As a small business trying to stand out from your competition, Google Ads can be a game-changer. Using this digital advertising tool to its full potential requires understanding your audiences. Targeting individual, prospective customers at different times will help you cut through the noise and be noticed.
Here are tips on how to have some Google Ads success…
Think like your customerGoogle Ads appear at the top of the results page on a Google search. Which ads appear depends on the keywords you selected for your ads. You only pay when someone clicks on your ad. As a small business owner, Google Ads allows you to set a finite budget. When your budget is spent, your ad will no longer appear. The key to successful Google Ads is to understand what potential customers are searching for when they are ready to buy. You need to differentiate between high intent keywords, which customers use right before a purchase, and low intent keywords. Those are used by people simply browsing for information, for example. Conduct so-called ‘dummy searches’, pretending to be a customer. If you are finding this hard, ask friends and family to search for your products or services as if they were ready to buy. Make sure you keep track of the words they used in their searches. Remember to look at the ads close competitors use. To create your list of keywords, use Google’s Keyword Planner or a similar tool.
Understand the future of Google AdsApart from understanding how Google Ads works, it is important to appreciate where the platform is headed. This will help you focus your marketing activities. Google is moving towards more automation. Google Ads is being adapted to be increasingly driven by artificial intelligence technology and less by personal input. Sounds scary? It is not. In fact, it will make it easier for you to use Google Ads. The platform will write your advert copy, find your customers and even differentiate between high intent and low intent. You need to focus on what information you feed into Google Ads. How well you can define your audience will become the main differentiator and the basis for optimization. Never underestimate the importance of researching your target customers thoroughly. Depending on your business, you may need to segment your prospects into groups based on common characteristics. Remember that Google Ads can only be as good as the information you provide, so it is worth investing time and effort at this initial stage.
Focus on three key strategies for Google Ads successUsing different strategies will help you get more out of your marketing efforts. All small businesses should consider these three key strategies to help reach their audiences:
- In-market and affinity audiences marketing
- Using Google Analytics for segmentation