Google Ads is a powerful platform that can help small businesses reach their target audience effectively. However, the journey to success on Google Ads is not always as straightforward as it seems.
In this guide, we’ll explore essential insights and real-life examples to help small business owners navigate the complexities of Google Ads, understand its nuances, and make informed decisions that lead to success.
The Myth of Google Ads Automation
While we often work with large B2B enterprises, we also enjoy collaborating with smaller clients. Small businesses can experience rapid improvements, especially when they are responsive to changes, and it’s enriching to witness their growth.
Many small business owners start by managing their Google Ads accounts independently. Some initially see success, while others struggle right from the start. It’s easy to understand why they venture into this path—Google Ads offers automation, recommendations, and default settings that make account management seem approachable even for non-experts.
However, the reality is that automation and recommendations in Google Ads are not a one-size-fits-all solution. In this dynamic landscape, every business is unique, and digital advertising is a complex endeavour.
What works well for one advertiser may not yield the same results for another, whether at the account level, campaign level, or even within campaigns. Furthermore, what might appear simple on the surface can quickly become intricate when you delve deeper.
To succeed in digital advertising, small business owners must educate themselves and stay abreast of constant updates and changes.
One common mistake is assuming that digital advertising is straightforward and every Google recommendation is automatically beneficial. This misconception can lead small business owners down the wrong path, as we’ll illustrate with three examples:
1. Your Daily Budget’s Surprising Flexibility
Setting a daily budget in Google Ads is a straightforward way to control your spending. However, the reality is more nuanced.
Google’s concept of “average daily budget” allows your campaign to spend more on some days than your specified daily budget. This is known as over-delivery, and it ensures that your campaign’s spending will never exceed 2 times your daily budget on a given day. Additionally, your monthly charges are capped at 30.4 times your daily budget.
Understanding these nuances is essential to managing your budget effectively.
2. Going Backward Can Be Progress
When performance takes a sudden downturn in your Google Ads account, Google may offer recommendations to help you recover. While these suggestions can be helpful, they may also exacerbate issues. In such cases, taking a step back and reverting your account to settings that worked well in the past can be a better approach.
Both Google and Microsoft Ads allow you to “undo” changes, providing an insurance policy against mistakes. It’s essential to understand that sometimes, moving forward is not the solution, and taking a step back can lead to more positive results.
3. The Challenge of Keywords
Selecting the right keywords is crucial for a successful campaign. We’ve seen instances where small business owners chose keywords that seemed appropriate but attracted the wrong type of audience.
For instance, a coaching and personal development training provider targeting mid-level managers ended up with traffic and clicks from individuals just starting their careers. This mismatch can drain your budget and hinder your campaign’s success.
To address this issue, daily review and negation of irrelevant search terms is essential, especially after launching your campaign. Creating a list of negative keywords that preemptively filter out irrelevant traffic can also be highly effective.
Success Is About Questioning Everything
In the world of Pay per Click Advertising, not every recommendation fits every business. To succeed, small business owners must question every aspect of their advertising programs, read the fine print, and make informed decisions.
With the right knowledge and strategy, Google Ads can be a valuable tool for small businesses to achieve their marketing goals.