What Are the Steps a Small Business Owner Has to Go

Through in Order to Advertise on Google AdWords?

Nowadays, small business owners understand the importance of digital advertising, and are willing to set aside funds specifically for digital campaigns. They invest time and effort in opening a Facebook page and a website on simple “do it yourself” website building platforms.

A business owner that opened a Facebook page or a website did this in order to get more clients, but a site that is not promoted is useless. This is why small business owners need to actively promote their site on advertising networks such as Facebook and Google.

Some small business owners who realize that they need to advertise online turn to advertising agencies. Agencies usually aren’t willing to take these businesses on as clients because their monthly budgets are too low (about $1000).

Business owners who are more “technologically advanced”, use their spare time to try and advertise on Google or other search networks. Once they reach that point, they understand that in order to have a successful and effective campaign, they need more information and knowledge.

What are the steps small business owners need to go

through in order to run a successful campaign on

Google AdWords?

1. Open an account on Google’s advertising platform – Google AdWords

2. Enter their payment information3. Learn to use Google AdWords-There are many online courses that

explain how to advertise online. The most reliable information online is in Google’s certification programs, which teach users how to advertise on Google using AdWords’ best practices.

4. Keyword researchA business owner needs to determine which keywords are relevant for their services and products. There are many tools online that can help the business owner find relevant keywords.

5. Design a landing pageThe landing page is the first thing your potential client sees after clicking your ad. A landing page can be designed by free tools that are available online, or by a professional designer.

 6. Program a landing pageIt’s necessary to make sure that the landing page is programmed according to Google’s requirements. Ideally, the landing page should be programmed in HTML5 and have as much “live text” as possible so that Google can “read” the text.

7. Store the landing page on a serverThe landing page should be stored on the same server as your business’s website. If your business doesn’t have a website, you can store your page by contacting one of the leading storage companies and paying them to use a server.

 8. Implementation of conversion pixelsA conversion pixel is a block of code that lets you analyze your campaign’s performance and optimize it according to the results. The conversion pixel can be implemented by the programmer that programmed the landing page.

9. Creating your adWhile setting up the campaign, the advertiser will be asked to compose an ad which will appear when a user searches for one of the keywords that are targeted by the campaign. When writing the ad, it is important to understand the concept of Google’s “quality score” and to know the importance of using your keywords within the ad text.

 10. Ad extensionsAn advertiser can also use ad extensions which provide potential clients with relevant information easily and quickly. Ad extensions are an important component of quality score, and you can use them to boost your campaign’s achievements.

11. MobileIf the advertiser wants to appear on mobile as well, he will need to create a landing page that is formatted for mobile. If the advertiser does not wish to appear on mobile, he will need to make sure that the option for mobile advertising is off.

12. Launching the campaign on GoogleAt this stage, the campaign is ready to be launched on Google. It’s important to check that all the details are finalized before launching it, including – setting a daily budget, choosing geographic locations to target, deciding which networks to run on and so forth.

13. OptimizationThe hardest part of running a successful campaign is managing your budget wisely. Once the advertiser launches their Google AdWords campaign, he will need to pay daily attention to his budget use and update bids in order to achieve the campaign’s goals. The advertiser also needs to understand that the optimization for mobile and desktop computers is different and must be handled separately.

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