When you’re a small business owner, there are plenty of things that you can sink your marketing budget into. Luckily, you don’t need to spend huge amounts to do well on Google Ads, especially with help from an expert like Exo Agency. Whatever your budget, you can still get good results from this powerful advertising tool.

Set A Clear Objective

Before you can set specific conversion goals, you need to look at the bigger picture. What are the overall goals of your business? What are your advertising goals? With these answers, you can narrow in on a plan.

Perhaps you make beds for large dogs. Your overall business goal might be to sell 10,000 units this year. Your advertising goal could then be to push a promotion on dog beds to households that own large dogs.

With Google Ads, you can precisely target specific keywords to help you reach the right audience at the right budget.

Build A Great Structure

Set things up properly from the start, and you’ll be more likely to succeed. That means you need to take the time to curate everything from your campaigns to keywords to ad groups, to location. Your dog bed business will get a lot more traction if it shows up in the searches of those who live near a dog park!

Your setup should be highly themed and relevant. Don’t rush it.

Rack Up A High-Quality Score

The best way to make sure your small budget can go as far as it can is to make sure that your ads are really good quality.

Quality is very important. Google will assess every advert’s bid amount, keywords, and landing pages, and then gives you a quality score from one to ten. The higher the score they give you, the better your rank, and the better the likelihood of conversion.

You need to make sure that your ad is as clear as possible and is helpful to the searcher in every stage of their search journey.

Target Long-Tail Keywords

Long-tail keywords are very specific and targeted to one business. For example, a generic keyword like ‘dog bed’ won’t target people in your local area who specifically looking for a dog bed large enough for a Great Dane.

Instead, try something more specific with your city and neighborhood, or even your postcode. Specific products and services work well too. “Extra large dog beds Vancouver Commercial Drive” will be more likely to capture the attention of the right person.

Make Sure Your Landing Page Is Optimized

The goal here is not just to create an advert that someone clicks on. You need to create an advert that someone will click on and then actually find the product, service, or information they were looking for.

You might capture the attention of someone who owns a Yorkshire Terrier with your Google Ads for half-price dog beds, but if they get to your site and find you only sell extra-large beds for Alsatians, they’re going to click off.