Customer Stories, Marketing

How to use Google Ads for small business marketing

Learn how to advertise on Google and promote your small business using Google Adwords to steadily grow your customer base and increase brand awareness.

Are you looking to grow your business? Learn how you can use Google ad campaigns to increase brand awareness and grow your business. Sean Garrity, founder, and owner of Garrity Media Group LLC in Pompano Beach, Florida, shared how he markets his event solutions business to local and international clientele through Google ad campaigns.

Sean started his company over 15 years ago, initially to pursue his passion for entertaining crowds and DJing. Over the years he explored his interest in other areas and slowly transitioned his business into an event solutions company, where he provided hosting and DJing services, as well as marketing strategies and solutions for various types of businesses.

We spoke to Sean to find out more about how arrived at the Google marketing strategy he uses both to promote his business and his clients’ businesses. Here’s what he had to say:

Identify the best marketing strategy for your small business

Hi Sean! Can you please tell me a little bit about your business?

Garrity Media Group LLC is an event solutions company that provides individuals and businesses with everything they require to organize an event. This includes technical logistics, organizing and managing the event, and local marketing strategies.

Most people and companies we work with are local, situated across Florida, but we have worked with a handful of people in other U.S. states. And also some international clients from South Africa and Jamaica. So in addition to actively marketing Garrity Media Group to increase brand awareness for the company, we also plan promotional and engagement strategies for other businesses operating locally and internationally.

What marketing strategy works best for your company? 

When I first started my company, we used word-of-mouth to spread awareness. I’d mention the services I provide to friends and family, distribute business cards, and ask them to let others know about us. We also opted for low-cost marketing strategies that included creating and printing flyers to hand out in the community, promoting on local radio stations, advertising on Google, and creating social media accounts to focus heavily on organic and paid social media marketing.

After many years of trial and testing, we understood that, while social media was great as an organic way to promote my company, it didn’t perform well as a paid tool. In terms of paid marketing methods, Google Ads was the main driver that helped us reach both our, and our client’s target customer bases.

Understand the basics of how to advertise on Google

How do you advertise your business using Google Adwords?

Contrary to popular belief, you don’t need a large budget to run a Google ads campaign. Businesses with smaller budgets can compete with the big spenders on Google Ads just as easily, and get the results they’re hoping to achieve.

Google Ads kicks in when someone searches on Google. The person searching will see a list of results, including paid ads, towards the top of the page. Which ads appear depends on Google’s algorithm which takes many factors into account, such as the audience’s search history, location, demographics, and interests.

Another important factor that helps your ad appear on that coveted first page is your Google ads Quality Score. The score is determined by its relevance according to the keywords you’ve targeted in your ad, the click-through-rate (CTR) for your ad (which is based on how many people who were shown your ad clicked it to visit your website), and the landing page experience for users who visit your site.

How to create Google ads

How do you set up and run a campaign on Google Ads?

The first thing you need to do is to create a Google Ads account. After this, you can create specific campaigns based on your objectives. For Garrity Media, we plan campaigns in 6-month intervals, but this can vary depending on the type of campaigns you run, or the business you operate. 

You can run a search campaign, a display campaign, or a video campaign. Search campaigns are what perform best for us when we promote our business locally.

After you’ve selected a campaign type, it’s time to select an objective. This helps Google to understand what type of audience you’d like to see your ad. The choices when you run a search campaign are: increase website traffic, drive sales conversions, and get leads.

Choose the right keywords for your Google Ads

Before creating and running your Google Ad campaign, start with keyword research to find out what search terms people use when they’re looking for services (or products) like yours. We make use of the Google Keyword Planner tool to help find the relevant keywords that will help us get in front of the right audience.

You can use this free tool to discover new keywords related to your business, view the number of searches for a particular keyword over a given time period, learn the competitiveness of each keyword, and determine the cost to target each specific term. 

When it comes to keyword strategy planning for Garrity Media, or other businesses we help, we always use a mix of short-tailed keywords and long-tailed keywords, as well as high-cost, high-reward keywords, alongside branded or low-cost keywords.

Find and understand your target audience

Google Ads lets you select a target audience for your campaign. You can specify audience demographics, interests, habits, what they’re searching for, and even how they’ve interacted with your business in the past. Google can use this information to create a new, tailor-made audience for your ad, or a custom audience for remarketing purposes.

Understanding your audience through prior research will help you identify what audience attributes to target. This can be age, location, gender, life events, interests, habits, and recent purchases. It’s best to create a completely new audience segment if you’re looking to reach a new customer base.

If your campaign is to remarket your product or services to existing customers or people who have interacted with your business in the past, you can use customized data. This data can be collected through your website or social media platform using cookies or tracking pixels, which helps accumulate your customer’s details. This list can then be used in your Google Ads campaign to show your ads to people who are already familiar with your business.

Set a budget

Google Adwords provides you with many options to set budgets or a bidding strategy. What you choose varies depending on your business’s objectives. In the initial stages of running a campaign on Google Ads, select a daily budget you are comfortable with. As time goes on and you have seen what works well and have analyzed performance, you can move on to more advanced bidding strategies for subsequent campaigns.

Create relevant ads

When working on ads for your search campaigns, make sure the text in your ad is relevant to your audience and contains the essential keywords you want to target. The ad should end with a strong call-to-action (CTA) that will encourage users to take the action you would like them to take. Your CTA can lead to your website, a contact form, a product page, or a landing page. 

(A landing page is any page on your website, existing or custom to the campaign, that people land on when they click the link in your ad.)

To make the user’s experience seamless and ensure they take the action you want, make sure you’ve optimized your landing page. This means that when a user lands on your page it should be relevant to the ad they’ve seen and should be easy for them to navigate through, leading them to take the action you’re trying to encourage.

Now you’re good to go and can run your ads. You can run your ads indefinitely and pause them when you like, or you can set an end date for your campaign.

Measure, analyze, and improve your strategy

What happens once the ads are live? How do you know if you’re getting results?

After your ads have run for some time, you can track metrics that are important and relevant to your business. Google Adwords provides comprehensive reporting within the platform, but if you wish to look into this in greater detail you can link to Google Analytics and track and analyze campaign performance in greater detail.

The metrics we tend to track are the number of website visits, conversions, and return-on-investment (ROI). Analyzing performance over a time period of a few months allows me to understand what’s working well and what isn’t, after which I can go in and make changes such as changing the budget, playing around with ad copy, or perhaps trying different keywords.

That sounds great! Sean, thank you so much for sharing such detailed insights on how small businesses can use Google Adwords to promote their business. Good luck with your future endeavors!

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