AdWords for Small Businesses – Getting The Basics Right

Google AdWords is a valuable channel for many large organisations but the value it can drive for small/local businesses can be substantial and so makes it a highly rewarding advertising platform for many small advertisers, be it on a b2b or b2c level.

AdWords for small businesses is also known as Local PPC. Local PPC is for businesses that depend on their local population entirely. One clear example of this is restaurants. But in order for value to be generated for these businesses they depend on people physical entering their location. This emphasises the need for a strategic approach when implementing an AdWords campaign to get the optimal value for your businesses advertising budget.

Below are three key areas to hit the ground running with your next local PPC campaign:

1 –  Location targeting – Target those most valuable to you.

Like many small businesses, customers in the immediate vicinity are of higher value than those that are outside of their location. With that, AdWords is capable of targeting this audience on a very granular level to make sure budget is being spent in the right areas. There are two types of location targeting, one is to choose a pre-defined location like a city, county or country and the other and more specific being radius targeting.  Radius targeting allows businesses to drop a pin on the map and choose how far away from the pin, in miles/kilometres, you want the circle of your location targeting to be.

This can deliver more valuable traffic than if a pre-defined city or county location was chosen.

The benefit of using a radius targeting method is not only can you better ensure your ad is served to those within the targeted area but also gives you more control as the pre-defined location may cover too much of an area or too little based on your requirements.

Advanced Location targeting

The default AdWords targeting method serves ads to people in, searching for or who show interest in a targeted location. At a campaign level, this can be altered for businesses who depend solely on those around them and should be changed to people in your targeted location only. This will ensure that every cent spent on your campaign goes towards those who are eligible or physically capable of coming to your businesses location.

2 – Ad Scheduling

Introduce bid modifiers on ad schedules and device types. The impact of mobile targeting is huge and therefore you must take advantage of these bid modifiers and when this is overlayed with the opening hours of your business, will guarantee that budget wastage is kept to an absolute minimum for your AdWords campaign. For example, if your business depends on direct calls from ads then making sure full visibility on mobile is achieved and equally ads are switched off outside of opening hours are ways to ensure you get the most from your budget.


3 – Create Onsite Conversions – Of Any Kind 

The importance of creating onsite conversions cannot be underestimated even if your website doesn’t have e-commerce capabilities. It’s critical that conversions are created to correlate in some way with instore success. This can be created in many forms; click to call, get directions, make a booking, find a store etc. These can be housed within Google Analytics and the data collected allows you identify whether the advertising spend is showing a return. That return is observing those who make some sort of action that indicate that they may engage with your store versus a user who hits your homepage and then leaves.

Peter Laffey