Yes! And below I’ll detail why and how you make it work for your business! Whether you have a small budget, targeting local customers or UK wide, there’s a campaign strategy for you.
If you’ve ever been on any of our free webinars, you’ll know that measurement is essential. If you’re a small business budgeting £200 per month on advertising, you need to see a return on investment, whether that’s a transaction, booking, sign up or enquiry. Before you get started, make sure you have Google Analytics on your website, ensure you’re Google Ads and Analytics are linked and either make sure e-commerce tracking is enabled or that goals are set up within Analytics to measure specific actions users take on the site.
If you’re an e-commerce business…
Google Shopping Campaigns can be really effective from as little as £2.50 – £3.00 per day. Good news – using the latest updates on Google Merchant Center it’s now easier than ever to set this up!
First, make sure you have created both a Google Merchant Centre and Google Ads account and linked these. Dependant on the content management system your website has been built in depends on how easy it is to then generate a feed of all your products (great news if your site is built with Shopify, this is even easier). Once you’ve generated your feed and ensured that all your products have no issues, you just need to input your shipping details and you’re done!
The beauty of Google Shopping campaigns is that you don’t need a list of keywords to target, Google will look at your products and display these automatically based on the relevancy of searches. It is however useful to optimise your product information for keywords that you’d like to be found for, as this will help and is also generally beneficial for SEO purposes.
If your business relies on enquiries…
Google Search Campaigns allow you to specifically target the keywords that you’re customers might be searching for. Google even has a tool called the ‘keyword planner’ where you can generate keyword ideas, find out an average of how much you’ll be paying per click and see the average number of monthly searches each keyword receives in specific locations or across the UK.
You can then take these visitors through to a specific landing page that is directly relevant to their search and features your contact information/contact submission form. With goals enabled in Google Analytics, you’ll be able to measure how many enquiries have come from the campaign, and can even learn which specific keywords are generating conversions. You can spend as little as £2.00 per day and see success from using search campaigns to generate enquiries.
You can also target your main competitors by including company names within your keywords, so that when someone searches from them directly, your ad appears.
If your business relies on brand awareness…
Google Display Campaigns are great for generating brand awareness. The beauty of these is that they can be really visual, and if no one clicks, they don’t cost. They’re ideal for brand awareness and remarketing to previous website visitors. They’ll either bring users back through to the website if they click or can feature as free billboard advertising if they don’t.
You can upload a graphic to use directly, or Google features a setup tool which will help you create one.
You can select your target audience by using a range of different tactics such as enabling your remarketing audience, targeting specific websites, targeting lookalike audiences, targeting based on past searches and interest demographics.
You can run these effectively spending as little as £1.00 per day.
Contact us for more information on how we can help you set up an effective Google Ads strategy or book a free 1-2-1 consultancy session.
