Why advertise online?
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Consider for a moment how customers learn about small businesses today. While word of mouth and ads in newspapers may be great ways to reach customers offline, three out of four online customers use a search engine to find a business1.
Since people go online to find new businesses every day, online advertising is a great way to reach new potential customers. And online advertising isn't just for big companies. With the right tools, it can be simple and powerful for small businesses too.
In this lesson, we’ll explore why online advertising could be a great option for your small business, and take a look at how Google Ads Smart campaigns make it easy to get started.
Nearly two out of three small businesses are using online ads to reach new customers.1
1Google/Ipsos, SMB Perceptions, May 2018
Why you should consider online advertising
Online advertising offers a number of benefits that can complement your marketing strategy.
You can reach very specific audiences
Online advertising allows you to find, reach, and engage people who are likely to be interested in your business without spending money on an overly broad audience. Online advertising offers granular audience information, so you can focus your efforts effectively. This means you can focus on customers nearby, in a specific city or state, or nationwide, or those who are searching for specific things.
You can measure the results
This is where online advertising really starts to transform your marketing strategy. Let’s say you buy an ad in your local newspaper. You won’t be able to track how many people actually saw your ad or know which visitors to your website arrived because they saw your ad.
But with online ads, you'll know exactly how many people viewed your ad, how many clicked on it, and you can even trace back specific sales or other conversions to those clicks.
With online ads, you'll know exactly how many people viewed your ad and how many clicked on it.
With online advertising, you have control and flexibility over how much you spend, and when and where your ad appears. And if your strategy changes, you can quickly and easily increase or decrease your ad spend, tweak when and where your ad appears, and react to new trends and opportunities.
Google Ads Smart campaigns
If you’re ready to try online advertising, Google offers a solution specifically for small businesses called Smart campaigns. Smart campaigns are designed to make it simple to set up and manage your online advertising.
Show your ads across Google’s network
Smart campaigns will show your ads across many of Google’s most popular products and platforms, including on Google Search, Maps, Gmail, and Google’s network of partner publisher websites. But even though Google's products are used by millions of people, you can focus on a very specific audience — for example, you could choose to only show your ad to people in your area who are looking for the specific good or service you offer.
You only pay for clicks or calls
With Smart campaigns, you only pay when someone clicks on your ad or calls your business.
What’s more, Smart campaigns allow you to set a monthly budget and never exceed it. You can pause your ads at any time — or invest more at a moment’s notice. This allows you to take the guesswork out of advertising costs and plan your strategy.
Smart campaigns allow you to set a monthly budget and never exceed it.
There’s no design necessary
You don’t need to be a designer to create compelling ads with Smart campaigns. Just enter some text about your business and add some images, if you like. Smart campaigns will do the rest so you can focus on what you do best — running your business. Plus, you’ll get easy-to-understand data about how your ads are performing, so you can make informed decisions about changes to your budget or ad content. Results take time — it can take a few weeks for your ad performance to stabilize while Smart campaigns discover what works best for your business.
With online advertising, your small business has a simple and powerful way to reach new customers and help more people learn about what you do.
And with Google Ads Smart campaigns, you can get started with online advertising quickly and easily with flexible, results-driven ads that allow you to reach your audience where they already are — online.
- 1 Ipsos Research, Benefits of a Complete Listing, October 2016