It only takes a quick search on Google to see that there is a lot of concern from small business owners on whether Google Ads will benefit their business on a smaller ad budget. The answer isn’t that straightforward. There are many factors to consider before throwing your hard-earned money into a system you don’t completely understand.
Google Ads allows you to control your ad spend, this means you won’t go over the ad budget that you have allocated. However, this does not mean that Google will use the ad spend in the right places. There is a way to manage your ad spend for optimal performance and mitigate wasting your budget.
Fine tuning your PPC (Pay-per-click) campaigns and prioritizing focused targeting you can determine if your campaigns will fail or succeed. Using a smaller budget forces you to set targets that are more refined to lower your cost per click and cost per conversions. This will require some creative thinking to ensure you mitigate the loss of any ad spend to unwanted traffic.
Determine Your Business Goals
The first step to a successful campaign is determining your goals and objectives. Do you want more traffic to your website (Brand awareness), more sign-ups (Lead generation), or more calls to your business (Conversions).
You will be limited to what campaign objectives you can choose. The best (and cheapest) will be to start off with Responsive Search Ads. Responsive Search ads have been around since the beginning, and the fact that it is still around and stood the test of time shows what a powerful tool it is to this day.
Search Ads are cost-effective and it is the first place people go to when searching for a product or service. You can then create Display Ads (Images) to complement the Responsive Search Ads. Display Ads are most commonly used for retargeting to those customers who have seen your ads before and didn’t convert.
A brand awareness campaign is one that aims to increase consumer awareness about your brand so that your brand and its cause are more visible and recognizable among your target demographic.
Lead generation is the strategic action or process to identify prospective customers. Creating ads to drive relevant traffic to our website to encourage them to join your mailing list is one example of lead generation.
Conversion is when somebody takes the desired action on your ad, such as watching a video, clicking a text link, or clicking to call your business.