As a small business it is difficult to get noticed by your prospective customers, particularly if you have some bigger competitors with deeper pockets. Building a social media presence and writing great content for your website will eventually result in better page positioning in Google search, but it is a time consuming process and can take a long time to deliver results. Sometimes, if you want to start selling or getting noticed straight away there is, there is just no alternative but to advertise. Most advertising is beyond the budget of small businesses, but Google Adwords is one of the few exceptions – if done intelligently.
Essentially, Adwords allow you to be seen by your potential customers at the very moment that they’re searching on Google for the things you offer. And you only pay when they click on the advert to visit your website. You will see Adwords at the top and bottom of Google search results pages and sometimes on the right hand side of the page depending on the device you are using.
To advertise your business you first create an advert that tells people what you offer – a heading and several lines of relevant text. Next, you choose the search terms that will make your ad show in the Google results. Finally, you set a daily budget and your ad is ready to go live. It sounds very straightforward, and it is. The secret to success however is choosing the right keywords that accurately reflect your offering, and which are not so common that everyone else in your sector will be using the same keywords or phrases.
Adwords uses an auction system, so each time your AdWords ad is eligible to appear for a search, it goes through the ad auction. The auction determines whether or not your ad actually shows and in which ad position it will show on the page.
Here’s how the auction works:
- When someone searches, the AdWords system finds all ads whose keywords match that search.
- From those ads, the system ignores any that aren’t eligible, like ads that target a different country or that are disapproved.
- Of the remaining ads, only those with a sufficiently high Ad Rank may show. Ad Rank is a combination of your bid, ad quality and the expected impact of extensions and other ad formats.
Common terms, such as ‘mobile phone’ or ‘insurance’ are hugely competitive. They have many companies bidding for their ad to be shown in response to such searches – and so the price paid at the auction can be very high indeed – sometimes as high as £50 per click. The secret is to research carefully those keywords which people will use when searching for your products – you can then use those as search terms. So, for example, brides-to-be living in Guildford and looking for their wedding dress might enter a Google search for ‘cheap designer wedding dresses Guildford Surrey’.
If you happen to be the owner of a wedding dress shop in Guildford then that would probably be a good search keyword to use in your Adword campaign. Being fairly specific and limited in geographical area the competition for the keyword will be low. Accordingly, the price you pay for your ad to be shown in response to the search will also be correspondingly low.
Marketing 4 Startups runs highly effective Adwords campaigns for our clients, researching relevant keywords and constantly tweaking your campaign so that you get the most effective advertising for your business at the lowest possible cost. Give us a call on 07786 114 870 for more information and a demonstration of what Adwords could do for your business.