It's true, you could sign up for Google Ads, enter descriptive words, set a budget, and hit "Start" on a campaign that may, or may not, reach users searching for businesses like yours on Google. Google Ads is a smart program that can offer recommendations over time, and regardless, your ad will reach some of the people you're looking for. Right?
Well, yes, Google Ads has a lot of features to make your paid advertising work hard for you. But if you're interested in maximizing your marketing budget to reach exactly who you want, quickly and easily, having a strong foundation in place before you even sign up for Google Ads is essential.
What is that foundation, you may ask? Two, simple, things: Your business's messaging and your website.
You've heard us talk about your businesses' messaging before. You can't effectively sell your products or services to potential customers if you cannot clearly explain what you are offering. Sometimes it is as clear as, "Frozen Yogurt in Carmichael, California." Other times, it's more involved.
For example, let's say you're a small business accountant and tax preparer. Your company serves the Sacramento Region and you specifically focus on retail businesses. Your mission can be as straightforward as "Trustworthy accounting and tax preparation for retail businesses in Sacramento, California." This may seem really simple, but if you haven't taken the time to create a one-liner that sums up your business, you're going to have a difficult time reaching potential clients. In this world of overstimulation, on average we only have three seconds to capture someone's attention. So, you have to make sure your message is clear, easy to understand, and engaging for those looking for your services..
Once you have that messaging in place, you have to make sure your website shares that message in an easy to navigate setting, that is both welcoming and complimented by genuine content. This is important because Google Ads use Indexing, (their own search or crawl of your website), to pull content and information it believes is relevant to the user's search. Yes, you input a title and description for Google to share with users searching for businesses like yours, but Google takes it a step further by directing these users to parts of your website it thinks most relevant. And, the more relevant information you have, the more times you'll show up in searches.
Take some time to review your website and update what you can. Make sure all of your information is correct, and think about your content through the eyes of potential clients. Is your wording easy to understand? Can your viewers identify your services within three seconds? Are there any broken links or sections of the website not working correctly? Fix these problems before moving onto creating your first Google Ad.
Next month we'll help you make the jump into Google Ads. How to get setup, develop your strategy, and start seeing results - even if you don't have a lot of time!
Did you know that we're Google Ad Search Certified? Hit your marketing goals by teaming up with us. Contact us today for a quote.