Is Google AdWords Worth It for Small Business? 

25th May 2020

Adam Echoles

In the event that you've ever worked with an advertising advisor or done a Google search, you've likely had somebody instruct you to utilize Google AdWords. Pay-per-click (PPC) promotions that show up in Google query items pages can be a successful method to produce traffic—especially traffic that changes over into clients—by bouncing to the head of indexed lists. 

In the event that you pick the correct catchphrases and financial plan, you can purchase your way to the head of the outcomes page. At times, similar to the abovementioned, searchers may even need to look down before they move beyond your promotions. 

Simultaneously, Google AdWords makes it simple to go through a ton of cash rapidly. In the event that you aren't exactly OK with what you're doing, you could blow through your entire showcasing financial plan. 

So are PPC promotions justified, despite all the trouble for independent companies? 
 

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Why use PPC ads for small business?

PPC and Google AdWords can be worth it for small businesses—if you know when they make sense and how to optimize them.
Here are six of the advantages of Google Adwords.

1. Reach people when they’re looking for you

If you target the right keywords with PPC ads, you can get in front of potential customers at the exact moment they’re looking for your products.
The “buy glasses online” example above illustrates this point. Just about everyone googling that term is looking to buy glasses in the near future (except for me, I guess).
Having an ad that serves up your products on transactional keywords is a great way to get new customers.  

2. Target based on geography

If you run a local business, you don’t care about appearing in search results outside of your area.
Google AdWords lets you target your searches based on geography, which can help you get in front of potential customers near you.
Combined with local seo, geographically-targeted PPC ads can help you get more customers from your community.

3. Target multiple audiences that use the same product

If you sell products that can appeal to multiple different audiences, PPC ads can help you reach those audiences by letting you target different keywords.
Say, for example, you sell filter papers that can be used in both laboratory research and industrial manufacturing.
If you created a product page and tried to optimize it for search, you might have to choose between your two audiences—or choose a more general term like “carbon activated filter paper.”
PPC ads would let you target each audience individually by using industry-specific keywords. “Industrial smog filters” and “chromatography filter paper” may apply to similar products, but they attract very different audiences—PPC lets you target both.

4. Send people to specific landing pages

When someone clicks on a PPC ad, they get sent to a page on your website. One of the strengths of PPC ads is that you get to choose that page.
A lot of people send PPC traffic to their home page, which is ok (if not ideal). But one of the major strengths of PPC is that you can send people to customized landing pages that are optimized to convert.
By sending people to landing pages that offer what they’re looking for, you can increase your chances of converting them into customers.

5. Track results easily

With PPC ads, you can track clickthrough rate, ad spend, and conversion rate on landing pages. You can A/B test different ad copy and landing pages easily to maximize ROI.
One reason PPC ads are such an attractive marketing tactic is the ability to track ROI. Return on investment is a huge consideration for your marketing budget, and PPC ads won’t leave you guessing.

6. Get results quickly

Other approaches to getting seen in search engines can take a long time to start working. The conversion process is longer and more difficult to measure.
PPC ads aren’t a silver bullet, but they will get you results much faster than most other marketing tactics.
If you have the know-how, products, ad copy, and landing pages together already, PPC ads are a simple way to start getting sales.  

Things to consider before using PPC ads for small business

Google AdWords is a powerful tool that can serve a few different functions in your marketing. Still, there are a few things you should consider when you’re deciding whether or not Google AdWords is worth it for your small business.

Google AdWords has a learning curve

Google AdWords isn’t free. Because you’re paying by the click, it’s possible to spend a lot of money very quickly.
As you’re getting up to speed you want to make sure you understand your daily budget limits, as well as how Google is going to deploy that budget.
At the same time, you’ll want to make sure that your messaging and landing pages are fully ironed out before you start paying for traffic—or you’ll pay for traffic that doesn’t convert.
Google itself produces a ton of educational material that can help you get the most from Adwords.

Understand your value propositions—and use them

You should know your messaging and value propositions before you start buying traffic with paid search. Unless you’re actively using PPC ads to test messaging, you should know what your customers respond to before investing in paid search. If your value proposition is unclear or not compelling, paid search is just going to waste your money.
Even knowing your unique selling proposition isn’t enough—you need to make sure you are sending your customers to landing pages that emphasize them.
Yes, you could send visitors to your home page. But this approach is less effect than customized landing pages for two reasons:

  1. The messages on your home page don’t necessarily match the promise of your PPC ad

  2. Your home page has lots of distractions and site navigation that makes it harder to convert visitors

Keyword selection is critical

The keywords you choose to advertise on are critical, as they determine who is going to see your ad. First of all, people need to be searching for your products. Although many sales start with a Google search, some audiences or industries are less likely to be driven by revenue from search results.
Google AdWords gives you some keyword volume information that can help you figure out how many people are looking for you. If there isn’t an audience for your offerings in Google, your success will be limited

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OOBSERVE is a fully digital marketing agency, based in India on May 2020. Our aim is to help sellers to grow their businesses up to 10X through our outstanding, innovating and thought evoking marketing techniques. We are offering google ads, social media marketing, seo, website development services, so that our clients can elevate their sales graph and improve their ROI up to 10X.

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