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Optimising Google Ads for SMEs



Are you currently running Google Ad campaigns for your business? There is a high chance you can better optimise and enhance your campaigns by implementing a few simple steps. SMEs have a tremendous opportunity to reach and engage with target audiences through online advertising such as Google Ads, which is a powerful tool that can drive significant traffic, increase brand visibility and generate valuable leads.


However, doing the bare minimum in setting up a Google Ad campaign may not be enough to receive the results that are possible for your business. In this blog article, we will take you through some practical tips and strategies that are tailored specifically for small to medium-sized businesses that will help you unlock the full potential of your Google Ad campaigns.


1. Set clear goals

One of the first steps is to clearly define your goals. Ask yourself, what do you want to achieve with your Google Ads campaigns for your business? Whether it’s increasing brand awareness, driving website traffic, or generating leads, having clear objectives will help you design effective and performing campaigns.


2. Research keywords

Identify and research relevant keywords that your potential clients or customers are likely to type into the Google search bar when searching for products and services like yours. Thinking about what exactly your desired customers are searching for will help you to identify the keywords that will best perform for your campaign. Use free keyword research tools such as Semrush to find high-volume, low-competition keywords that will drive targeted traffic to your website.


3. Set a realistic budget

Choose an advertising budget that aligns with your business’s goals. Google Ads allows you to set a daily or monthly budget, which ensures you have control over the amount that is spent. Start with a smaller budget and gradually increase it as you gain experience and see positive results and return on investment.


4. Understand your target audience

It’s important to develop a thorough understanding of your target audience’s demographics, interests and behaviours. This knowledge will help you to create more relevant and compelling ads, resulting in higher click-through rates and conversions.


5. Create compelling and targeted ad copy

The core of your Google Ad is the copy that people read. Write concise and persuasive ad copy that highlights the unique selling points of your products or services. We find that good strategic ad copy follows the structure of question, solutions, and call to action. Firstly, ask a question that is a pain point or a demand for your target audience. Then, provide a solution to that question with a product or service offering. Lastly, craft a unique and eye-catching call to action; this could be a sign-up form, a link to your website or a landing page. You can experiment with different variations of copy to see what resonates best with your audience.


6. Design optimised landing pages

Along with step 5 and using the copy structure of question, solutions and call-to-action (CTA), it is key to ensure that the landing page users are directed to after clicking on your ad is relevant, user-friendly, and optimised for conversions. A landing page is where people can be directed and can find out more information on your offering. It is important to keep this page succinct and highlight key information with a clear and compelling call to action to drive leads or conversions.


7. Monitor and optimise regularly

Regularly review the performance of your campaigns. This can include click-through rates, conversion rates and return on ad spend. You will also see if there is an increase in traffic to your website. After reviewing, you can make decisions to optimise your ads, keywords and targeting settings to improve the campaign's performance and achieve better results.


8. Book a FREE Google Ads review with us

If you’re new to Google Ads or are not receiving the results you were expecting, book a free Google Ads review with our team, who can identify actionable steps to enhance your campaigns and drive better results. Contact our team today, and we can book the review for your business’s campaigns.

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