Hey there, it’s Irina Aven, and today we’re talking about 10 Google Ads challenges that small businesses face and how to overcome them. Google Ads is an amazing tool that can help businesses grow, but it’s not always easy to use. Let’s dive in!
Challenge #1: Finding the right audience.
One of the biggest mistakes small businesses make is not researching their target audience before creating campaigns. To avoid this, use the Keyword Planner tool to find relevant keywords and estimate costs per click.
Challenge #2: Overspending on clicks.
Starting with high bids may seem like a good idea, but it can lead to a negative ROI. Use this formula to calculate your maximum bid: (average profit per customer) x (conversion rate) x (1 – desired profit margin).
Challenge #3: Keeping up with competitors.
SpyFu is a great tool to keep an eye on your competitors’ ad copy and keyword terms. Use this information to improve your campaigns and stay ahead of the competition.
Challenge #4: Defining what makes your business special.
Your ads must be compelling enough to grab attention and drive conversions. Focus on what makes your business unique and build from there.
Challenge #5: Conveying everything in limited characters.
With limited space for ad copy, focus on conveying what makes your business special, making an irresistible offer, and including a call to action. Run multiple variations of your ads and let the data guide you.
Challenge #6: Ensuring your landing page follows through.
Before changing your ad copy, make sure your landing page delivers on the promises made in your ads. Poor landing page experiences can hurt your Quality Scores and result in less traffic.
Challenge #7: Making sure your website is mobile-optimized.
Most small business websites were built before mobile took off. Make sure your website is mobile optimized to avoid losing sales and hurting your Quality Scores.
Challenge #8: Enabling conversion tracking.
Enabling conversion tracking is a must to determine which ads are driving leads and sales. Embed the tracking code on the page that signifies a completed transaction.
Challenge #9: Using extensions.
Ad extensions can make your ads more enticing to Google users. Activate this feature in Google Ads and follow the directions to set up each extension.
Challenge #10: Optimizing your campaigns.
Optimizing your campaigns is an ongoing effort. Split-test ad copy, adjust bids, test new keywords, pause poorly performing keywords, test different targeting options, and split-test landing pages.
That’s it! Follow these tips to overcome common Google Ads challenges and drive leads and sales for your small business.
If you need help with your Google Ads for small business, reach out to us here.