Four Ways To Create Effective Google Ads On A Budget
Updated: May 4
Advertising expenses when growing your business are costly, between signs, magazine pages, and direct advertising, there are still ways to grow while being restricted by a budget.
Google ads are a way to promote your business in new ways, despite having a budget. With approximately 2.5 million searches happening every second, Google is at the top of the search engine market share. This powerful advertising tool can bring your business from good to great.
With Google Ads, the user can choose their own budget and will only have to pay for the advertisement when a user clicks on the ad. This essentially creates a minimal risk environment, as you will only spend money on an ad that attracts customers to your website.
On this page, we will explore 4 ways to optimize and create effective google ads on a budget and ensure you are growing your business with every dollar spent.
1. Have A Clear Objective
Having clear objectives is the building block of your business. Consider your advertising goals and your overall business goals. For example, your advertising goal could be to reach 500 customers a week with your ads, while your business goal would be to sell 1000 units a month.
With these goals set in stone, you will be able to specifically and efficiently execute a plan that meets these goals.
By using Google Ad tools, such as Smart Bidding, you will be able to use keywords that will help your advertisement reach the audience you want, based on their google searches. Let’s take a minute to focus on the specifics of this tool.
Let’s say you sell hydrating body soap; with Smart Bidding, you can focus your ads to reach users that search “my skin is too dry”. By using these keywords you’re able to direct your ads to users who are looking for a solution, which brings them to your website, bringing you closer to achieving the goals you’ve set.
2. Measure Everything
Take everything into account, whether that is the demographics of users clicking your ads, or what products are most popular. Your analytics give you all the data derived from your ads, allowing you to measure your success and patterns, which will show you what to focus on and where to focus it.
With your analytics, you’ll be able to find specific metrics on why your click-throughs, or why the costs of your ads may have changed. With these metrics provided, you can change what needs to be changed, whether that be pricing or your target demographics.
This is a process and requires constant attention to detail. With Google Ads being consistently updated, tomorrow, your approach may have to change from what it was today.
By putting time towards your analytics and using them to your benefit, you’ll be able to focus on other aspects of your business alongside the advertising without having to scramble and alter your approach to ads every day. Finding what works for your business based on these analytics is the key to optimal efficiency.
3. Don’t Spread Yourself Thin
If you’re on a tight budget, focus on your priorities that fit your budget. Focusing on 10 or more different demographics, with only a few bucks to spare, won’t get you very far. Focus on the demographics that make the most sense to your product, and demographics that fit a keyword that is specific to your company or product.
Google Ads suggests using multiple keywords with your ads, which ironically results in a more ineffective advertisement. With multiple keywords in a single ad, your ad reaches people who aren’t searching for anything related to your product, but anything with that keyword.
For example, if you have 10 different keywords for an ad, your ad will target people searching each one of those keywords, whether it relates to your product or not. With too many keywords you won’t be able to effectively create an ad that caters to every search.
If you focus on too many demographics, you’ll attract people who have no interest in your product but may still click on your ad, ultimately costing you to pay for an ad that won’t bring any valuable customers to your website.
4. Optimize Your Landing Page
In a market where everything is done online, the advertisement is not the only thing that needs to be effective, the landing page is just as important, if not more.
The goal is to create an ad that brings a customer to the website, that brings them to a product they need and/or want. If your ad gives a discount on a product that isn’t on your landing page, a customer will leave your website instantly.
While this affects your costs and sales in a negative way, it will also affect your Google Ad Quality Score as well, lowering you on the rankings. To combat this, alter your landing page so that it caters to the specific offers and products that are advertised, ensuring a customer can navigate from the advertisement to the checkout smoothly.
Create an advertisement that directly correlates to the landing page by adding a direct link to a product stated on an ad. The landing page must be easy to navigate and directly associated with the product you are advertising.