Understand how Google Ads works to exploit its low-cost potential and create a promotional campaign for small / medium-sized businesses. Here are all the steps to put this strategy into practice

For effective digital marketing, you need to know how to use the Big G advertising platform. But is it really possible for small and medium businesses to create and optimize low budget Adwords campaigns ? The answer is yes, as long as you know the tool we are going to use well. So let's see how to maximize the yield of a low budget on Google Ads.

Understand what Google Ads is and how it works

The first step to making the most of the potential of the Big G advertising platform is to understand what it is and how it works.

Google Ads, evolution of Google Adwords , is the tool to create PPC (Pay Per Click) advertisements created by the Mountain View giant. Below we summarize the specific characteristics of this essential tool for digital marketing :

Google Ads operates on a real-time auction system that evaluates the bids received on individual keywords. This means that you will have to identify the keywords you want to compete for and estimate how much you are willing to offer.

When a user searches for the keyword you have selected, if your bid is higher than that of the other advertisers, your ad will appear at the top of the search results with the tag " paid result ".

Regardless of the number of views, you only pay when users click on your listing and visit your website.

Create low budget Adwords campaigns

Let's focus now on the possibilities of Google Ads for 'low cost' promotions and analyze what is the focal point to take advantage of even minimal budgets.

Studying targeted search terms that are relevant to your business is the secret to maximizing the performance of low budget Adwords campaigns . Identifying a niche will allow you to keep costs down and hit a potentially more interested target, even if the search volume will be lower. To do this you will have to be creative in setting the keywords . If you are an insurance agent and want to bid on the keyword "auto insurance" - searched millions of times a month - you will need to be prepared for a high CPC (Cost Per Click) offer. For a cheaper Google Ads campaign, you will need to search for specific keywords that identify a niche of your business, for example "insurance for new drivers".

Set your daily budget on Google Ads

What is the right daily budget for Google Ads? There is no single answer to correctly distribute the budget between SEO, Ads and social networks , especially because each business has its own specific spending capacity and objectives. For all, however, these tips apply, useful for deciding how much to invest in the promotional campaign.

Budget to grow : you can start with a low daily / monthly budget and take advantage of the first month to collect data on the campaign, in particular by analyzing the performance of the CPC on the different keywords.

Plan your costs : there are various online tools that can help you both identify keywords and estimate their costs. Their use can be decisive in making an estimate of the minimum necessary budget.