Hello, folks! Braedon Kruse here, and today, I want to demystify the world of Google Advertising for you. If you’ve felt like a tiny fish in a big pond, struggling to get your brand noticed, this is the lifebuoy you’ve been waiting for. So, let’s dive deep into our Google Advertising Service, which is specially curated to suit businesses of every kind—regardless of size and budget.
What Exactly is Google Ads?
If you’ve been around the digital block, you’ve likely heard of Google Ads. But what exactly is it? Simply put, Google Ads is a digital advertising solution that lets you display ads across the Google network. The platform runs on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad, calls you, or otherwise interacts with your business online.
A Panorama of Google Ads: Types that Suit Every Business Need
Okay, let’s delve into the kinds of Google Ads you can run because trust me, the options are pretty much a smorgasbord. The versatility is almost dizzying, and that’s good news for businesses like yours.
One of the most compelling features of Google Ads is the variety of ad formats you can utilize. Here’s a breakdown:
- YouTube Ads: Imagine your brand taking center stage before a trending YouTube video starts. That’s the sort of visibility YouTube ads offer. From quick bumper ads to in-depth video content, you can capture attention in a myriad of ways.
- Display Ads: These are the visual banners you see on various websites you visit. They’re perfect for brand exposure and re-targeting. You know, reminding that visitor who checked out your site but didn’t make a purchase? Yeah, they’ll see you again.
- Gmail Ads: Think about reaching your prospective customer right in their inbox. Gmail Ads appear at the top of a user’s Gmail account, right where they can’t miss it. It’s like sending a postcard but making sure it’s actually read.
- Search Ads: These are the bread and butter of Google advertising. They show up in Google search results, putting you right where you need to be when someone is looking for services or products like yours.
- Discover Ads: These are the gems that appear in Google Discover, a feed designed to show users content related to their interests. Imagine being suggested to potential customers who didn’t even know they needed you yet!
- Maps Ads: Last but not least, Maps ads help your business location to pop up when someone is using Google Maps to search for services ‘near them.’ It’s a surefire way to drive foot traffic to your brick-and-mortar store.
The beauty of this broad array of advertising options is that it allows you to choose the platforms that best reach your target audience. And don’t forget, you can always reach out to us at Sooner Marketing Solutions to help you make those key decisions.
Budgeting for Google Ads
Ah, the budget—a crucial but often daunting part of any marketing strategy. Fortunately, Google Ads is built for adaptability, giving you the freedom to be as frugal or as ambitious as you wish. So how should you plan your Google Ads budget? Let’s break it down.
Starting Point
First things first: don’t feel pressured to funnel a fortune into your first campaign. You can start modestly to test the waters. For newcomers and small to medium businesses, an initial monthly budget of $500 to $5,000 is a good ballpark. You read that right—no need to break the bank initially.
Smart Allocation
The next step is intelligent budget allocation. Google Ads has various avenues like YouTube, Search, Maps, and Display, among others. Each has its own set of advantages and costs. By divvying up your budget across different campaigns and platforms, you can target multiple objectives simultaneously. For instance, you might allocate a larger percentage to Search Ads to attract high-intent customers, while also dedicating a portion to YouTube Ads for brand awareness.
The Fine-Tuning Process
Let’s say you’ve been running your ads for a month. Now comes the fun part—analysis and adjustment. Google Ads offers extensive tracking metrics that help you see how your budget is performing in real-time. If you notice that your Display Ads are outperforming your Search Ads, you might decide to reallocate more funds to Display. It’s all about optimizing your spend for the best ROI.
The Flexibility Factor
What if something unforeseen happens? Maybe there’s a sudden market trend you want to capitalize on, or perhaps you’re hitting a slow season. No worries—Google Ads lets you adjust your budget on the fly. You can pump up the spend for a thriving campaign or pull back to minimize losses. This flexibility is a lifesaver in the ever-changing business landscape.
Risk Management
If the thought of budgeting still makes you nervous, remember that Google Ads operates on a pay-per-click (PPC) model for most of its platforms. This means you’re not throwing money into the void; you’re only charged when someone interacts with your ad. It’s a way to ensure you’re not just spending but investing each dollar into potential conversions.
So there you have it—a quick yet comprehensive guide to budgeting for Google Ads. It’s designed to be as fluid as your business, and with the right strategy, you can get impressive returns on your advertising spend. And if this still sounds like a handful to manage on your own, don’t hesitate to reach out to us at Sooner Marketing Solutions. We can help you not only set up but also manage your Google Ads, ensuring you get the most bang for your buck.
Deciphering Your Average Daily Budget in Google Ads
The budgetary aspect of Google Ads often befuddles many, but it doesn’t have to be a complex affair. The beauty lies in its simplicity and customizability—you set an average daily budget per campaign based on what you aim to accomplish and the amount you’re at ease spending daily. So how do you go about deciding this critical number?
The Tools at Your Disposal
- Performance Planner: This tool is a lifesaver when you’re looking to get the most out of your budgets across multiple existing campaigns. It forecasts how your campaigns are expected to perform and gives suggestions on how you can allocate your budget more efficiently.
- Cost-per-click (CPC): This setting allows you to specify the maximum amount you are willing to pay for a single click on your ad. By understanding the average CPC in your industry and weighing it against your overall objectives and budget, you can set a reasonable max CPC that aligns with your goals.
From Monthly to Daily: The Calculation
For those who are used to thinking of advertising budgets on a monthly scale, the shift to daily budgeting can be a bit jarring. Thankfully, the math is straightforward.
If your normal monthly advertising spend is $304, you can determine your average daily budget by dividing this number by 30.4 (which is the average number of days in a month, calculated as 365 days divided by 12 months).
So, in this example:
\frac{304}{30.4} = $10 USD per day
This breaks down your monthly budget into manageable daily pieces, allowing for more dynamic adjustments as you observe your campaign’s performance.
Shared Budgets: Spreading the Wealth
If you’re running multiple campaigns, Google Ads allows for what’s known as “shared budgets,” giving you the ability to allocate a single daily budget across different campaigns. This is especially useful if you have campaigns that are more successful on specific days of the week; the shared budget ensures that you’re not limiting any campaign’s potential reach.
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Even though your campaign spend might vary, you will never pay more than:
- Your daily spending limit (two times your average daily budget for most campaigns) on any particular day.
- Your monthly spending limit (30.4 times your average daily budget for most campaigns) in any particular month.
Google Local Ads: The Local Hero
Alright, I can see you’re warming up to the idea of advertising with Google. But hold on, we haven’t even touched on one of the most potent features yet—Local Services Ads. This offering takes local advertising to the next level, connecting you with leads that are not just high in quantity but exceptional in quality as well.
Google Local Ads is like the friendly neighborhood superhero for small businesses. Specifically designed to promote local services, these ads are meant to boost foot traffic and increase local engagement. They typically appear on Google Maps or in local searches and are ideal for restaurants, local retailers, and service providers.
Get Quality Leads, Pay Only for Results
Let’s start with the basics. Local Services Ads are designed to put you in touch with individuals who are actively seeking the services you offer. The killer advantage? You only pay when a customer takes direct action on your ad—like calling you, booking an appointment, or messaging you. That means each penny you spend is an investment in potential business, not just digital airtime.
Badges that Speak Volumes
Here’s where the game changes completely. Google offers specialized badges to businesses that pass their stringent screening process. These badges serve as an instant mark of credibility and trustworthiness, giving you a substantial edge over the competition. Here’s a breakdown:
- Google Guaranteed: If you’re in the home services sector, this badge tells your customers that you’re a Google-verified, high-quality business. It’s like a vote of confidence straight from Google to potential clients.
- Google Screened: Aimed at businesses in care, learning, or wellness industries, this badge indicates you’ve been fully vetted and licensed by Google. It’s a trust magnet that can significantly boost your conversion rates.
- License Verified by Google: Healthcare providers, this one’s for you. This badge tells clients that your credentials have been verified by Google, a valuable reassurance in an industry where trust is paramount.
How Do Google Local Ads Work?
Here’s where things get interesting. Unlike standard Google Ads, Google Local Ads operate on a pay-per-lead model. This means you only pay for calls or actions that can potentially turn into business. Plus, if Google charges you for a call that doesn’t convert into a customer, you could be eligible for a refund. It’s like having an advertising safety net!
Local Services Search: Timing is Everything
One of the key perks of Local Services Ads is timing. Your ads show up in Google Search and on the Local Services site precisely when people need your services the most. It’s like having a billboard that only appears when someone looks up from their phone and thinks, “I need that!”
Budgeting for Google Local Ads
Just like with regular Google Ads, your budget here is completely adjustable. However, because Google Local Ads are so targeted, the cost per lead might be higher. This is where industry, location, and competition come into play. To get an idea of how much you should spend, check out Google’s Local Services Ads budgeting tool.
Tracking The Performance
DO NOT START ADVERTISING UNTIL YOU HAVE DONE THIS!
Absolutely, tracking metrics is not just a ‘nice-to-have’; it’s a ‘must-have’ if you want to make informed decisions about your marketing strategies. Google Tag Manager (GTM) serves as a one-stop-shop for managing all your Google tracking tags and scripts, without requiring you to mess around with the source code of your website.
With Google Tag Manager, you can seamlessly integrate Google Analytics, Google Ads, and other third-party tracking solutions. This makes it easier to track user behavior on your website, measure conversion rates, and collect valuable data to assess the effectiveness of your ad campaigns.
By using GTM, you can:
- Easily update tags and code snippets on your website or mobile app, without requiring developer intervention.
- Use built-in error-checking and security features to ensure that you’re tracking the right events without causing any issues on your site.
- Get real-time data to analyze how people are interacting with your website, which can help you fine-tune your marketing strategies.
- Implement sophisticated tracking configurations, like tracking multiple domains, eCommerce transactions, or user interactions with your website’s forms and buttons.
All this data feeds back into how you can tweak and optimize your Google Ads campaigns. For example, if you find that a particular set of keywords is resulting in a high bounce rate, you may want to reconsider the relevance of those keywords. Alternatively, if a campaign is driving lots of qualified traffic that converts, you may want to increase your budget allocation for that campaign.
So, if you’re serious about understanding the ROI of your marketing spend, make sure you’ve got Google Tag Manager set up correctly for robust, accurate tracking. It’s the backbone of data-driven decision-making.
The Showdown: Google Ads vs. Google Local Ads
So, how do you choose between Google Ads and Google Local Ads? Well, if you’re a small business looking to drive local engagement, Google Local Ads are a no-brainer. They offer hyper-local targeting and pay-per-lead pricing. On the other hand, if you’re after a broader audience and have a variety of products or services to offer, Google Ads may be more your speed.
The decision between Google Ads and Google Local Ads often boils down to your business objectives, target audience, and the kind of products or services you offer. Let’s break down the key differences to help you make an informed choice.
Targeting Range
Google Ads: This platform offers a more extensive range of targeting options. Whether you’re aiming for a global audience or looking to drill down to specific demographics, Google Ads offers the flexibility to do so. You can target by keywords, geography, device, time of day, and much more.
Google Local Ads: This is a hyper-local service designed to attract customers who are in close proximity to your business. If you’re a service provider or a retail business looking to attract local footfall, then this is a more effective route for you.
Pricing Model
Google Ads: Operates primarily on a pay-per-click (PPC) model. You’ll pay each time someone clicks on your ad, and the cost can vary based on the competition for your chosen keywords.
Google Local Ads: This is more of a pay-per-lead model where you pay only when a customer directly interacts with your ad through calls, bookings, or messages. This makes it cost-effective for small businesses looking for a guaranteed conversion.
Badging and Credibility
Google Ads: No specific badging is provided, though your credibility can be increased through strong ad performance, high-quality landing pages, and customer reviews.
Google Local Ads: Offers Google Guaranteed and Google Screened badges for eligible businesses in the home services, care, learning, or wellness industries. These badges significantly enhance your trustworthiness in the eyes of the customer.
Flexibility and Product Range
Google Ads: If your business offers a wide array of products or services that you want to promote through different types of campaigns (Search, Display, YouTube, etc.), Google Ads offers that level of complexity and customization.
Google Local Ads: More suited for businesses with a singular or more focused service offering. The ads appear only in local search results and Maps, so they’re not designed for multi-layered campaigns.
Management
Google Ads: Requires more active management and understanding of metrics to optimize for the best ROI.
Google Local Ads: Easier to manage, especially for small businesses that may not have the resources to delve deep into analytics.
In summary, if you’re a small business aiming to engage local customers with a specific service, Google Local Ads could be the quickest and most effective route for you. However, if you’re looking for more extensive reach, customization, and are willing to invest time in active management, Google Ads may offer the better ROI. Choose the one that aligns with your business goals, and remember, you can always use a combination of both to cover all your bases.
Choose Sooner Marketing Solutions
Okay, so you’re interested in Google Advertising, but how do you start? That’s where we come in. At Sooner Marketing Solutions, we offer setup and management services for both Google Ads and Google Local Ads. We can take you from zero to hero, whether you want to manage your campaigns yourself after setup or prefer that we handle ongoing management.
Your Next Steps
By now, you’re probably eager to dive into Google Advertising. Good news—taking the plunge is easy. Contact Sooner Marketing Solutions today, and let’s discuss how we can tailor Google Ads and Google Local Ads to meet your unique business needs.
So, are you ready to step up your advertising game and turbo-charge your business growth? Click here to get started with Sooner Marketing Solutions and make your brand the one everyone’s talking about. Let’s set you up for success and keep you there!
