There's one core goal in marketing: to get noticed by your customers. Everything else comes after this.
Sometimes, there’s no better way to get noticed than to get your name on Google, exactly when your customers are searching for a business like yours. Welcome to the world of PPC (pay per click) advertising on Google Ads.
Picture the scene. Your customer has just worked a long day and all they want to do is come home, relax and sit in front of the TV to watch their favourite film. But, to their horror, when they go to cook dinner, their kitchen tap explodes and water starts leaking everywhere.They need a plumber - fast.
What do they do? They Google an emergency plumber in their area. They haven’t got the time or energy to browse through every option available to them when there’s water spewing everywhere. If your name is at the top of the results page, you’re getting a call.
Google Ads is how you get your name at the top of that list.
Sure, Google Ads can be intimidating to get into. We’re not denying there’s a steep learning curve, or that if you do it wrong you could be wasting your money.
The thing is, Google Ads is a lot more manageable than you might think. There are ways to keep it simple and profitable. In fact, done right businesses can earn $2 for every $1 spent on Google Ads.
Ready to unlock profit for your business? Get started with our three easy ways to make Google Ads more manageable for your business.
1. Focus on your goals
The world of PPC advertising is big. You’ve got so many options and opportunities to carry out a variety of campaigns to suit literally any purpose. But this can also be your downfall. If you try to do everything, you’ll achieve nothing.
You need to learn how to walk before you can run. This means cutting back your ambition to try everything and instead focusing on more simple goals.
Before you jump into Google Ads, ask yourself what your goal is - and yes, it needs to be something more than just “make money”. Explain how you want to do that.
Do you want to:
- bring new customers to your website?
- increase footfall to your shop?
- sell more of a particular product?
- get people to sign up to a free trial?
- have people call your business for a quote?
And so on. Whatever it is, focus on your goal. Build your campaigns around achieving it. You’ll find management a lot simpler and more profitable when you do.
2. Target your customers
With PPC, you are paying for every single click your ads get. I’m not saying this to make you panic about your Google Ads budget - but instead remind you that you need to make your ads count.
Every ad you put out there should be in the right searches, in front of the right audience. Because if you’re not targeting your potential customers properly, then what’s the point of being on Google Ads?
To do this, you need to think clearly about who your audience is, and use all the features available to you to correctly target them. This includes:
- location targeting - letting you show adverts to people in a specific street, city, region or even country;
- ad scheduling - making sure that your ads only show during certain times, such as during your opening hours or when your customers are most likely to be online;
- device targeting - so you can allocate more budget to the devices that your customers are using;
- your ad copy - which gives you the creative space to tell your customers exactly why they should click your ads, in a way that appeals to them.
Don’t struggle trying to appeal to everyone - target your customers.
3. Get a PPC management tool to do it for you
One of the best ways to make your Google Ads more manageable is to use a PPC management tool. A lot of small businesses or start-ups don’t use tools, because they assume that they’re out of their budget or made only for the big leagues.
This, quite frankly, isn’t true. There are tons of PPC tools on the market for all business and budgets. This includes a range of free tools, such as:
- Answer The Public, which helps you generate keyword ideas by finding the questions people are searching for;
- Google’s Keyword Planner, which helps you find search history data and plan the best keywords for your campaigns;
- Kayoora’s Expanded Text Ad Tool which helps you see your ad copy as an advert and check character counts.
And much more. Of course, if you are prepared to spend more, there are a ton of paid options that can also help automate your ads, generate reports and give you around-the-clock account monitoring.
Take a look at the best options on the market in this PPC software comparison overview.
Making Google Ads more manageable
If you want to make your Google Ads campaigns easier to manage, the best way is to scale back your ambitions and focus on what’s really important.
Think about the goals you want to achieve and the customers you are trying to reach. Then, target your ads to them. With a narrow focus and a strong idea of your goals, you’ll make Google Ads easier to manage in no time.
And of course, there are more than enough Google Ads management platforms and tools out there to help you manage your adverts every step of the way.
Copyright 2020. Featured post made possible by Danielle Strouther, copywriter at Adzooma – the simple, quick and easy way to manage your online advertising.