Google Ads

Are Google Ads Worth It For Small Businesses in 2020?

If we take a look back to what advertising was like for businesses in the year 2010, we would probably say that we advertise MUCH differently today. We live in a time where people live on their phones twice as long as they did 10 years ago.

If we take a look back to what advertising was like for businesses in the year 2010, we would probably say that we advertise MUCH differently today. We live in a time where people live on their phones twice as long as they did 10 years ago.

With the surge of people on Google and Social Media, there is an untapped space for advertisers. On Google alone, the average advertiser gets $2 for every $1 spent and only spends money when a user actually clicks on their ad.

To help you see why Google is the perfect platform for every business, I have provided information regarding topics like SEO, website traffic, and even how to beat your competition.

STARTING WITH GOOGLE ADS

If you are new to Google Ads and have no idea what it is and how it works, here is a simple explanation.

Google Ads is the platform Google has created for advertisers. On this platform, advertisers can create ads, set budgets, do market research, and publish ads right onto Google for users to see.

Like mentioned above, you will only ever pay when a user clicks on your ad and goes to your website, except with YouTube ads. Through Google Ads you can also advertise your brand through video ads on YouTube.

There are many different types of ads on Google, but the biggest ones are:

  • Search
  • Display
  • Video (YouTube)
  • Shopping
  • App
GOOGLE ADS VS. SEO
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I have heard over and over from our clients that SEO is better because you do not have to pay any money to be at the top and you can get in front of a lot of potential customers. While this is mostly true, you still will never be able to be at the top of search results.

If you are focusing on only SEO, you may be at the top of organic search results, but you are being beaten by your competitors that are paying for ads (which come at the very top of the page).

On average, it takes anywhere from 3 to 6 months to start ranking on Google. If you are wanting to rank at the top of Google right away and start getting people to your website, Google Ads is where you should be.

SCALABLE MARKETING

The beauty behind Google Ads is that you have an untapped potential for scalability. With millions of keywords and unlimited audience targeting options, you will never run out of possibilities for a successful campaign.

Once you start running ads on Google and you start seeing results, you can put more money towards those keywords and get ranked higher on the search results page.

TOOLS TO SUCCEED

Most advertisers overlook the extensive analytics behind the Google Ads platform. With analytics you will be able to track every dollar spent on ads and how they are performing.

If you are wondering what things you can learn from Google Analytics, the short answer would be: pretty much anything. If you are trying to figure out what your target audience is on Google, you can learn anything from age, gender, and household income to interests and hobbies.

Along with those detailed numbers about your demographic, you can learn things like what keywords are working, what location gets you the biggest return, and even what pages are being visited the most.

Having these numbers at your disposal provides you with the ability to make better decisions about your ad spend, and produce the best results for your brand.

A GREAT SOLUTION TO QUICK TRAFFIC

Do you struggle with getting people to your website or office? Do you feel like you have tried everything and just aren’t seeing the results you want? Google Ads is the best way to bring new people to your business at a fraction of the cost.

On the Google Ads platform, you have countless options for targeting your current audience. If you want to get people to your website at a very low cost per click and get your brand out there, you can create a display campaign. If you want to get people who are actively searching for what you have to offer, you can use a search campaign which is a little more expensive, but you will know that that person has high intent for purchasing.

As a small business, you are always focusing on sales and how to get the word out about your product/service and Google Ads is the best way to get you quick traffic at a relatively low cost (compared to other marketing options like radio or billboards).

HAVING A GREAT WEBSITE

To help you understand the importance of not only a beautifully designed website, but an optimized one, here is a list of facts about why having a great website is vital to the success of Google Ads (and digital ads altogether):

  • 48% of people cited a website’s design as the number one factor in deciding the credibility of a business.
  • 8 out of 10 consumers would stop engaging with content that doesn’t display well on their device.
  • 68% of the companies that developed a mobile-first website saw a rise in sales.
  • In 2019, 57% of website traffic comes from mobile.
  • 94% of people say bad design is the main reason they don’t trust certain websites.
  • 47% of people expect websites to load in 2 seconds or less.
  • Users spend an average of 0.05 seconds on deciding whether to stay on your site or leave.
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If you do not have an optimized website that is beautifully designed and made for the user, then you have a lot of work to do. If you own a restaurant or a brick and mortar store, would you want to bring more people to you if you knew that your location was not clean or appealing? Probably not. The same should be said about your website.

BEAT OUT THE COMPETITION

Do you want to crush the competition and be the #1 product or service on the market? Well in order to do so, Google is where you need to be, because that is exactly where they are.

If someone is searching for plumbing service, or a bridesmaid dress, the first place they are going to go is Google to search for “plumber near me” or “bridesmaid dresses”. Are you coming up for those kinds of searches? Well your competition is, and in order to beat them you need to be marketing your brand on Google Ads.

CONSTRAINTS TO GOOGLE ADS

With a startup, there are a lot of budget constraints and time needed to focus on your brand, and both of those things are vital to the success of a Google Ads campaign.  

As a digital marketing agency, we spend about an hour a day on each of our accounts tweaking budgets, changing out creatives, updating keywords, researching and implementing ad copy, etc. This can be very difficult for someone who wants to focus spending time on their brand.

Are you familiar with the phrase “Go big or go home”? Well this statement couldn’t be more true for Google Ads. You do not want to spend $250-$500/month on ads. If you want to have a successful campaign, you will want to put more in to get even more out.

With that said, most small companies do not have a large budget, and if that is the case for you, you should still be marketing your brand on Google even if that's $500 a month to keep your brand in front of the eyes of potential customers at all times.

SO, IS GOOGLE ADS WORTH IT FOR SMALL BUSINESSES?

In short, the answer is yes. You should always be marketing your brand on Google whether you have a large budget or not, even if you do not have the time. There are many agencies out there that can run your Google Ads for a great price.

If your plan is to try and run Google ads on your own, here is a quick video for initial setup of your Google Ads account.

Google Ads can be an amazing platform for your brand - if used correctly. 76% of ad campaign budgets are wasted due to poor targeting, keyword research, and conversion tracking. If you are struggling to know how to setup your first Google Ads campaign, watch this video.

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