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In traditional advertising, a limited marketing budget can only get you so far. Your budget will buy you a certain amount of placements for so long. However, pay-per-click advertising offers small businesses a “smarter” format. With the right strategies, you can reach your target audience and generate more awareness faster than ever before.

Google Search campaigns provide access to Google’s vast network of ad placements. This exposure can lead to more sales, leads, and website traffic. Additionally, you can reach your audiences based on geographic location, direct people to landing pages, and track performance as you go.

It sounds like a great case to make for any business owner, right? So, where does one begin? Below we examine the different ways your business can use Search ads to achieve your goals.

Why Use Google Search Ads

Google Search Ads is where to start. They are easy to set up and they work.

As we mentioned above, traditional buying of placements was pretty rigid. A tv placement or guerilla marketing cost a certain amount and got you a set number of impressions. Any tracking would be available only after the ad had come down.

Search ads work differently. As you learn to manage your PPC campaigns and tweek them based on data, you can make improvements long before a campaign is done.

Moreover, unlike a billboard that aims at everyone, Google Search ads focus on keywords that are triggered by user’s search queries. This makes it more likely that the person who sees your ad is looking for your product or service, as opposed to just driving by.

Search for something on Google. At the top, you’ll see ads (nothing organic). After approximately four ads, you’ll see organic results.

The amount of ads that appear at the top will depend on the type of products/services you searched for.

The Search Ads we’re discussing can be found at the very top. For these, you can set a budget and focus on a local market.

Some tips to making these work:

• Get creative with messaging that speaks to your target audience.
• Let them run their course before you pause them. Continue to play around with your ads before throwing in the towel.
• Top a relevant and popular keyword in your URL path to relate to search queries, improve quality score, and reduce your CPC

Text Ads

Though there are many different types of search ads, text ads on search results allow you to connect with users as they search for products and services like yours.

The set up is easy and no special assets are required to get started with this.

Remarketing

Have you ever been searching for gifts only to find that the items that you are contemplating are being featured on a separate page? That’s remarketing!

Within the Display Network campaign, there is an option for Remarketing ads.

You bid on keywords or phrases that deliver your ads to the right people. This feature gives marketers a second chance with lost connections and serves as a friendly nudge to already interested parties.

• Standard remarketing shows ads to users who have already shown interest on previous websites and apps.
• Dynamic remarketing is a little different as it tailors the ad creative to include products or services users viewed on your site. Reach your target audience across all verticals.

Some quick notes for good remarketing responses:

• Set a frequency cap for your campaigns so that you aren’t annoying users. This is merely meant to be a friendly reminder of past interests.
• Segment your audiences by focusing your lists based on how someone has engaged with your website or app.
• Use different ad sizes and formats to optimize across devices.

The Benefits of Google Ads

Though there are many different types of search ads, text ads on search results allow you to connect with users as they search for products and services like yours.

The set up is easy and no special assets are required to get started with this.

The wonderful thing about the Google Ads Manager is that it helps you stay on top of your campaigns as you track everything and monitor activity with new customers.

If you are eager to learn more about Google Ads and their different campaigns, check out our Shark Clip on Google Shopping Ads.

Conclusion

Before it might have worked best to evaluate whether or not PPC marketing and Google Search Ads could serve business and industry. However, since the pandemic and shifts in consumer behavior, the answer to this inquiry is most likely yes.

Though your business may not be online, your audience is so having these ads in place will benefit you and the people interested in your product or service.