6 Google Ads management tips for small businesses

Author: Jake | Created: 15-02-2022

Companies who use digital marketing, such as Google Ads, are on the right route as traditional advertising becomes obsolete.

Google Adwords was founded two years after Google.com was launched as Google Adwords. Google Ads was eventually renamed, and it has since evolved to become an advertising behemoth with over 5.5 billion daily impressions.

Advertising with Google for small businesses is increasingly commonplace around the world, and for good reason.

Companies that spend a lot of money on Google Ads and Google Ads Management see tremendous results.

In reality, Google Ads has an average return of 8:1; that is, for every £1 spent on Google Ads, enterprises receive £8 in return. This, however, does not happen by itself; you must devote a significant amount of time, attention, and resources to your Google Ads campaign in order for it to be successful.

Here are a few things to consider if you want to optimise your Google Ads campaign.

1. Work on your landing page

Anyone who clicks on your adverts will be forwarded to the landing page. As a result, you must optimise your landing page to be both relevant and appealing.

The material should be relevant to the ad and convey the same message.

Keep the following in mind when improving your landing page:

  • On your landing page, repeat the ad's message
  • Consistency is important when it comes to keywords
  • Include a call to action button or a CTA statement at the bottom of the page
  • Avoid making the landing page too complicated

If you keep this in mind, you'll be able to significantly boost your click-through rates. Your landing page should also be concise, straightforward, and well-structured.

2. Optimise ads for mobile

Many of your present or future consumers shop on their mobiles. If you own a retail store, this is especially true. Make sure you optimise these adverts for mobile devices so you don't forget about them.

While most organisations get desktop ads correct, the same cannot be said for mobile ads.

The easiest way to tackle mobile ads is to keep them separate from desktop campaigns entirely.

That way, you can concentrate on your mobile user and enhance your mobile ad conversion rate.

You should also experiment with mobile-only advertisements for a few months to evaluate how they perform.

If the quantity of mobile leads does not significantly grow, you can eliminate them.

3. Fill out your ads completely

When designing your advertising, it's a good idea to complete all of the information areas so that they function better. Here's how to properly fill them out:

Headline 1 – Include the brand name as well as the product or service you're selling or providing to the customer or client.

Headline 2 - As you develop context for the description, gradually bring the ad viewer into your offer.

Paths 1 and 2 – Enter the location and general product details for path 1. Path 2 is a bit more detailed, but not overly detailed.

Description - This is where you provide details about the product or service. The descriptions should pique the interest of the viewers and entice them to click. A captivating CTA is the cherry on top of your description, so make sure it's there.

4. Use correct keywords match type

The foundation of a successful PPC campaign is the selection of strong keywords and modifiers. Google displays advertisements based on their relevance to the user.

As a result, your keywords should revolve around your product and the search query entered by the user.

Keyword match types are divided into four categories:

Broad – The broadest keyword matching net, which includes synonyms and nearby variants like shoe and sandal.

Broad match modified – Displays advertisements to users who search for your keyword phrase using each of the terms or variations of the words, such as +red +shoe.

Phrase match – This is a more restrictive target than 1 and 2, allowing for other words to appear in before, inside, or behind the words in your keyword phrase. For example, while searching for red running trainers, [red shoe] will come up, but not when searching for red sandals or running shoes.

Exact Match – When a person searches for a product or service, your keywords must match the exact words they type into the search box. For example, the phrase "red shoe" will not bring up images of a red racing shoe, a pink sandal, a red shoe, or a red shoe. To activate this ad, all of the terms in your search, and only the words in your search, must be entered into the search form.

5. Change keyword match type over time

Starting with the broadest keyword match types is a smart approach. This way, you'll have more control over your ads and a larger audience for them.

Later on, you'll want to narrow down your keyword match types to focus in on your target market.

It also enables you to collect sufficient data for your KPIs, which is essential for efficient marketing.

Tighter keyword targeting can boost your ad's quality score, which has a big impact on everything else, including how well your money is spent.

6. Use the right ad extensions

Ad extensions should not be overlooked because they offer your brand to the site user. There are a few different ad extensions to choose from, so be sure you pick the proper ones.

Here are some ad extensions and their implications for your Google Ads campaign:

  • Review Extensions - When a web user clicks on the advertising, they are redirected to product reviews on your website.
  • Callout Extensions – These help the web user create rapport and confidence.
  • Sitelink Extensions - Redirect users to other links related to the product or service you're advertising.

Remember that you can mix and match these extensions, so pick the ones that best suit your needs.

The success of your Google Ads campaigns depends on you

Ad management on Google can be difficult and annoying. However, if you follow the advice given above, you'll be well on your way to success. Make sure you understand your return on investment (ROI) and how to enhance it over time.

Do you need help developing a successful ad strategy?

Then it's time to get the help of experts in the subject. We're a group of devoted professionals at Science in Advertising who will fine-tune your Google ad management approach into a well-oiled sales machine.