. PPC can be a great marketing tactic for those on a budget, as advertisers only pay when the ad is clicked. This allows small businesses to save money by only targeting potential new customers. There are a number of steps that can be taken to set up your PPC campaign and properly invest in online marketing.

small business adwords

Steps:

1. Determine your budget.

It’s important that you set the proper budget for your online marketing endeavors. This can help prevent over-spending and under spending that can lead to unsuccessful ROI or return on investment. Google Adwords asks you to set a monthly budget, divides that by 30.4 (average days in a month) and tells you your average daily budget. As customer traffic can fluctuate from day to day, Google Adwords enables overdelivery. This means that Google will allow up to 20% more clicks, above your daily budget, on any given day. However, this system will monitor these fluctuations to make sure that you never go over your monthly budget. If, for some reason, Google was to overdeliver your ads too much, exceeding your budget, they will credit money back to your account to make up for the extra money spent. I would definitely recommend this budgeting plan as you can get the most out of your ads from day to day as traffic changes. Setting proper bid prices is an important budgeting decision and one that will mostly likely need adjustment as time permits. We will look more closely at that in the next section.

2. Define relevant keywords

about google adwords

Determining the right keywords for your AdWords campaign is an essential part in ensuring its success. Only keywords that describe your business, products and services will generate clicks, increase conversion rates and ROI. It’s important that the keywords cover exactly what your company does. Try to think about what someone, looking for your service, would type into a search engine. Following your budget, find keywords that you can bid on. You should focus on goal completion, what keywords are going to make you the most money? This can be hard to determine, but think about creating keywords that represent a connected theme, concentrating on an area that is profitable for you, and can easily be ranked in organic SEO, search engine optimization. Using max CPC, cost-per-click, tools in your campaign can help you monitor keywords that are working for you. Each keyword has a max. CPC or the maximum amount that you are willing to pay if your ad gets clicked on. Increasing your max. CPC amount will help your ad rank, thus increasing your ad position on Google search. If a keyword has a low average CPC, but has a high conversion rate then I would recommend increasing the maximum CPC. This will once again increase ad rank, position, and potential ROI. If a keyword has a high average CPC, but is not producing a high conversion rate from clicks then I would recommend reducing its maximum CPC. This will reduce this keywords position, clicks, and thus cost: saving you money and improving your ROI. As you gather more data on the success of keywords, it’s important to adjust your budget accordingly. This will help you save money on low-performing keywords and invest more in valuable ones.

Another important element to add to your campaign are negative keywords. about google adwordsNegative keywords are words that you don’t want to associate your ads with. Including these in your campaign will help narrow your target customer base, reduce overall costs, and increase return on investment. Negative keywords will prevent your ads from showing in relation with things that you don’t offer, and increase the potential for clicks when they do show up. When deciding which terms to select, I would recommend thinking about words that are similar to your current keywords, but signal that the customer is clearly searching for a different product. For example, if you were selling eyeglasses you would make your negative keywords something like, drinking glasses and wine glasses because those don’t correlate with what you are trying to sell.

3. Attract customers

Your keywords will only go as far as your ads will allow. Your advertisements need to draw consumers in. This includes creative headlines that are eye-catching, CTA, Calls-To-Action and a promise of benefits. Your ad copy should encourage the consumer to take the next step in pursuing your product. Google AdWords allows you to test different ad copy to determine which will create the highest conversion rate. They allow you to create various versions of the ad copy and test their success. Sometimes you can also choose to use the best version for all your advertisements. This will save money and increase the success of your overall campaign. As I mentioned earlier, your ads are pointless unless they target the right customers. Google AdWords enables you to target specific geographic areas. If you were a company in the Pacific Northwest, for example, you might decide to target customers specifically in Seattle, Washington. One important side note to mention is that you should not mislead your customers by promising them something in your ad copy other than what you offer. This will create bad publicity for your web site as well as damage your goal conversion rate for the campaign. 

4. Make the most of your PPC campaign

Do all you can to help increase the success of your campaign. Great importance must be placed on high conversion rates, so optimize your ad copy and landing pages on a regular basis. Make sure the ad copy are creating results and the landing pages are generating customers with the use of effective CTAs. The landing pages should be unique, display the products and easy to follow. This is a crucial step in campaign success.

As your campaign moves further on make sure you are checking up on keywords and their success, making adjustments as necessary. This is an exciting step for your company as you are working to increase website traffic and recognition. Working hard on this campaign will produce the results you are looking for. Hope this helps and good luck

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Topics: adwords, tips, roi, small business marketing, small business, inbound marketing, ppc

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