GOOGLE ADS: HOW TO COMPETE WITH BIG COMPANIES WITH A SMALL BUDGET?

Future marketer, as you know, a performing keyword costs more or less 2$. That's why it's important to plan your advertising campaign well.

 

• Define a territory

First, your territory must be of a reasonable size. A minimum radius of 5 km is recommended. We need to target potential customers and have a certain population density within this radius. Note that it is possible to select several radii. Over time, depending on the data collected, we can exclude certain areas that generate fewer conversions.

 

• Reduce broadcasting hours

As soon as you plan your campaign, determine the times your ADS will run. Then accumulate the data and reduce the schedule over time.

 

• Avoid segmenting your market from the start with the gender variable

I am often asked why. Let's get back to the basics of consumer behavior. Does the millennial consumer behave like the traditional consumer? I've taken the two extremes to illustrate the differences. For example, you are promoting hip replacements. In-store, your target clientele is 65 and over. Let me ask you a question. Are they the most savvy generation on the Internet? In this example, it's often the children under or over 40 years old who will search for information for their parents. This is not an isolated case, the behavior of the Internet user is different from what you can find in stores. I suggest that you aggregate the data and exclude the audiences according to this one.

 

• Choose keywords from your industry

These are the words that people will look for in the search engine's search bar before clicking on your ad. That's why I suggest you develop about 40 keywords for your campaign. Also, don't hesitate to exclude irrelevant keywords, to avoid wasting your budget on them.

Build your advertising campaign according to the tree structure of the website you want to promote.

First, let's untangle the following terms; campaign, ad group and ads. You should see them in a funnel from the largest to the smallest.

 

• Some definitions, to put us on the same page

A campaign is based on a general theme. It is part of the market segmentation variables. It is a general objective. As you know, there are many ways to segment a market.

 

Let's get back to the point...

 

An ad group is your campaign objective.

While an ad can be text or graphic. It's a little more specific.

 

• A little advice... For a good start

Avoid being too specific in your ads, in order to attract the most future prospects.

Well, now that you know the difference, you should know that Google advises to develop three to four ads per ad group. Plus, you'll save on budget. The more ads you have, the more likely you are to repeat yourself and the more you will waste.

 

• Advice from the pros..

We recommend that you make three ads and one responsive ad.

The advantage with responsive is that it will generate several combinations and will only display the best performing ones. Isn't that great?

 

• Use all the tools that the different platforms offer you

Platforms such as Google offer you a wide range of tools to optimize your ads. Extensions and links, for example... Use them, be visible! Stand out! Communicate your brand image!