How to Advertise on Google Ads: A Practical Guide for Small Businesses

You have probably heard about ranking at the top of Google, or about Google Ads, and how important it is when it comes to winning new customers.

What you may not know yet is how the platform actually works, and the 5 proven steps for advertising online.

In today’s article, you will see in PRACTICE how Google Ads works, along with the pros and cons of advertising your website. 🚀

Every client we work with has a different priority: some want to boost sales, some want to capture leads, and others simply want to strengthen their brand in their market.

No matter what each client is after, they all have one thing in common: every one of them has potential customers searching every single day for products and services just like theirs on Google.

It does not matter what you sell or what you do, on Google you can reach your audience without much trouble.

After all, Google is the largest search engine in the world, handling more than 3.5 billion searches a day.

What is a search network?

Not long ago, when you wanted to buy a new product or track down some information, you had two options: head to the library or ask someone.

Today, you find every answer on Google, and the platform uses the keywords in your search to surface sites with the content you are looking for. 🔎

Keep in mind that Google does not produce content itself; it points people to content that already exists, like your website.

You are one of those people, and you have almost certainly come across an ad that looks like this:

Any site that shows that small, subtle “Ad” label right at the top of Google is what we call a paid search result.

According to recent research, 75% of users never look past the first page of Google.

And of that group, 28% click on the first or second link shown.

In short, ranking at the top of Google is the best way to stand out from your competition and bring in new customers day after day.

But is simply paying enough? 🤔

How to build a solid Google Ads strategy

Like everything in business, you need strategy and planning.

The best way to get ready to advertise your site is to invest in the foundation of that site.

A lot of entrepreneurs and business owners keep a purely institutional website that introduces the company, and when they decide to start running ads, that is the site they use.

Know that this is not the best strategy. 🤨

To run ads that actually convert, you need a dedicated sales page (a landing page) built specifically for your product or service.

On this page, you speak directly to your audience, creating a real sales process, and in doing so you improve both your ad performance and the quality of your leads.

Now, for the more hands-on side of building a good Google Ads strategy: analysis and research.

Everything in advertising comes down to testing, and to build a solid Google Ads strategy you need to:

• Define your audience and buyer persona
• Set your goal for leads and contacts
• Decide how much you want to invest
• Choose your primary keywords
• Write a compelling headline and ad copy
• Review the data and make adjustments

This is the exact process our PPC managers follow for every single one of our clients.

And you can start putting it into practice today, with solid planning.

How much should I invest in Google Ads?

This is an important question, because when we talk about ads, we are also talking about investment.

When you start advertising, you have three main investments: fixes and improvements to your site, your ad spend on Google, and your PPC manager.

Now, if you are one of our clients, we build your sales page for free during your first month of advertising. 🆓 That is one less cost to worry about when you are getting started.

Two key factors that shape a campaign’s daily budget are your product or service and the region you are targeting.

Here is an example:

If you provide a service in a large metro area like New York or Los Angeles, you will clearly face plenty of competition, and the cost of each keyword tends to run higher.

On the other hand, if you advertise nationwide, you reach more people for a comparable budget.

Every client is a unique case, but on average you can start advertising with as little as $5 a day. 💰

Does Google really bring in customers?

Okay, okay! You already understand how Google works: you advertise your site using keywords tied to your product or service, you land at the top of Google, and potential customers click, visit your site, and reach out to you.

But does that actually happen? Is it worth the investment?

This is a question we hear in almost every sales meeting, and the answer is:

YES, IT IS WORTH IT

Look, every dollar you invest in traffic for your business brings two things: visibility and customers.

Either way, your company gains more visibility and a stronger position in the market, but beyond that, do the math:

How many products do you need to sell to cover the cost of your ads?

That number is absolutely within reach with Google, and every piece of relevant information you capture from each ad about your audience’s behavior is pure gold for any marketing strategy.

That is why your company only stands to gain, but to get there you need a good PPC manager. 🚀

How to choose the right PPC manager

Think through a few key points before you hire a manager, points that go well beyond simply glancing at their portfolio.

Ask these questions:

• How often will my campaigns be adjusted? (Ideally weekly, or every four days.)
• Who writes the ad copy? (Ideally a copywriter.)
• Will you install the tracking pixel and all the necessary Google tags? (Yes! That is a must for any good PPC manager.)
• How often will we meet to discuss strategy? (At least once a month.)
• The ads run in my own account, right? (They need to run in your account.)
• Are you familiar with all of Google’s policy guidelines? (They need to be, to avoid getting the account banned.)
• Who will actually manage my account, you or someone else? (Trust your account only to paid search specialists.)

These are just a few of the important questions to ask your PPC manager.

And if you want to learn more about how to choose a good PPC manager, come talk to us! 📲🗣