Digital marketing strategy and execution for small business
Search Engine Marketing
Google Ads can be a great lead generation tool – if you get it right
Google Ads is one of those things that available to everyone. But if you don’t know what you’re doing, you can end up wasting a lot of money. Google Ads offers so many features which is both a boon and a hindrance. This means there is the ability for your campaigns to be super sophisticated but the platform can also be a bit tricky to navigate.
Do you need a professional to do Google Ads?
Absolutely – even just to help set you up and steer you in the right direction.
I work with marketing budgets of all sizes and can create campaigns that generate quality leads or conversions. Through testing and learning, I understand the key elements to a good SEM campaign, both for Google Ads or Google remarketing.
For a customer with multiple brands, possibly servicing different customer groups or offering very broad range of products it is best to do multiple Google Ads campaigns. This way each campaign can target a set of keywords. Even if you only require one campaign, I will still create multiple ad groups and ads to optimise for conversions.
Google Ads is a great way to get your business on Google page one while working on your organic SEO. I view SEM as a complimentary and short term tool to be used in conjunction with an SEO strategy.
Read here for a blog post I wrote about why Google Ads isn’t working for your small business.
Initial Google Ads campaign set up includes:
- creation of multiple ads
- keyword research
- competitor and industry analysis
- ad testing
- bid adjustments
- negative keyword creation
What happens afterwards is just as important
Once a Google Ads campaign is live, I can either continue to monitor and manage for the next few months, or I can hand over to your team. Depending on the popularity of your search terms, it can take a while for sufficient data to be collected. Furthermore, industry trends and customer demand can cause results to vary over time, so it is best to always review and maintain your Google Ads campaigns. If left as a passive marketing tool, it will diminish in value over time.