If you are a small business owner there are many things that you can spend money on to promote your business.

But once you've set the budget for that inflatable wave arm, catchy retail signage, and a second type of inflatable wave arm because your first one seemed lonely, unfortunately sometimes there isn't much money left to land on Google Ads.

The good news is that you don't have to spend a lot to live big on Google's results page. It's like Biggie probably would have done it if he wrote his most iconic hit in the modern world today, "No Money, More Search Results."

No matter your budget, you can take advantage of this powerful advertising tool.

Bonus: Get the Step-by-Step Guide to Social Media Strategies with professional tips on how to increase your social media presence.

Google Ads campaign goal

Source: Screenshot from Google Ads

Google dominates search engine market share. 2.5 million searches are carried out every second.

On average, Google Ads generate $ 2 for advertisers for every dollar spent.

Best of all, there is no minimum budget and you only pay when someone clicks your ad. I think that's what they call "no risk, high reward".

If you are on a budget and big conversion dreams, read on for the best tips on creating Google Ads that make a serious impact with every penny.

10 Tips for Creating Effective Google Ads on a Budget

1. Set yourself a clear goal

Before you can specify your conversion goals, you need to get a complete picture. What are your overall business goals? What are your advertising goals? Once you have clarity about these things, you can focus on your actual tactical plan of action.

For example, let's say you make faux fur coats for Sphynx cats. (Someone: Please do this asap.) Your overall business goal could be to sell 10,000 units this year.

Review of the Google Ads campaign

Source: Screenshot from Google Ads

In this case, your advertising goal could be to offer households with Sphynx cats a promotion to buy One-Get-One-Free.

Then, within Smart Bidding, you can precisely target specific keywords in order to reach the target audience you want ("cat is too naked") on a maximum budget and ensure you never overlook them.

2. Build a great structure

Set things up thoroughly from the start and you will be in better shape to succeed. That means you take the time to curate everything from campaigns to keywords, ad groups, and destination. Your gnome fanpage will be much more popular when shown to seekers living in gnome positive cities

Set up the location of Google Ads

Source: Screenshot from Google Ads

They should be highly thematic and thoughtful (you made a plan in Step 1, remember?): No explicit setup, okay?

3. Collect a high Quality Score

It might sound obvious, but the best way to make sure your small budget goes far is to make sure your ads are top notch.

Quality is the key here. Literally: Google rates the bid amount, keywords and landing pages of each ad and gives it a Quality Score of 1 to 10. The higher the value, the better your rank and the better the conversion chances.

In short, you want to set up your ad so that it is crystal clear and helpful to the searcher every step of the way. Here are some great tips to help you improve your Quality Score.

4. Target long tail keywords

Long-tail keywords are very specific and company-focused. A generic keyword like "brewery" is not intended for people in your neighborhood who are actually looking for a place to "sip some brews".

Instead, try something with your city and neighborhood, or even your zip code. Again, certain products and services are great. Brewery IPA's Vancouver Commercial Drive is more likely to grab the attention of someone interested in it.

Keyword topics for Google Ads campaigns

Source: Screenshot from Google Ads

5. Make sure your landing page is optimized

The whole goal here is not just to create an ad that someone will click on. It's about creating an ad that someone clicks on … and then actually finds the product or information they're looking for.

With your "50% discount on bird shampoo!" You can attract the attention of a parakeet fan. Google Ad, but if they visit your website and only find conditioner for cockatoos, they will ricochet.

Birdphora optimized landing page

Source: Too Much Time in My Hands

This bait-and-switch not only affects your sales, but also your Google Ad Quality Score, causing you to fall down in the rankings.

Optimize your landing page for conversions by making specific offers that you can track.

6. Don't spread too thin

If you only have a few dollars to spare, you're unlikely to be spending on 40 keywords. Focus on your priorities: the most profitable population group, the most profitable market area or the most profitable product, and only address one specific keyword.

In other words, you want a SKAG.

Yes, I know it sounds like rude British slang, or what you might scream at when a hairless cat unexpectedly runs around your living room. However, it actually stands for Single Keyword Ad Group. This is the ideal, ultra-focused way to target the customers you want at a cheaper price.

Google itself suggests several keywords. However, we want to let you know that it is actually extremely ineffective.

With too many keywords in an ad group, you may not be able to write an ad that is right for every search.

Suppose you run a tire company. You likely have a wide variety of products available. However, if you set your keywords to "green tires, ladies tires, tiny tires", your ad won't have enough room to specifically reflect all of these options.

The searcher only sees an ad that says "Winter tires" and may not click through. You keep scrolling until you see a link that explicitly contains women tires (tires … for her!).

Ad group for individual keywords

Source: Google screenshot

SKAGs increase the click rate by 28%. Specificity provides clarity: users can actually clearly understand that they have found what they are looking for.

To build your SKAG, search for a medium traffic, low competition keyword and identify the intent of the search. For this example, forget about the keywords "green tires" and "tiny tires" and just stick with "women tires". Next, highlight that term specifically in your ad heading so the searcher knows they found exactly what they are looking for, click through and buy.

Then take your keyword and modify it with a broad match modifier (+ Keyword), a phrase match (“Keyword”), and an exact match ((Keyword)). And now wait for the clicks to come in! (Like a tire.)

7. Let automation work for you

Maximize your conversions with Smart Bidding and Responsive Search ads. AI may not be able to create a great advertising strategy for you, but machine learning can help raise or lower the bids on your behalf.

The automation takes into account everything from the funnel level to relevance to keywords and competitors.

This ensures that your bid is increased when your ad has the best chance of success – or decreased when you want your competition to win so you don't waste your precious time and money.

Oh, robot: you did it again!

(Would you like more information about how bids work? We'll cover you in depth in this AdEspresso webinar.)

8. Include extensions

The Extensions tab on your Google Ads dashboard allows you to add extensions directly to your ad to indicate your location, products, features, or promotions.

And. You. Should.

76% of users looking for a nearby service visit this company that day. With local searches increasingly happening on mobile devices while people are out and about in the city, you need to wave the flag that you have nearby and ready to help.

Throw a phone extension into your ad for your unicycle repair shop. People can just click and call and ask if you can help them weld two unicycles together into an innovative hybrid duo cycle.

Google Ads dashboard extensions

Source: Google screenshot

If you're a leopard print toilet paper wholesaler, add an affiliate store extension. This tells front-and-center exactly which retail stores your Rockin 'Rolls have.

9. Think negatively

Google Ads also offers the option of entering negative keywords: words you don't want to be associated with.

For example, if you've sold dolphin key chains but not glitter dolphin key chains, you don't want to see results for the latter. All the Sparkle enthusiasts out there will only be disappointed when they click their way through.

To find out how people accidentally search you, check in your search terms report. This is where you can find the irrelevant queries people are leading to you and add them to your negative keyword list.

10. Measure everything

How do people find your site? Which pages are popular and which searches get them there? Your analytics have the data you need to measure success and patterns.

With Google Ads itself, you can find metrics that indicate why your impressions, click-through rates, or costs may have changed.

Take this information, analyze it, and inspire your next great advertising experiment.

While these tricks for getting the most out of a small budget apply today, Google Ads is constantly being updated. Tomorrow there may be even more ways to tweak those dollar-dollar bills so you can spend less on advertising and more on creating the dance tube girl group of your dreams.

Easily create Google Ads campaigns alongside your Facebook and Instagram ads with Hootsuite. Spend less time moving from one ad manager to another and more time making money. Try it for free today.

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