Google AdWords for small/medium sized businesses

Google Adwords for SME

What is Google AdWords and why is it the future of marketing for SMEs?

Google Adwords is Google’s very own advertising service that allows your to place and position your website on the search engine results page (SERP). This is done by a pay-per-click system, this means you have the power to dictate how much you want spend on advertising and only pay when a potential customer clicks and views your website.

Power of Google

Google is the number one search engine in the UK, owning 89.9% on the market and 77% of people in the UK shop online. Google AdWords is an advertising service by google that allows businesses to display ads on Google and its advertising network. The Google Adwords program allows businesses to set a budget for advertising and only pay when people click on the ads. Google AdWords enables you to simply create and advertise your ads on Google and attract customers interested in your product market. Creating a greater brand awareness, specifically targeting potential customers and maximising profit for the business.

Principles of Google Adwords campaign

You pick and bid various keywords that a searcher may use on the Google search engine then create an advert that that will appear on the search engine based on the chosen keywords for example ‘van hire’.

Van hire

Although you won’t be the only company bidding for these keywords, other rival companies may also place bids for these keywords. Your budget for keyword to determine the position of your ads or whether they get advertised at all. However, unlike other bidding models,  it not is not the just the highest bid that is taken in to account, Google Adwords also takes into account ‘quality score’.

Quality score is is Google rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.

Small/medium sized businesses

For any small business whether established or just starting up it can be very difficult to promote and advertise. Only 30% of SMEs have and adverting budget. For many small businesses advertising can seem expensive, especially if there is no guarantee on the return of investment. Therefore it becomes difficult for SMEs with limited resources to reach its full potential of brand awareness and maximising profit. However businesses under these conditions will be able to exceed these limitations due to Google AdWords. Google AdWords is viewed as the best and most effective way to reach your prospective customer, drive traffic to your business and ultimately increase sales.

Key benefits to gain from Google Adwords:

  1. Reach – With Google being the number one search engine your business will be open to an enormous portion of the market as Google saturate most of it. Therefore they are now sharing some of that portion with you as business, advertising to potential customers locally and worldwide.
  2. Relevance – Google AdWords specifically targets the people that are interested in your business. Keywords (i.e cameras), your ads will appear when a potential is searching for a product or service that your business operates in. Not only keywords but also location, your ads may appear only to those that live within a certain distance as you may be a small business that only operates within a local area. It also means identifying the hours and days you wish to advertise depending on the traffic hours of your business.
  3. ROI (Return of investment) – One of the most important benefits especially for a small business is the cost and the return of investment. With Google adWords you are able to control how much you invest as a business and only pay once a potential customer clicks on your ad and consult your Website. Google AdWords gives you the flexibility to control the maximum investment per day depending on your specific goals and monthly budget.