In addition to SEO (Search Engine Optimization), i.e. optimization for normal search results, there is another discipline: SEA (Search Engine Advertising).
Search engine advertising is about paid ads in Google or the Microsoft search Bing. Here companies can buy advertising space and thus increase their visibility on the Internet. “But why should I spend money on online ads when I already have a website and a Google My Business listing?” The answer: The Google Ads ads are still displayed above the regular Google results. Entrepreneurs who only rely on SEO are therefore not always visible at first glance. You have to hope for internet users who keep scrolling down. It is different with advertisements – they are immediately present.
Google Ads for Small Business
SEA is a big field. Corporations invest five to six-figure sums a month. SEA agencies keep an eye on the accounts, improve the advertising texts, search for new keywords and adjust the advertising strategy.
A retailer cannot keep up with either budget or time. But how do you participate anyway? A sensible solution in many cases: Local SEA, i.e. local search engine advertising. With regional advertisements, costs and effort remain manageable. The strong geographical limitation to a city district, a postcode or a district as well as advertising texts with a strong local reference, which can even be written in dialect, enable entrepreneurs to lure customers into the shop on their doorstep.
With 500 euros, a company in the Local SEA can already win some new customers. With the ads you are directly present on Google, have maximum control over the content and receive immediate feedback on whether the content appeals to new customers or not.
Finding a suitable Google Ads agency is often not easy for small businesses.
For specialized Google Ads agencies, only projects with a four-digit advertising budget per month are often worthwhile. Recognizing the problem, Google is investing in developing automated ads for small businesses. If you use a profile on Google My Business, you will already be offered the machine-generated ads. The program writes the advertising texts based on the entered information about the company and switches the advertisements when relevant keywords and the city are searched for. The advantage: the time required for entrepreneurs is limited and they can also regulate the advertising budget on a monthly basis. If Google changes the specifications for the ads, they are automatically implemented. The disadvantages: loss of control and fewer opportunities to exploit the business niche and set yourself apart from the competition.
This is how Google Ads work
The ads at the search engine giant are called Google Ads. They are displayed above the normal search results. Advertisers pay for individual keywords, the keywords. If an Internet user searches for these words, the advertisements are shown to him.
The Google Ads auction
Companies do not pay a fixed amount for ads, only for the Internet users who actually clicked on the ad. When creating your ad, you’ll need to determine the maximum amount you want to spend. The prices are created through a sophisticated auction system. Depending on the keyword and industry, there are many competitors who all want to be found with their ads. Those who are willing to pay the most for a potential customer’s click land higher up. The amount per click can range from a few cents to several euros. But not only the price determines the position of the advertisement. The ads are also judged on the Google Quality Score
The quality score is a rating of the relevance of the keywords, ads and landing pages on a scale from 1 to 10, where 10 means very good. Google assesses various criteria for this:
1. The expected click-through rate, i.e. what percentage of all users to whom the ad is presented click on it.
2. Ad relevance, that is, the thematic correspondence of keywords, ad texts and content on the target page.
3. The quality of the landing page, for example very relevant content or fast loading times.
A high Quality Score ad costs less. The opposite applies: If an ad is clicked less than the competition, it loses quality and more and more money has to be offered for the keyword.
The elements of the Google Ads
For a high quality score, the Google Ads ad should be filled out as completely as possible. 30 characters are available for the heading and up to 90 for the description. Three different headings and two descriptive texts can be entered. Google Ads will then automatically test different combinations over time and determine which will produce the best results. Once you have found out which ad appeals to your customers, you can also use the text for the search engine optimization of your website.
Another tip: If the link to your target page is very long or cryptic, Google Ads offers to display a memorable and easily readable URL instead: www.beispielshop.de/laufschuhestatt www.beispielshop.de/?product=4878
Write good Google Ads ads
The texts should be formulated from the user’s position and answer the following, advises Deutschländer: Who am I? What am I offering? Who am I offering this to? Why is my offer better than the competition? Instead of just writing “lawyer”, it is better to specifically choose “specialist lawyer for labor law Berlin”. Adjectives can also be useful: “Trustworthy specialist lawyer for labor law in Munich, experience since 2001”. Google’s guidelines must be observed when writing. Ads with emojis or overly used symbols like “B * ü * c * h * e * r” or will not be approved at all. You can find an overview of the rules here.
Local targeting of Google Ads ads
If you want to target local customers, you have to use geotargeting in your Google Ads account. In the campaign settings you can choose between a proximity search, specific addresses and postcodes or very specific locations such as universities. If you don’t feel like going to the outskirts for a job, you can exclude places too. By default, an ad is shown when people google for the region but are not currently there. It is therefore advisable to activate the option ‘Users in my target regions’ under Settings and Advanced location options. This means that only people on site who can come to the store receive the advertisement. That saves valuable budget.
Constant change in Google Ads
Google is constantly changing the formats and ratings. Then the displays have to be adjusted. And a well-running ad can suddenly collapse because the competition is doing something better. You always have to be on your guard or rely on automated ads to reduce the workload.