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25 January 2021

Will Google Ads Work For My Business?

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Will Google Ads Work For My Business?

Obviously, being in the web marketing industry. I get asked this a lot.
Sadly, there is no easy answer.  I could just say EXACTLY what you want to hear..but that has never been my style.

So, when people ask; Will Google Ads Work For My Business? (Please indulge me whilst I trot out a massive cliche but)..  ‘It depends’.

I honestly believe that advertising, if implemented correctly, will improve your leads and your revenue. There are conditions attached though.

  • Budget
  • Account Structure
    1. Ad Groups
    2. Keywords
  • Landing Pages
  • Competition
  • Response / Attitude

Advertising Budget

Without a reasonable advertising budget, you’re not going to get very far.  The more budget you have the more chance of success you have.

Micro businesses and startups without funding can usually only afford a very modest marketing budget.  Often they may also need to invest in SEO, copywriters, graphic design, printing etc, so whatever is left over for online ads, can be minimal.

Most smaller businesses move their budgets around to ensure that they can pay for the service they need most, as they need it.

If you want to run ads, ask a marketing company to do some checks on the CPC (cost per click price). This will tell you how much it will cost on average, each time someone clicks your ads.  This knowledge will help you to decide what to spend for each click, each day and each month and whether an ad campaign is viable at all.  If an ad campaign is viable and you can afford to run it,  then that’s a good start.

Your ads will need to be well written, varied, organised, and they need to target the right keywords…or they won’t perform as well as they might.

Account Structure

The way your ad account is set up matters.  It’s really way too big a topic for this blog post, but you need to organise your account campaign by campaign.

Keeping things really separate can help you to quickly see how the campaign is performing.   A messy account full of multiple underperforming campaigns is likely to drain your purse, and erode your confidence.

I like to start small with just a few campaigns.

eg:
Let’s pretend you run a Dairy business.  Your campaigns might be
Cheese  & Eggs

You can further segment your campaign into ad groups.
C-Cheese – AG-Cheddar, AG Cheshire – AG Sage Derby

Ad Campaign Structure

Yes, you might sell 20 kinds of cheese, but if you try to advertise them all at once, you’d better have the budget for it, not to mention the budget to pay someone to manage all those ads.

(Yes, you CAN manage them yourself, but in all the years  I have been running ads, I have NEVER seen a well set up campaign by someone who doesn’t work in web marketing.  *not saying they don’t exist, but I have never seen one.)

Be logical, pick the products you most want to promote, either your most popular, or the ones with the best margin. If you try to promote everything..you are more likely to fail because you will waste money on clicks that simply don’t convert.

1: Ad Groups
Make sure that your ad groups have at least 3 ads in them.  3 isn’t the maximum you can have but I would suggest it should be the minimum, at least for a while.

Ad Groups

Try to make each ad different.  I won’t share my exact techniques, but you can differentiate the titles and the descriptions.  Over the first month of advertising, you should see a clear winner amongst the ads emerging.  I usually find one ad massively outperforms the others.  It’s not always the one I thought it might be, so keep an open mind.

2: Keywords

Keywords are the terms you want to bid on, or not bid on.

You can bid in more than one way. This is the reason that many businesses make mistakes and end up wasting a lot of their ad budget.

Let’s go back to our Cheese example, the Wensleydale Adgroup:
We have written our ad, and we want it to show when people search Google for a related set of phrases.

There might be any number of related phrases, that could trigger the ad for example:

wensleydale
As advertisers, we have to discern:

1) Which keywords are relevant?
2) What is the intent of the person who is searching?
3) What the CPC (cost per click) is?
4) Are there any good alternative words, that are of better value?

The person who types Wensleydale into Google might be:

  • Looking for Information about the place (Yorkshire Dales)
  • Looking for directions to the dale
  • Looking for info about the cheese
  • Looking to buy the cheese?

So it’s important to try to work out whether bidding on these keywords will help your business.   Some of the keywords are more obvious, but you will get better results if you target your keywords by match type.

The 4 match types are:

  • Broad Keywords
  • Broad match modifier
  • Phrase Match
  • Exact Match

Again, this topic is too long for this blog post, but by refining the way keywords trigger your ads, you can home-in on the more profitable keywords whilst excluding the less profitable words and phrases.
Find out more on Googles Ad Help Centre.

It is important, in my experience to start conservatively.  This ensures you will learn about what is actually working without breaking the bank.  Rather than just splashing the cash and hoping that something sticks.

Landing Pages

Throwing money at advertising does NOT guarantee success. 
Especially if your website hasn’t had SEO work carried out.

Once you have the attention of the prospective customer you still have to entice them to enquire, sign up, download or make a purchase.  This is the job of the landing page.

Landing pages are the pages that your leads will arrive at after they click on an ad.    If the landing page isn’t targetted and concise, with a good CTA (call to action) you are less likely to convert a prospect into a customer.

Peak District SEO work with you to ensure that your ad campaigns have suitable landing pages that get your key message across with a call to action, ie a message that encourages visitors to enquire, signup, download or buy.

The competition

The competition matters, but let’s not obsess about them. Business isn’t a level playing field, some of your competitors will have bigger budgets and more established marketing campaigns than you do. Some will have a better-known brand. So how do we combat those things?

Just as in our everyday lives, we have to put all or energies into being the best that we can be. It is possible to pick up traffic from larger competitors, and it is possible to turn that traffic into paying customers.  It’s all about getting your offer right.  Once you have the lead, it’s up to you to convert that lead into a lifelong customer.

How much should I be spending on Adwords?

It depends on what you want to achieve.  You can spend a tiny amount, but the results will most likely match your spending.  Over the last five years, advertisers have seen the cost per click increase dramatically as more and more businesses move online and start to compete for visibility.

I think small businesses should be starting with a minimum of £100-300 per month.  This should buy you a decent slice of your local market.  At least Enough to gain enough new visitors to your site to grow your brand locally.

*It depends on your niche though, Ads for Solicitors, financial companies and web design companies can be really expensive.  For example, the keyword equity release is currently costing £22 per click.

That said, businesses who sell Equity Release are not looking for high volume leads, and the returns on converting a lead into a customer will generate many hundreds, possibly thousands of pounds.  So, it’s all relative to how much you are willing to pay for a lead.

eCommerce Businesses who are making multiple thousands of pounds online should look to be spending much more to move to the next level. Say at least £100 per day.

That’s not to say that you should just throw money upon money at an ad campaign that doesn’t work. But when your campaigns do work,  you will want to scale them up.

The question businesses need to ask themselves is whether Adwords is the best cost-effective use of their marketing budget. Remember, when your budget is exhausted, the visibility of your ads dries up with it.

This is why you really need to consider Organic SEO alongside a paid ad campaign.   Organic SEO ensures better visibility across your website and keeps you generating relevant content all year round to support your products and services.

Response & Attitude

Provided that your Adwords campaign is run well, and generates a good return on investment,  then you are on the right track. However, let’s not get complacent.  Your competitors will notice when their sales fall off, they will notice a dip in their revenue. So we have to be continuously engaged in monitoring and improving ad campaigns.

You have to be prepared to make bold choices and cut campaigns that don’t work add new ones. You need to be prepared to increase and decrease budgets when the stats indicate the need and finally, you need to be prepared to follow the advice you’re being given.

If your ad agency says implement some changes, and they don’t work out, then that’s their error.  if they advise you and you do nothing and your income stagnates, you can’t blame them, that’s on you.

Are you feeling up for the challenge?

There is so much more to talk about with regard to Adwords

Talk to your local SEO and PPC experts here at Peak District SEO.
We will listen to your needs and help you to get started on your online advertising journey.

Call today: 01629 707222

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