How Google Ads Can Help Any Small Business Grow

Heading down the Google rabbit hole with a search of ‘how to market my small business online’ is a near-guaranteed recipe for confusion and overwhelm. Start a blog, engage in Facebook communities, get on TikTok, beef up your SEO, send out press releases to get media attention, start a newsletter, produce high-quality video content…the list goes on…and on…and on. 


But, before you try to become the next TikTok sensation, let us fill you in on one digital marketing tool that is actually guaranteed to help boost brand awareness and attract new leads: Google Ads. 

How Does Google Ads Work?

We like to think of Google Ads (formerly Google Adwords) as the Yellow Pages of our time. When you create a Google Ad, you pick particular keywords to target (relevant to your industry and location if you service a particular area) and make ‘bids’ on them. 

Your bids compete with other businesses targeting the same keyword. You select the maximum amount of money you are willing to pay for a particular ad, set a daily budget and the length of your ad campaign.

There are three ways to ‘bid’:

  • Cost-per-click (CPC) determines how much you will pay each time someone clicks on your ad.
  • Cost-per-mille (CPM) determines how much you pay per 1000 ad impressions (i.e. how many times your ad shows up on a search result page relevant to the keywords you have chosen).
  • Cost-per-engagement (CPE) determines how much you pay when someone engages with your ad in a specific way (i.e. watches a video, signs up for a mailing list, etc.).

Google takes the amount you have bid and compares it with a ‘Quality Score,’ which, according to Google, is an “estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.”

Quality scores range from 1 to 10 (the higher, the better), and, when combined with your bid amount, Google decides what position to place your ad in any particular search result page alongside competing bids. 

So, now that we understand how it works let’s dive into some of the key benefits of utilizing Google Ads to grow your business. 

Advantages of Google Ads for Small Business

If you’ve been in business for a while, you know that there is no cure-all solution to marketing or advertising your business—some strategies take more time and effort than others, and a well-rounded marketing strategy utilizes more than one avenue. Here are some of the ways that Google Ads can help grow your business.

1. GOOGLE ADS MAKE You Discoverable (Almost Instantly)

Ever heard of SEO (search engine optimization)? It’s is another amazing digital marketing tool that we highly recommend, but it is more of a long-game strategy, whereas Google Adwords works quick. Even the most effective use of SEO on your website can take months to show results, and even then, it can be hard to compete with larger, more established brands. But, a well-executed Google Ads campaign is pretty much a foolproof way to increase the visibility of your business and brand in a short period of time.

2. You Can Target Your Local Market

Run a brick-and-mortar business or offer a service to a specific geographic area? Google allows you to target them specifically so you are not spending wasted ad dollars on people who will likely never purchase from you anyway. This precise targeting allows you to improve your ROI on your ad spend.

3. You Can Easily Measure The Success Of Your GOOGLE Ad Campaign

We get it. As a small business owner, you have to be quite particular about where you spend your hard-earned money on marketing, and sometimes it can be hard to tell what’s paying off and what’s not. This is not the case with Google Ads. When you run Google Ad campaigns as a small business, a key benefit is that you receive detailed reports on the success of each campaign. You can easily curate data on clicks, impressions, keywords, ad copy and the budget you allowed for it to tailor future ad spends. 

There are so many more benefits to using Google Ads as a small business, but these are the key takeaways we would love you to digest if it is a platform you’ve been avoiding. If setting up and managing a Google Ad campaign still feels a little overwhelming to you, we’d be happy to help! Reach out to the experts at Forty Four Inc, and we’ll have you ranking in no time. 

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