Somebody must have told you once upon a time to use the Google AdWords. You are more likely to hear it if you happen to Google search or work with a consultant in marketing. Immediately your Google search, the PPC {Pay-per-click} adverts come out on your result pages. These ads are effective methods you can use to generate traffic. Moreover, the traffics you will get are those that can turn into customers.
That is if you leap to the top of your search results. Furthermore, if you can select the appropriate budget and keywords, you may be surprised to see yourself on top of the search result page. As a result, Google searchers will scroll down first before getting across your advert in certain cases. However, it is very easy to spend a huge amount of money fast with Google AdWords. Thus, you can unwittingly blow away your entire marketing budget.
That is what brought this question; does Google AdWords benefit small businesses?
Why Pay-Per-Click Ads are Beneficial to Small Businesses
Yes! Small businesses can benefit from Google AdWords and Pay-Per-Click if you know the right time to maximize them. Moreover, you can benefit if you can ascertain when they are worth the effort.
Benefits of Google AdWords
There are so many advantages that small businesses can gain from Google AdWords. Such benefits like;
- Giving People Easy Access to you when they Search for you
When you project the appropriate keywords with your pay-per-click ads, you are likely to be at the top. As a result, your potential customer will see you immediately they are searching for you.
Moreover, it is the most effective method to secure new customers. For instance, if you present your product with a transactional keyword like “buy cameras online,” it will be effective. Moreover, almost everyone searching through Google will buy cameras shortly. As a result, immediately they click on your transactional keyword to search, you are acquiring new customers.
- Targeting Searches Based on your Location
You may not like your business to come out on search results that are outside your locality if you are a local. Therefore, what Google AdWords will do is to allow you to base your searches on your location. It is only those potential customers that are closer to your geography will notice your ads first. Geographically targeted pay-per-click which is added to the local SEO can generate more customers that are closer to you.
- Reach Multiple Audiences who are Using a Specific Product
If your products are such that can attract various audiences, your pay-per-click can then enable you to reach them. That is by allowing you to present different keywords. For instance, your product is like filter papers which both industrial manufacturing and laboratory research can use. When you optimize the page for searches, you need to create the page that will suit both audiences. You don’t have to choose between the two audiences. All you need to do is select a general term that can accommodate both of them. For instance, your search results should show for; “activated carbon filter paper.” Your pay-per-click ads should enable you to target both the audiences at the same time individually. Each of them by making use of specific keywords that relate to their industry.
- Move your Audience To a Particular Landing Page
Prepare your page in a way so that it can subtly move people to a particular page on your website. That is; immediately they click on your PPC advert. Moreover, pay-per-click enables you to select the particular page you want. Although many people send their Pay-Per-Click traffic to their homepages, PPC itself sends people to customized landing pages which are maximized to convert. Furthermore, you stand a better chance to win more customers if you can send them to the landing pages that can provide their needs.
- Easy to Track Results
There are so many results that you can keep track of if you are using the pay-per-click ads. Such results like; clickthrough rate, conversion rate, and ad spend on the landing pages. Furthermore, you can maximize ROI by doing A/B test on a different landing page or ad copies. Moreover, the ability to track ROI {return on investment} is an enticing marketing tactic of PPC ads. ROI is a major factor to consider in regards to the marketing budget. As a result, pay-per-click ads will never leave you in doubt.
- Faster Results
If you want to be recognized in other search engines, it may take longer before it starts functioning. This situation is caused by their process of conversion which is more difficult and takes longer to measure. Although pay-per-click ads are not as fast as lightning, they can still provide you with much faster results. At least they have proven to be faster than the other marketing tactics. Moreover, if you are already equipped with landing pages, know-how, ad copy, and products, you can get sales with PPC.
Untraditional Benefits of Pay-Per-Click Ads
Adding to the conventional PPC benefits, there are few unconventional uses that you should know. They are as follows;
- Using PPC Ads to Target Competitors
Majority of the websites uses branded searches to secure lots of traffic thus directly typing your business name into Google. However, PPC ads allow you to use keywords as your target base. You can also still your competitor’s glory by using their name to run your PPC ads.
- Messaging and Testing for other Marketing Headlines
Since you can easily measure PPC ads and they are also inexpensive, you can successfully check out the message you are using for other marketing. For instance, it was PPC ads that the well-known Tim Ferriss used to figure out his initial bestselling book title. That is “The Four Hour Work Week.” Moreover, using the A/B test can help you find out the particular headlines that generate more traffic. Furthermore, you can use the test to find out the headlines for your most valued propositions and other marketing headlines. You can also use the test to gain insight which can help your entire positioning.
Factors you should Consider before Making use of PPC adverts for Small businesses
Although Google AdWords can offer various benefits and a powerful instrument for your marketing, yet you should consider some factors. At least, after considering these factors, you can then decide whether Google AdWords is beneficial to small businesses. They are as follows;
- There is a Learning Curve to Google AdWords
It is important to know that Google AdWords does not come free. Maybe because you are using pay-per-click, you do not know that you are spending much money faster. As you are upgrading your business, it is vital to know the limits your budget can carry on a daily basis.
Moreover, there is the need to know Google’s deployment system for that budget. Furthermore, before making payment for traffic, it is necessary to ascertain that your landing and messaging pages are completely ironed out. If not so, you find yourself paying for unconverted traffic.
To enable you to benefit more from AdWords, Google itself provides a series of learning materials.
- Try to know the Value Propositions and to Utilize them
Before using paid search to buy traffic, you should understand the value propositions and message. Unless you are into test messaging with PPC ads, it is essential to know the things that evoke your customer’s responses. That is before you invest in a paid search. Moreover, you will just be wasting your resources if the value proposition is not compelling or unclear. Furthermore, being aware of your special selling proposition is not all it takes.
There is the need to ensure that the landing pages you are offering to your customers can emphasize them. Although it is easy to direct your customers to your page, it is not as effective as pages with the customized landing. Due to the following reasons;
- Your PPC ad promise may not match up to the message found on your page.
There are lots of site navigation and distractions on your page that is making it difficult for visitors to convert.
According to Joanna Wiebe who is a conversion copywriter, what can lots of customers be a message that matches with your special value proposition?
- Selecting Keyword is Critical
Selecting the specific keywords, you use for your adverts are critical. Since the keywords you choose will determine the people that will see your add, it is important to choose them meticulously. The first thing you should do is make people search for your products. It is true that most sales begin with Google searchers. However, most industries or audiences may not be motivated by search result revenue. Google AdWords may introduce some information on keyword volume to enable you to pinpoint the number of your searchers. However, if your Google offering does not capture an audience, you will have a limited success rate. So the best thing to do is to understand quite well what the intent of your searcher is.
The early 2000 search researchers explained searches in three different categories such as;
Transactional- the situation where the searcher would like to purchase something.
Informational– in a case where the searcher wants to know about a particular topic.
Navigational– in a situation that there is a specific website that the searcher is looking for.
Pay-per-click adverts are appropriate to transactional keywords. For instance, a keyword such as “purchase glasses online” is likely to get the conversion. Moreover, the people that make this type of search are ready for conversion.
Overall, ensure that all your keywords pass through Google. No matter the category of keyword they belong to, they may be disadvantageous to you. That is if your target audience is off.
Conclusion
Overall, Google AdWords are beneficial to small businesses. That is if they are used appropriately. If used in the right way, they can help you to drive faster conversions and get your target audience. Furthermore, if you have the right keyword, powerful value proposition, and landing page, your business can grow with Google AdWords.