Getting Started with Google Ads for Small and Midsize Businesses

The first 3 steps to assure Google Ads success for SMBs are easy.

SMBs (small and midsize businesses) know that advertising online is a way to reach more customers and grow their revenue. Getting started with Google Ads can be a little intimidating if it’s your first time. Use this guide to give your business a chance for positive ROI right out of the gate.

Step 1: Create a Google Ads Account

This couldn’t be easier. Go to https://ads.google.com/home/ select “Start Now” and create an account. You won’t be billed at signup but have your credit card handy to finish registration.

Step 2: Ensure Google Analytics is Set Up Correctly

“But Erik” you’re thinking, “what does Google Analytics have to do with getting started with Google Ads?” If the answer to this question isn’t obvious you can probably save yourself some frustration and cash by skipping to Step 3.

Start by checking that your Google Analytics tracking code is setup on all of your web properties: website, landing pages, etc. I like using the Google Tag Assistant Chrome extension to easily know if the tracking code is present.

If you need to implement the tracking code navigate to https://analytics.google.com/analytics/web. Then sign up and follow these instructions from Google. There are a number of plug-ins available to simplify this process if you’re using WordPress but you will still need your own Analytics account.

If you’ve verified that your Google Analytics account is tracking visitors the next step is to enable remarketing and advertising reporting features inside your analytics account.

Getting Started with Google Ads
Image courtesy of Google

Toggling this option will link your Google Analytics and Google Ads account and allows you to create remarketing audiences. Even if you’re not planning to advertise with Google anytime soon I recommend activating this setting immediately. There’s no charge to collect this data and no downside to building this audience. (But be aware of any data protection or data privacy laws you may be subject to.)

Audience building is not retroactive which makes its activation a priority.

Why Remarketing is so Important

Remarketing allows you to serve ads to groups who have previously interacted with your site. These interactions can be further defined/segmented based on how they’ve interacted with your site. Traffic that has previously visited your site has a higher chance of converting, or doing what you want them to do.

The availability of a remarketing audience allows you to treat your advertising like a funnel. This gives you a higher likelihood of advertising success

Step 3: Get help from someone who knows what they’re doing.

The Google platform isn’t super user friendly and digital advertising is a dog fight. The learning curve is steep and it can be expensive if you don’t figure it out quickly. That’s not to say it can’t be done.

The resources available online, both from Google and 3rd parties, provide all of the information you’d need to become an expert. The question becomes how much time and money are you willing to spend to earn that expertise?

Getting started with Google Ads is made easier when you have a trusted resource that can ensure proper technical setup, create strong landing pages and ad creative, and keep your campaign on the rails.

Need a hand getting started with Google Ads? Shoot me a note and I’ll be happy to help.

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