Google Ads are one of the most common services that we see small business clients request. At Squeeze we provide this service to quite a few clients and the effects can be powerful and inexpensive. So how do Google Ads work?
Google Ads allow you to create an ad that will be shown to users of Google's search engine. Ads are shown to users based on a few basic parameters. The information Google needs to show an ad is the geographic location of the target area, the keyword list that tells Google the searches on which to show your ads, and at least one ad to show.
In this video Michael, the Google Ads specialist at Squeeze and one of our owners, walks through the process of setting up Google Ads for a local small business. First we create the Google Ads Account, create the first campaign, ad group, target keyword list, location targets, and ads. Then we set up payment information and check our ad setup. From there it is as simple as turning the campaign on and you're advertising for your business. Check out the video for a full walk through and let us know what you think!
An important concept in building a Google Ads account and campaign is the campaign and ad group structure. There are two primary structures that we recommend at Squeeze and both fall within the Google recommendations for small businesses. The structure you choose will depend on your number of business locations. If you have a single business location, we recommend you go with the first campaign structure, and if you have multiple locations we recommend the second campaign structure. There is only one additional caveat for the kinds of advertising campaigns that we see. If you have multiple locations in multiple states we are starting to get into larger account structures and you might benefit from splitting up the accounts themselves by state.
Single Location Google Ads Campaign Plan
Build one campaign for each major line of business you'd like to advertise. For Squeeze, we have a campaign for each of our primary digital services. That includes Web Design, Graphic Design, SEO, Google Ads, Social Media Management, Social Media Ads, and Digital Public Relations. In our Landscaping example the video we would use Residential Landscaping, Commercial Landscaping, and Installation and Design. You can also include a campaign for services that turn on and off like "storm recovery' for a landscaper or roofer. When there is a need (after a storm in this example), you can turn the campaign on, and then turn it off when the need goes away.
After you have one campaign for each major line of business, build one primary ad group within each campaign. With a single location, the campaign and ad group setup is simple. At the beginning each campaign will have only one ad group. In each of those ad groups you will need a target set of keywords related to that service. You can see the use of the keyword planner in the video above. As you gain more experience you can set up multiple ad groups for each service to test new ads, keyword targets, and locations.
Multiple Location Google Ads Campaign Plan
When you have more than one business location and each location offers the same or similar services, build a campaign for each location. Within each campaign you'll build an ad group for each service. Keyword targets are set within the ad group level and location targets are set at the campaign level.
The major advantage of using this strategy is the opportunity to target keywords with much more detail. In Google Ads Smart Campaigns, keywords are targeted broadly. This means you'll spend a ton of money showing your ad to people who are not looking for what you offer, which is a huge waste. Many times, business owners get frustrated with the results and decide "Google Ads don't work for them." This is unfortunate because Google Ads can be a very powerful tool and will show ads based on how you build the campaign. There are situations when Google Ads are not the optimal marketing and advertising strategy, but in most cases poor results are caused by insufficient targeting, poor ad copy, or a combination of both.
If our article and video helped with your advertising goals let us know! If you're still having issues, submit a form on our site or give us a call. We set up, optimize, and manage these campaigns every day and we'd be happy to help you grow your business!