You are interested in marketing your small business online, but you don’t have a lot of money to spend. Google’s online advertising program, Google AdWords, lets you place an ad in front of customers searching for products/services you offer. You can generate an Adwords account with as little as $5. Google AdWords is a pay-per-click (PPC) model, so you are only charged when a user clicks your ad. But how do you compete with large companies with the budgets to match? What if you have $100 a month to spend on online advertising?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The key to advertising with a low budget is to narrow your campaign and be as targeted as possible. Having a targeted campaign will limit how many potential customers see your ad, and how many can finally make a purchase. But, it will provide the most sales potential at the lowest cost.

Here are six of our favourite Google AdWords tips that’ll get the most bang for your low budget.

1.GOOGLE SEARCH

Businesses with low advertising budgets should only advertise on Google Search. While Google Display Network and Google Search Partner can produce some leads for your business, they tend to be less skilled and less effective than Google Search. Therefore, we suggest you start with Google Search first.

2.KEYWORD SELECTION

Selecting keywords for campaigns on a low budget is essential. The most apparent keywords to target are your branded keywords. These branded keywords include your company name, your brand plus the products/service you offer (i.e., Klimisch Inc, Klimisch Autobody, Klimisch auto repair shop, etc.). Branded keywords are the low cost per click (CPC) and drive the highest conversion rates. Already ranked in the top position in Google organic searches? A study by Google has shown that even with a #1 rank in organic search, PPC ads still provided 50% incremental clicks. These incremental clicks were not replaced by clicks on organic search when the PPC ads didn’t appear.

Additionally, you can try to target long tail keywords instead of generic head terms. Long tail keywords are keyword phrases that are more specific and targeted to a given business. For instance, the keyword “restaurant” would be considered a generic head term, as there are many types of restaurants in many different locations. Also if you narrow your keyword list to “Chinese restaurant,” that might still be too broad since there can be a lot of various Chinese restaurants in a given area. You want to include your city/area/zip code and special products/services that you offer. Long tail keywords for a Chinese restaurant in say, Palo Alto, California that services ramen and chunbing could be “Chinese restaurant in Palo Alto CA,” “Chinese restaurant near 94305,” “Japanese xiajiao restaurant in Palo Alto,” “Chinese chunbing restaurant near 94305,” etc.

3.GEOTARGETING

Google allows advertisers to show PPC ads only to users that are searching for a special location. You can target by city, zip code or even radius targeting by km/mile around your business location. This provides that you only show ads to users near your business service area.

You could also use geotargeting to only target users outside of your city or immediate area. You could test sending coupons or special deals to these users to provide them with an encouraging for going out of their way to buy/use/dine at your business.

4.DAYPARTING

Dayparting equates to showing your ads only at specific times or days. If your business hours are only from 10am-10pm, then you may want to turn off your ads while non-business hours. There are also more advanced uses for dayparting including just running/stopping ads while peak hours or slow times/days. You may want to run ads while peak hours because conversion rates will be highest at that time. Conversely, you could turn off ads during peak hours because you already have more business than you can handle during those hours. For slow hours/days, you could offer coupons or specials only during those hours to try to drum up business.

5. ADD NEGATIVE KEYWORDS REGULARLY

To further provide that you do not waste money on unrelated clicks – be certain to add negatory keywords to the shared library in your AdWords account on a tidy basis. Every month at least. You might want to add any keywords right away if you know some terms may trigger your ads, but that is not relevant. To find more negative keywords, you can download search term data and go through the list to spot any further negatives.

6.DEVICE TARGETING

Google allows you to target laptops/desktop, mobile devices, and tablets separately. We recommend splitting up mobile device targeting from desktop/laptop and tablet campaigns. Laptops/desktops and tablets are alike enough that you can keep them together. Mobile is different because of the smaller display and the ability to make a call. Mobile device targeting is essential for brick and mortar businesses. Users searching for a product /service on their mobile phone are more likely to be interested in buying something instantly. For instance, a user searching for restaurants or tire repair service on their smartphone is more likely to make a reservation or buy at that moment.

Google also allows advertisers to include a phone number in their ads, so users can click and call your business immediately. Another reason to target mobile devices severally is the limited real estate available on mobile phones. On laptops/desktop and tablets, Google will show up to 10 ads (7 on the side, and 3 on top) on a given search results page. On a mobile, there is only space for around 5 ads (2 on the bottom, and 3 on top). For this reason, it’s much more necessary to get in the top 3 spots on a mobile device to provide users see your ad.

Google AdWords is an excellent way to dip your toes in the Google advertising waters to grow your drive sales and business. You can begin with as low as $5, yet reach millions of customers searching for your services/products on Google each day. Remember, you only must pay when a user clicks on your ad. By using these Google AdWords tips, you’ll get good results and increased sales.

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