Budgeting for a small business is difficult. You need to figure out how to cut costs without it affecting your business processes and how to invest the capital you have in a way that will help your business grow. There will be times when you will have to compromise, but the most important thing you need to do is determine which of these compromises are worth it and which are not.

When they have to reduce costs, many entrepreneurs cut their marketing budgets, hoping their products or services will be so good that they don’t need to advertise them. This is, in fact, a wrong approach. While it is true some marketing strategies can be costly to implement, there are many that don’t require half of your financial resources to deliver results. 

One of these techniques is Google AdWords – an advertising program developed by Google to help businesses connect with people who are browsing content or finding answers to their queries on Google. Reports say that, if implemented correctly, a Google AdWords campaign can generate $2 for every $1 spent. 

This is quite a significant return on investment, which means if you learn how to use this program well, you can achieve your big conversion dreams without breaking the bank. How can you do that? By following this list of simple yet effective tips. 

smartphone showing Google site

Don’t get started without a clear objective

The first thing you need to do before you start getting particular with your conversion goals is to start painting the bigger picture. This way, you will have a clearer idea of where these goals fit in the grand scheme of things and how you can use it to achieve the desired results. 

Start by asking yourself what the long-term company objectives are, then move on to marketing objectives. Once you’ve figured out those details, you may focus on developing your tactical action plan. If, for example, your business goal is to sell 15,000 units by the end of the year, your marketing goal should revolve around this as well. 

One idea may be to run a buy-two-pay-one campaign and promote it through AdWords to reach as many people as possible. The best part about AdWords is that you never pay more than you have to, as you will only be charged if a user clicks the ad. 

Check your quality score and work to improve it

Google has something it calls a Quality Score, which evaluates the quality of your landing pages, keywords, and ads. Once evaluated, you will receive a score between 1 and 10, which can influence ad positions and prices. Basically, the higher your Quality Score, the lower your ad prices and the higher the chance to score better ad positions. This means the better your ads, the more value for your money.

You can view your quality score by signing in to your Google Ads account and going to the Keywords section. It is recommended that you review this section from time to time, as you also get access to past quality scores so that you can understand when your ads deliver well and when they don’t. 

Focus on targeting long-tail keywords 

Long-tail keywords are a specific set of words that are targeted to one particular business. For example, if you were to sell freshly roasted coffee, short keywords such as “coffee” won’t target your specific audience but a very broad spectrum of people. On the other hand, something as specific as “freshly roasted coffee in Perth” may help you target people in your area that are specifically looking for this sort of product. 

The problem with generic keywords is that it is very difficult to rank for them because the competition is very strong. A word such as “coffee” can generate results for coffee roasteries, blogs, equipment, and more, which will only make your business get lost in the myriad of web pages. Plus, let’s be honest, if you are going to look for the best place in town to buy freshly roasted coffee, you’ll surely type in more than just one word to receive accurate results. 

If you find it difficult to come up with the keywords yourself and research them, you can always hire a specialized agency to help you out. Use the knowledge above and search online for marketing companies in your region. You’ll have a high chance to find exactly what you are looking for by using targeted long tail keywords such as Google AdWords Perth

Understand and use negative keywords

Since we got to the topic of keywords, it is worth mentioning that Google AdWords allows you to select what is called negative keywords. These keywords are the ones you don’t want to rank for or be associated with and will make sure you are excluded from the results in case someone searches for those specific keywords.

For example, let’s say your coffee roastery only sells Arabica and Robusta coffee. You won’t want people to find you when they search for Ethiopia or Colombia coffee, or else it will come off as false advertising and may disappoint the users. 

Log in to your Google Ads and check out the Search Terms Report to see how people are searching you by mistake. You’ll be able to identify and add irrelevant searches that drive visitors to your business to your negative keyword list from here.

Optimize your landing page

Last but not least, all your efforts would be in vain if someone were to click on your ad only to be taken to a poorly designed website page that loads slowly and where they can’t find what they are looking for. No one is going to be impressed if they click on and add that says 20% discount on selected products only to not find any discounted products on the website.

This is a baiting technique that annoys customers and makes them lose trust in your business before even gaining it. What’s more, if you do this, your Quality Score will lower as well, affecting your rankings and increasing ad prices. Honesty is the best policy in this case, and you need to make sure it shows.