SME’s: 9 Ways AdWords Can Help Grow Your Business!

Aimee Prince

Meet The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
From: Portsmouth, UK

SME’s: 9 Ways AdWords Can Help Grow Your Business!

Online marketing and AdWords pretty much go hand in hand. AdWords is an amazing way of growing your business and grabbing those oh so hard to reach customers, problem is there are so many SME’s not taking advantage of this opportunity! I get it, your business has always performed perfectly well without the use of AdWords, or in some cases, without the use of any online marketing. That’s good to hear, but is your business performing great? Has it reached it’s maximum potential? Without the use of Google AdWords, I can promise you it hasn’t.

Many SME’s are under the impression that AdWords is just too expensive and that they don’t have the budget for it. However, this doesn’t have to be the case. If preparation and research is done properly before a campaign begins, you can achieve amazing conversions on an acceptable click budget. Did you know that for high commercial intent searches (someone actively looking to buy a product/service) paid ads get 65% of all clicks? That is an incredible amount of unreached potential for you guys.

So, if you are one of those SME’s who is unsure whether or not to take the Google AdWords leap of faith then carry on reading because I have outlined 9 fantastic ways AdWords can help grow your business!

Increased Brand Awareness

This is probably the number one reason to be using AdWords if you are an SME. I’m pretty certain that achieving increased brand awareness is a must have for your business? When you take into consideration that a consumer has to have an average of 5 to 7 impressions to even remember you it can set off alarm bells in your head. AdWords is a great way for your business to be more visible to both previous and new prospects and this can be done in a number of ways:

  • Placement Targeting – When a display campaign is running you can actually choose which websites your ad is being shown on based on your brand requirements. Pretty impressive stuff when you realise that the display network consists of over 2 million sites! To make things even easier you can go to Google’s Display Planner, enter your target prospect criteria and a list of websites will be automatically generated for your use
  • Bid Strategy – You can actually change your bid strategy based on your business goals (conversions, brand awareness etc.) If you were creating a campaign for brand awareness purposes then CPM (cost per thousand impressions) bidding would be perfect as you pay per thousand views
  • YouTube – Not every company will have a brand video but if you do then creating a video campaign for YouTube is a great way of getting extra exposure

Works Faster AND Helps SEO

We all know that SEO is fantastic! It is an incredible way to grow your business and is an important factor of most SME’s marketing strategies. The only problem is it takes time. A lot of time. It can take up to 6 months for your business to even notice any sort of beneficial result. Now I’m not saying you need to stop your SEO, that would be silly. I’m saying that using AdWords will help grow your business a lot faster and can actually help improve your SEO results. The two are a match made in heaven when used together, for example:

  • If a customer has visited your website through a paid ad and recognise your brand, they are then much more likely to visit your website organically next time they perform a search
  • Paid ads can boost engagement and encourage more mentions and sharing of your content, which ultimately boosts your rankings
  • Overall, by using both AdWords and SEO together you will see a massive uplift in your search traffic

Reach More Customers

One of the obvious reasons to be using Google AdWords is for the simple fact that you reach more customers. It is without doubt the best way to gain a higher reach than any other marketing platform and can be achieved in a number of different ways:

  • In-Market Audiences – these are groups of people that Google deems to be demonstrating particular buying behaviours within defined markets, allowing your business to target a prospect when they are at a much closer proximity to making a buying decision. You can learn more about In-Market audiences here
  • Mobile Advertising – Google has tailored its platform with the ability to perform extensive mobile optimization, allowing you to target customers on the go. The best example? Location targeting on mobile devices. Set your parameter to a certain mile radius and Google will pick up all mobile users making relevant searches near you
  • Campaign Diversity – The selection of different campaigns available (search, display, remarketing, video, shopping etc.) means you are able to reach a huge amount of people in a number of different and creative ways

Reconnect With Visitors Of Your Website

Remarketing is a personal favourite of mine. I think it is a genius way of making sure you really are doing everything possible to guarantee you are not missing out on any potential business. I won’t go into all the details of how it works but to put it simply; remarketing shows ads to people who have previously visited your website. There are a tonne of benefits to using this type of campaign, such as:

  • It gives you the ability to reach people who have already visited you site, meaning that they are much more likely to be closer to making a buying decision – sometimes the customer just needs a little nudge in the right direction and remarketing massively helps with this
  • Dynamic remarketing allows you to create different lists of prospects based on their activity on your web-page. For example you can create lists for basket abandoner’s or for people who have viewed specific product pages. This takes targeted advertising to a whole new level
  • Remarketing campaigns are cheap. It is very rare that you pay over 0.51p for a click
  • You have the ability to create stunning HTML5 ads, which are 100% more attractive and eye catching than regular ads

Accurate Performance Measurement

Google offers a number of different reports to help you keep track of what’s going on in your campaigns, allowing you to have complete insight into where improvements need to be made. For the reports to work however, you must first link your AdWords account to your Analytics but that’s super easy in itself. The list of reports offered is pretty extensive and if you’re a beginner then I totally get how confusing it can seem, so to help you out here are the main reports you should be using:

  • AdWords Campaign Report – This focuses primarily on your campaigns, answering questions like how effective are the campaigns at attracting new users, the engagement rate of your users, how much money they are spending and how often they are completing goals
  • AdWords Hour of Day Report – This report give you the ability to see how your ads perform at different hours of the day. This is hugely beneficial because it then allows you to optimise your campaign and only show your ads at the times of day it performs best; saving you money
  • AdWords Keywords Report – This is a great report because not only does it measure keyword performance but also your ad headlines. It gives you visibility of such things like high traffic and high bounce rate keywords – often meaning that this is driving irrelevant traffic to your site
  • AdWords URL Report – This is a must have report as it measures the performance of your landing pages. You are able to see which of your web-pages is converting best and which pages aren’t getting any interaction. Landing pages must be relevant for the user otherwise your AdWords campaigns won’t be successful

Google Analytics Integration

Linking your AdWords account with your Google Analytics is great because it allows you to see the full customer cycle and have a greater view of how your business is performing as a whole. Linking the two accounts gives you the ability to:

  • Import your Analytics goals into your AdWords account
  • Import Analytics metrics into your AdWords account
  • Optimise your remarketing campaigns with additional campaign options such as Analytics Remarketing
  • View multi-channel reports
  • View additional data which will help optimise your AdWords campaigns

The best part is that linking the two accounts together is so unbelievably easy! Just head straight to Google and follow the instructions.

Tackle Your Competitors

This is a biggie for pretty much every company going! We all want to beat our competitors because, well, that’s just how business works. AdWords enables you to do this very quickly and efficiently. If you’re competitors aren’t using AdWords then you’ve already won and are way ahead of the game! If they are however, there are so many things you can do to make sure you stay ahead:

  • Auction Insights Report – You are able to generate a report of all your keywords (or just a select few if you’d prefer) and this will compare your performance against your competitors. This is a great tool if you are unsure of who your main AdWords competitors actually are
  • AdWords Keyword Planner – This is a great, handy little tool that allows you to see how your keyword ideas rank and also offers suggestions of similar keywords that may be useful
  • Third Party Tools – Tools like SEMrush are my absolute favourite way of making sure I stay ahead of my competitors! All you have to do is enter their domain and you are able to see both their paid & organic keywords, their main competitors, ad previews and so much more! I would highly recommend going to SEMrush’s website and having a play around

Cost Effective

This one really doesn’t need much explanation. AdWords is great because you only actually pay when someone clicks onto your ad (unless you actively choose to use the CPM bidding strategy). How much you pay-per-click depends on the outcome of the AdWords Auction (Googles way of determining where and if your ad is eligible to show to the user). You can view an easy to read infographic which brilliantly explains the AdWords Auction here.

Highly Targeted Advertising

One of the best things about using AdWords is that you are able to target your prospects and your prospects only. If you are optimising your campaigns properly and doing the correct keyword research then your ads shouldn’t be showing to any irrelevant users. AdWords also offers specific audience targeting such as:

  • In-Market Audiences – I described this above as groups of people that Google deems to be demonstrating particular buying behaviours within defined markets. This allows you to target customers when they are much closer to actually making a purchasing decision
  • Demographics – You are able to view demographics data such as age, gender, location and device. You can then change your campaign settings to ensure you are only targeting the relevant audiences
  • Custom Intent Audiences – This allows you to choose words and phrases that are related to the people most likely to engage with your site
  • Similar Audiences – This can only be used if you have a remarketing list but it targets people with similar interests to those in that list
  • Remarketing – Again I have explained this above. You are able target previous visitors of your website who didn’t make a purchase
  • Shopping Campaigns – These campaigns are actually amazing if you are an e Commerce store. Target users who are actively searching for your product with images, information and a link which takes the user straight to the product page. You can find more reasons why shopping campaigns are a must have here

I hope all that information made sense? I know it’s a lot to take in but trust me when I say that these are just a few of the many ways AdWords can help your business grow. If you are a SME and would like to share a chat with us, feel free to make contact! We look forward to speaking with you 🙂

The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
Email: [email protected]
Expertise: Social & AdWords