Advertising with Google AdWords

Originally published on the Generations FCU Blog

Today’s small business owner has plenty of advertising options to level the playing field with big competitors and stand out in the crowd. In this Small Business Advertising Tips Series, we talk about how you can utilize social media and other digital tools to turbo-charge your efforts.

In my last blog post, I focused on how to leverage social media. In this post I’ll focus on how to use Google Adwords and establish ads that get in front of customers who haven’t discovered your business and reach a wider audience.

Google AdWords can seem daunting because many larger brands utilize AdWords for their own marketing efforts. Google has created a platform to help small businesses get started withAdWords. AdWords isn’t easy to use so it’s important to spend the time reviewing the videos and tools Google has put in place to help you. Once you master using this platform it can be a very powerful tool. I also ran across this infographic and guide to how to get going.

5 Pillars of AdWords

  1. Stucture your AdWords account
  2. Choose the right keywords
  3. Write attention-grabbing ads
  4. Select the right landing pages
  5. Track who became your customers

Start out simple – you do not need a large keyword list. If your keyword list is too large you could actually overspend and go through your budget fast. Focus on 2 or 3 key elements, services or products you offer and then create a small list of keywords that specifically relate to your business.

Selecting Keywords – You need to put yourself in the seat of the customer. How would someone most likely search for your business? What makes sense for a consumer searching online for your services? This is the golden nugget of AdWords – once you crack this you’ll see strong performance.

Tracking Your Performance – Google Analytics is the best tool to help you track performance and how to analyze your account. You’ll see how specific keywords perform, ad groups and quite honestly how much money you are most likely wasting.

Setting Your Budget – Setting a daily budget is really important – don’t try to be the top advertisement. There are too many other players with far bigger budgets. This is a simple formula to use when determining your budget:

(Total Marketing Budget x Percentage For AdWords)/Days in the Month = Daily Budget
Once you set a budget, stick to it. Changing your budget could impact your account’s performance. Bidding in the AdWord’s world determines position. This formula could help you:
Revenue x Conversion Rate = Max Bid

Remember, like all new efforts start small and scale once you’ve hit your stride. You know your business and are the expert at what you do. Marketing your business is just an extension of that in-person conversation you have each and every day. In my next post, I’ll provide tips on how to leverage networking and events.

Other articles you might find useful…

  1. How to Create a Profitable Google AdWords Campaign (from Scratch)
  2. Tips to Streamline Google AdWords for Small Business
  3. A Small Business Guide to Google AdWords
  4. What’s the Difference Between AdSense & AdWords?