Google Ads can help your small business drive more foot traffic, phone calls, bookings, and sales by simply inserting your business in the one place that your customers are looking…
That is on the top of the first page of Google Search.
This tutorial will explain how you can leverage Google Ads and how to use Google Ads to drive small business growth in 2021.
If you have never used Google Ads before and you’re considering getting started with it or you’re looking to get more out of your current Google ad campaigns, then this tutorial is for you.
Google Ads for Small Businesses
Let’s understand how you can leverage Google Ads for small businesses:
What Are Google Ads – Text Ads?
There are many types of Google Ad campaigns that you can get started with.
However, in this tutorial, we’re going to focus on the ‘Search’ network to help you get started with text-based ads as this ad format is easier to understand for beginners and highly effective for small businesses.
These text-based ads are extremely effective for small businesses wanting to drive foot traffic, bookings, and phone calls through to their business. Text-based ads fall into the marketing category called pay per click (PPC).
PPC means that when someone clicks on your ad, you are charged – only when someone clicks on your ad.
A great benefit of this is you’re creating brand awareness because your text-based Google Ads are showing up on the first page of Google Search where your customers are typing in specific keywords related to your business, services, or products.
In other words, text-based ads allow you to put your business in front of your customers.
When someone clicks on your ad, how much you’re being charged is called cost per click (CPC).
This varies based on the industry you are in and the competition. It could be below $1 per click or above $30, the variation is large and partially depends on what your competition is spending as well.
Keyword Research Tools
You can use tools like the Keyword Planner within Google Ads to identify the CPC for specific keywords that you want to target.
These are keywords that you want your ads to appear for when people type those keywords into Google Search.
Now, one of the benefits of using Google Ads for small businesses is you can instantly appear at the top of the first page of Google rather than the organic alternative which is focusing on search engine optimization (SEO).
SEO is the process of optimizing your website for search engines like Google Search.
However, it takes time before you start building momentum with SEO and there’s no guarantee that you’ll reach the first page of Google because your competitors could be engaging in SEO as well.
Related: How To Use Keyword Planner– Watch the full tutorial
Google Ad Extensions
Now, you can actually optimize your Google Ads to drive more foot traffic, bookings, leads, or phone calls by adding extensions. These are used to bulk up your text-based ads.
For example, you can see that some of these text-based ads here have call extensions, location extensions, site link extensions, price and promotion extensions.
Ad extensions just give your potential visitors more information about your business and entice them to click on your ad.
In 2021, the majority of search traffic is coming from mobile devices. When you have a phone call extension connected with your Google Ads, a potential customer can find your phone number extension and they can click to call through to your business.
And that’s going to allow them to directly call your business rather than clicking on the ad that takes them to the website.
This is extremely effective for driving leads for service-based businesses. On the other hand, location extensions are extremely effective for local businesses that want to drive more foot traffic.
If you’ve connected your Google Ads with the Google My Business listing, you can promote your Google My Business in the triple pack.
This means that if people scroll past the Google Ads on the first page of Google, they will see the map listings or Google My Business Listings.
You can see how to do this here.
And if you have a location extension, you will appear at the top of these listings.
This brings us to the triple threat strategy:
Triple Threat Strategy
We typically focus on this strategy so that our clients can appear 3 times on Google’s first page.
This maximizes your exposure and ultimately the number of clicks.
With this Triple Threat Strategy, first what you’re doing is ranking number one for your Google Ads.
Below that we’ve got the Snack Pack or Google My Business listings – the location extension.
You can see the call-to-actions on the listings themselves. And the third part of this strategy is the organic listing (SEO).
Your website should ideally appear in one of the top three spots on the organic listing on Google Search.
To sum the triple threat strategy, you are ranking on the first page of Google search for:
Google My Business
Organic website listing
By implementing this strategy, you’re going to ultimately drive more business growth and success long-term.
That’s it for this Google ad for the small business tutorial.
Read, more: What is Google Ads
Google Ads Tutorial for Beginners
Take a deeper look into Google Ads as a viable option for a profitable marketing strategy for your small business.
If you are a beginner, we have a video tutorial to get you started with Google Ads. This video covers all the points mentioned above in detail. If you find any difficulty or need any support with Google Ads, get in touch with us. Enjoy this Google Ads walkthrough!