Welcome to our weekly podcast segment with Gene Marks. Gene discusses how to navigate advertising on Google and gives helpful keyword tips.
Hey everybody. This is Gene Marks and welcome to the Small Biz Ahead podcast. This week, let's talk about advertising on Google. Say you're a plumber somewhere, or you're running a pizza shop somewhere or just in some type of small business. You have to admit there's definitely a lot of upside to advertising on Google. For starters, it's definitely a lot less expensive than advertising on television and radio, for example. Those kinds of advertising can be really, really costly. And what's really beautiful about advertising online is that you can, you can target your ad to specific buyers, and clicks can be measured and tracked. If you take out an advertisement on a television program, it's just being blasted out to the world.
You don't even know if they are even targets for running a pizza shop. For all you know, somebody is allergic to pizza dough. You don't even know that, but if you are advertising online in Google, you can really be specific because people are putting in keywords to search for the kinds of things that you're selling for. And you can really hit them this way. And like I said, there's a bunch of really great analytical tools as well that can help you really track to see how effective your advertising. And just so you know, 90% of people who use the internet, see Google ads, according to research and 63% of people that search on Google or likely to click on those ads. So again, it's a powerful way to advertise, so it should definitely be considered. You can control the budget that you're using.
Google: How to Succeed in This Competitive Environment
You can get good metrics for it. You can target who you are, but you know, like anything else succeeding on Google is not easy. You know, it's a competitive environment. My company sells CRM products, like for example, Salesforce. Well if you put in a keyword, if you've searched for Salesforce before you even find my company is like 12 pages down the list. If I do any averages, that the cost Salesforce owns that keyword, you know, big brands and competitors they're fighting for the more popular keywords. So a small business like mine, like yours can really be kind of left out. Which is why local advertising is really, really good when you're on Google. Google, if you're a local business like a plumber in Devin, Pennsylvania, or a you're a pizza shop in Atlantic city, New Jersey.
Then the people that you're competing against are much fewer and far between, and plus your local other pizza shops, they might not be spending as much to advertise for their pizza shop in Atlantic City, New Jersey. So it definitely gives you some options if you really want to focus on local advertising. And that's where Google is really, really good. So let's assume that's the case. Let's assume that you want to do something with Google ads and you do want to advertise locally. So the question is, if I'm going to do that, what steps should I take? You know, what advice do you have? So here's the advice that I have for you. First of all, you want to determine what your objective is like, why are you advertising on Google as well?
Determine Your Advertising Objective
When somebody clicks on the ad, what do you want to happen? Are you trying to sell them products online? Do you want prospective customers to actually call you, visit your restaurant or your pizza shop or register for an event that you're doing or request more information. I mean, you have to know exactly what you want, and then you have to closely track the clicks. So you can determine whether or not your campaign is getting you the right results. You know what I mean? This does not happen overnight guys. It requires testing and testing and more testing, which is why most social media experts that I talked to s...
