Small businesses aren’t typically at the top of the search results pyramid, and though the Internet has opened up multiple doors for exposure, it can still be difficult to escape from the rubbles of anonymity. AdWords can help with that. The Google-run online advertising service allows users to bid on keywords to obtain a spot on Google’s first page. Using the service to promote your business comes with a slew of benefits, easily setting your business apart from the rest.
1- You get on the first page of Google:
The first page of Google is like the holy grail of search engine optimization. When you’re a small business, you’re competing against a sea of established businesses who are already cushioned with the reputation, reviews and resources that secure those sought-out after spots on search engines. Investing in AdWords might be your initial ticket to the top, or in this case the very first page of Google. Of course you also want to grow your presence organically, but it’s difficult to do that unless you’re making a visual dent in the virtual world. The more hits AdWords gets to your site, the more you start garnering a larger following and eventual SERP dominance. It’s all in the placement.
2- Remarketing gives you more exposure
If you’ve ever looked up exotic pets only to see that same chinchilla lurking on your Facebook feed five minutes later, don’t worry, the Internet troopers aren’t armed with video cameras monitoring your every move (at least not to our current knowledge). It’s all part of remarketing, the convenient AdWords algorithm that lets users who have visited your site keep seeing it, well, everywhere. YouTube, Gmail, sports and news sites – remarketing allows your page to pop up on the Google partners of your choice. All you do is pay a little extra for a code that specifically targets the type of demographic who sees your ad. This is especially important for small businesses, since consistently seeing your name solidifies your brand as one with prominence and reach. It’s a psychological trick that burns your image in the back of people’s retinas, causing your brand to be synonymous with the product they’re seeking.
3- Your location preferences can be specific
If you own a local bakery, odds are you’re not trying to outsource your services beyond your neighborhood sweet tooth population. That’s the beauty of AdWords – you can customize your Geotag so that your ad only appears to those within your business’ reach. AdWords allows you to control the coordinates: designating a country, a county or a specific region. You can even set your ad to appear to people within a certain distance of your business. That’s important, as you’re not throwing away your advertising budget on users who can’t access your resources. Plus, combined with Google Places, you can have a map pop up underneath your ad, saving people the time of looking up your exact location – which they’ll probably thank you for later, after they’ve walked three streets over to munch on your local delicacies.
4- You can track your progress
Running both a business and an online campaign can be tiring. Between monitoring staff, sales and social media, traversing into the AdWords terrain might seem a little overwhelming, especially if you’re working with a small team. Thankfully, AdWords makes the process easier by giving you the option of tracking all your campaigns in one place. The numbers are all there at your disposal, no fancy data analysis software needed. With AdWords, you can track the traffic to your site, see your Return on Investment (ROI), sales, brand awareness and whatever else you specify. The good news about that is AdWords can help you alter your ad if your numbers aren’t where you want them to be. A simple shift in keywords and ad copy can completely increase your ROI, and you can play with these things gradually as you develop your local clout.
5- All the details are right there
With the Internet, people aren’t really looking to rummage through the halls of Google to find what they’re looking for. They want their information quickly, easily and without any holes in it. AdWords accounts for that by letting you display all the information a consumer might need right beneath your ad. These details usually appear in blue, and they can include everything from the basics – phone numbers, addresses and services – to the intricate – reviews, apps and supplemental links. All of it efficiently puts your brand out there to save users time and give you the chance to say what you need to in the most succinct way. (In the world of long-winded Facebook rants, that is an absolutely must).
6- Budgeting is made easy
While we all wish we were equipped with a million-dollar advertising budget, that isn’t exactly feasible for a small business. You have to be smart with your resources, especially if you’re using multiple advertising venues, both online and off. With AdWords, your steam of spreadsheets and budget plans is reduced to a simple system where you key in your budget and work around that. Flexibility abounds, and you can do a lot with a little. Daily and monthly budgets are easily adjusted to fit your evolving needs, and you don’t end up investing more time and money than you’re getting.
7- You can set your audience preferences
Besides customizing where your audience is, you can also customize who they are, and what they’re using to find you. If you’re a luxury brand, you can set your search results to only appear to people in a certain income level. You can also narrow in on the devices people are searching for you on, exchanging the very general “All” for a more specific “Mobile” or “Tablet,” which is helpful if yours is the business one might seek on their cell phones, such as a tire repair service. Other options include language, time of day, browser and more. Essentially, users are searching for you, and AdWords helps you find them.
You have complete keyword flexibility
Keywords are at the heart of AdWords, and you need to make friends with these snippy phrases if you want to acquire a lease in SERP real estate. AdWords sets you up with a stream of options that are highly customizable to your needs. You can actually specify when your search item comes up based on what people are looking for, making it so that a generic term like “Water Sports” doesn’t get mixed up with your very specific “Jet Skiing in Pompano Beach.” This filtering system aids users in getting an exact match for what they search for, ultimately leading them through the jungle of excessive links and straight to your landing page.