Small Business 101: How to Advertise on Google

Google is the internet powerhouse, so it makes sense that every business owner wants to be listed on the first page. That takes a lot of hard work and time you simply may not have. But what if we told you there was an easier way? All you have to do is learn how to advertise on Google. 

How to Get on Google

Getting on Google is the easy part. If you have a website, then you’re on Google. If you want to get on the front page, well, it’s a lot more involved than that. Then you have to dabble in search engine optimization — SEO — and have a lot of patience. 

But we’re getting off topic. SEO is the long-term plan. Right now, we’re going to focus on the easier method that all small business owners should take advantage of: Google Ads. 

How To Advertise on Google

Do us a favor and open Google. Search for anything, like “cat food” or “best dog toys.” Do you see those first 3-4 listings with the word “Ad” next to them? Those are Google Ads. They’re at the top and (sometimes) bottom of every page on Google. That could be your business. 

Imagine being the first result that pops up when someone searches for what you’re selling. That could bring in tens, if not hundreds of new customers every single day. However, it does come with some restrictions. 

For one, Google ads aren’t free. Every time someone clicks on your ad, it will cost you money. How much it costs you depends on your competition and what you’re selling. 

The second restriction is that Google Ads only perform well if they’re written well. The basic idea is to make your ads clear and concise. That way the customer knows what you’re selling.

If you want Google ads that get you new customers, upgrade to the Pro version of Business Warrior. We’ll make your ads for you and walk you through how to do it. The cost also includes $100 in ad budget to get you started. 

Or, If you want to do it yourself, we’ve got you covered too. 

Getting Started with Google Ads

To get started you’re going to want two things: Google Ads and Google Analytics. 

Google Ads (formerly known as Adwords) is a digital advertising platform by Google that puts your ads on the top and bottom of a Google search. They’re the ads you just saw if you searched “cat food” or “best dog toy.” 

The first thing you need to do is set up an account with Google. Once you have an account set up, the next step thing you need to do is start a new campaign. Select the “Campaigns” tab and click “New Campaign.”

You will be prompted with various campaign options, let me go a little deeper into the differences between these.

Search Campaigns

Search campaigns refer to the Google Search Network. These are the ads we talked about earlier. To summarize, they are: 

  • Highly competitive and cost you money every time someone clicks on your ad
  • Require some SEO work to take off
  • Gets you seen by an endless amount of customers
  • Can potentially get you on the first page of Google

Shopping Campaigns 

Shopping campaigns are for e-commerce sites. If you search “best dog toys” on Google, you’ll see shopping campaigns at the very top of the page. They’re the image of the product with the price and website listed under it. Shopping campaigns are great for showing people what you sell, but don’t often work well if someone is researching what to buy.

Display Campaigns

Display campaigns are a type of retargeting campaigns. This means they’ll only be shown to people who previously visited your website, but didn’t buy anything. These are also much more cost effective and your ad will generate tons of impressions. However, they don’t work if people aren’t visiting your website to begin with. Therefore, pair them with another campaign for the best results. 

Video Campaigns 

Video campaigns allow you to display video advertisements on either YouTube or one of Google’s Display Partners. Videos are great for engagement because videos are always more appealing than text.

Which is best? That depends on your business and your audience. In general though, search campaigns for services and shopping campaigns for physical products are the best places to start. They help get your feet wet to learn how to advertise on google.

What About Free Advertising Options on Google?

If you want to get started for free, Google My Business is your first step. Every business should have one if they want to advertise on Google. It shows all of your business’s information, including your name, address, phone number, and hours. 

If you’re not sure where to start, then downloading Business Warrior is a great first step. Our program scours the web to see if your business is listed where it should be, including on Google My Business. On top of that, you’ll get a free score to see how ready your business is to advertise online. 

Increasing this score will help you get more customers, because you’ll be putting your business on Google, Yelp, Bing, and Facebook — exactly where potential customers are looking for you. 

If you need a little help getting started, our Scout tier will walk you through exactly what you need to do, step-by-step. If you don’t have time to get everything set up or to learn how to advertise on Google, we have you covered too. Business Warrior Pro allows us to fight for you — we’ll become your advertising warriors. We’ll build and manage all of your campaigns to get you a higher Business Score and more new customers. 

It really is that simple. Get your free Business Score today!

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