Google Ads is a big marketing expense for lots of Melbourne small businesses. Because of this, it is important to make the most of the your Google Ads budget to get the best return for the money you spend.
A well set up Google Ads campaign is a good start. However, it also needs to be skillfully managed to make sure that you continue to get good value from your Google Ads campaign.
Here are 5 tips to make the most out of your Google Ads campaign:
1. Set your Goals
Before you set up your Google Ads campaign you need to think about what your goals are. For example, do you want a certain number of people to call you each week? Alternatively, are you looking to improve your brand awareness and increase the number of people on your email list?
No matter what your goals are you need to make sure your Google Ads budget is sufficient to achieve your goals. The worst thing you can do is to spread your budget too thinly. If you do this, it is very likely you won't achieve any of your goals. If you can't change your budget it is best that you reset your goals and have a more targetted campaign.
2. Negative keywords
Negative keywords is one of the most effective ways to achieve a targetted Google AdWords campaign. However, it is often overlooked as you need to do it continuously as part of your Google Ads campaign management.
By using negative keywords you can increase the likelihood of people clicking onto your website really being interested in your products or services. For example, if you provide painting services then you may decide to have phrases like 'painting jobs' and 'painting apprenticeships' as negative keywords. This will eliminate people looking for jobs clicking onto your adverts and costing you money.
3. Click fraud
Click fraud is where a computer programme or even an individual repeatedly clicks onto a Google Ad. As a result, the amount spent on Google Ads increases and you end up with less conversions.
It is more prevalent in some competitive industries but it is estimated that nearly 20% of total digital ad spend is wasted on click fraud.
The good new is that you can do something about it. This includes using tools such as ClickCease. Their software excludes invalid IPs and blocks fake clicks. It means you are not wasting your budget on people trying to sabotage your Google Ads campaign.
4. Aim Lower
When most people start a Google Ads campaign they quite often want to their ad to be in the Number 1 position.
However, being at the Number 1 position can be very costly. In fact, it can make the cost per conversion so high that it is not worthwhile advertising. In addition, there is a greater chance of people mistakenly clicking onto your ad when you are in first position.
By going down just one spot to position 2 (and even a bit lower) means that it is going to cost you less to advertise. As a result you are able to advertise more often - leading to more people clicking onto your website.
5. Don't rely solely on Google Ads
Google Ads is great for getting quick results. However, if it is used in the long term as your sole method of marketing your small business, then it can become very expensive. That's why you need to think about other marketing strategies as well. This could include things like SEO, Microsoft Advertising, email marketing, social media and even old fashioned flyers.
Dynamic Websites specialise in small business web design. We are based in the Melbourne suburb of Hawthorn and provide services throughout Australia. We understand what it takes to get a small business online at an affordable price and with the minimum of fuss. Along with designing websites for small business, tradies and online shops we provide online marketing services. Our online marketing for small business extends to Google Ads, Microsoft Advertising, search engine optimisation (SEO), content writing, blog writing and social media marketing.