How To Create Effective Google Ads For Your Business

When you’re a small business owner, there’s a lot of things you can spend money on to promote effective google ads for your your business.

But once you’ve budgeted for that inflatable waving-arm guy, catchy retail signage, and a second inflatable waving-arm guy because your first one seemed lonely, unfortunately there sometimes isn’t much money left to drop on Google Ads, too.

The good news is, you actually don’t need to spend a lot to live large on the Google results page for your marketing . It’s like Biggie would probably have if he had penned his most iconic hit in today’s modern world: “No money, no’ search results.”

 

Tips for creating effective Google ads

1. Set a clear objective

Before you can get specific with your conversion goals, you’ve gotta think big picture. What are your overall business goals? What are your advertising goals? Once you’ve got clarity on those things, you can narrow in on what your actual tactical action plan is.

Say you make faux-fur coats for sphynx cats. (Somebody: please do this ASAP.) Your overall business goal might be to sell 10,000 units this year.

Your advertising goal, in that case, could be to push a buy-one-get-one-free promotion to households with sphynx cats.

Within Smart Bidding, you could then precisely target specific keywords to help you reach the audience you want (“cat is too naked”) with a maximum budget to ensure you never go over.

2.Use countdown timers to trigger loss aversion

Did you know that we seemed to know that  more readily motivated by the idea of losing out than the idea of gaining something?

This commonly known psychological force is called loss aversion and it can be a powerful way of boosting your Google Ads click-through and conversion rates.

Luckily, injecting a little FOMO into your ads isn’t very hard.

Google has recently come out with a simple countdown timer you can set within your text ads. After you set the end date, your ad will include a countdown in real time. Visitors seeing your ads will be motivated by their fear of loss, giving you the edge over your competitors who aren’t using this tactic.

3. Rack up a high quality score

It might sound obvious, but the best way to make sure your small budget is going far is to make sure your ads are top-notch.

Quality is the key here. Literally: Google assesses every ad’s bid amount, keywords and landing pages, and gives a Quality Score from one to 10. The higher the score, the better your rank, and the better the chances of conversion.

In a nutshell, you want to set up your ad to be crystal clear and helpful to the searcher every step of the way. Get some great tips to amp up your Quality Score here.

4. Target long tail keywords

Long tail keywords are super specific and targeted to one business. A generic keyword like “brewery” won’t target people in your neighborhood who are actually looking for a place to “slurp some brew skis,” as they say.

Instead, try something with your city and neighborhood, or even your zip or postal code. Specific products and services are great here too. “Brewery IPAs Vancouver Commercial Drive” will be more likely to capture the attention of someone interested in just that.