Google Ads Strategy for Small Business in the Okanagan
Google ads can help your business in the Okanagan be more visible and reach your target customers more effectively. Developing an effective Google Ads strategy can be challenging. It takes time, research, and constant monitoring so that you can adjust your goals, keywords, and campaigns as you learn more about which ads are delivering the best return on investment (ROI). Working with a Google Ads specialist can help you ensure you get the best ROI out of your ad investment for your business in the Okanagan. Peak to Peak Marketing provides transparent reporting that helps you understand and see the results:
Set Your Google Ads Goals
What are you trying to achieve with your ad campaigns? Do you need more people to call in and speak to your sales staff? Are you trying to increase the number of people who sign up for your free quote? Are you attempting to get people to sign up for a free white paper? Before you ever spend a dollar on your ad campaigns, you should know what the outcome is that you would like to achieve. If you don’t know what your goals are when you start creating ads, you will end up overspending or getting lackluster results.
Conduct In-Depth Research
The more research you do to understand who buys what you’re selling, what they search for to find you, and how you compare to your competition, the more carefully constructed your ads can be to attract the right people to you.
Target Market Research
Who is your ideal customer? Where are they currently buying the products and services you sell? What kind of customer feedback are they leaving for your competition? Is there a weakness in your competition that you can use to your advantage? At what stage in the customer journey do you need to reach people for the most effective conversion rate?
Competitive Analysis
What are your competitors getting right or wrong? Why are customers buying from them? What companies are bidding on the keywords you want to capture? Who is ranking highest for your keyword phrase?
Keyword Research
Keyword research is possibly the most important area of research for ensuring your Google Ads strategy can give your local Okanagan business the visibility it needs. Keyword search terms are the foundation of a successful Google Ads search campaign. Without the right keyword search terms and an extensive list of negative search terms, your campaigns may be overspending or underspending.
Your Landing Page
The next most important factor in the success of your Google Ads strategy is ensuring potential leads in the Okanagan will find compelling content when they click on the links in your ads. Custom-made landing pages designed to complement your advertising can often be the most effective way to ensure that your messaging, conversion rate and ranking on Google are all in line. This is where you have the opportunity to differentiate yourself and communicate with those potential customers the unique proposition you offer.
Keyword Strategy Support
How should you set up campaigns and ad groups? What kind of match type do you want to target, broad, phrase and exact? How many keywords should you have per campaign or ad group? Do you need to take all of Google Ad’s recommendations? (Simple answer is no you don’t) When should you delete keywords? What keyword variations are effective to make sure you’re targeting the Okanagan customers you’re trying to reach?
As you can see, there are a lot of decisions that must be made to create an effective ad. Understanding how to effectively add, change, and analyze the keywords and phrases you use in your ads is critical to your overall Google Ads strategy. For example, if you try the term “chiropractor in the Okanagan or Kelowna or Penticton” but don’t get the results that meet your goals, you can try other options, such as “chiropractor near me” or “back pain treatment in the Kelowna.”
Write Compelling Ad Copy
Your ad copy – the three to four lines of information that appear in the Google Ad – can make the difference between overspending money to Google Ads or increasing your leads. Ad copy needs to function as an extension of the keywords you’ve selected, however, your copy should also grab the attention of your target audience and entice them to click. When they do click over to the landing page, that page should fulfill their curiosity by expanding on what you’ve promised and give them a way to place an order, sign up, request more information, or otherwise achieve your stated goals. There are several types of search ads, Responsive, Expanded Text and Dynamic, all work depending on what the goal and budget allow.
Ad Testing and Refinement
You can continually improve the effectiveness of your Google marketing by split testing the ads. For example, you can set up two ad groups and place two or three ads in each group. Run the ads simultaneously with the same budget, location, and time restraints. In about two weeks you will be able see which one is performing better. Keep the more effective ad and create a new ad to test against it. Continue in this way to refine your Google Ads strategy to achieve the highest possible ROI.
Measure the Effectiveness of Your Ad Strategy
The best way to determine if your Google Ads strategy is working to bring new leads to your Okanagan business is to measure conversion rate. In other words, how many people who click on your ad take the action you wish them to take? Regardless of your goals, the only way to measure effectiveness is to track your conversions and lead. Are you getting more leads, more customers, more sales, more sign-ups? AdWords provides the tools you need to track your conversion rate, as well as additional data.
Use The Google Ads Campaigns Data to Grow Your Presence In The Okanagan
What you will learn from your Google Ads results, through ad reporting and analytics, can apply to more than just improving your conversion rate. It can also inform your content for your blog and website, so that you improve your organic SEO results, too. As you learn more about what gets potential customers to click on your ads, you can incorporate those keyword search terms throughout your website, use the keywords as hashtags in your social media marketing, and drive better visibility and engagement for your small business from every direction.
As a Google Partner company, Peak to Peak Marketing specializes in Google Ads strategy development, execution, and analysis. Combined with our other small business digital marketing strategies, we can help your Okanagan business be more visible to your target market. Get in touch for a no-obligation consultation to discover how our in-depth marketing knowledge and innovative online marketing strategies can help you gain a competitive advantage over your competition.
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