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Increase your store’s foot traffic: Things you need to know about Google AdWords and why you need it for your small business!


Running a business can be both extremely rewarding and depressingly difficult at the same time—especially if you are doing it alone without a business partner.

Talk about being a one-man team! It is a lot worse if you have a service business like a coffee shop or a pet grooming business where return customers are usually the only customers you have.

Although let me correct that, it is not necessarily a bad thing that you have developed good relationships with your customers.

Clearly that is a sign that you are doing a great job. However, have you ever asked yourself: Is this really the peak of my business’ growth? Can this business still serve more people?

Businesses today are having a hard time growing, especially with the advent of the internet where people can just choose to DIY through YouTube or reading articles online.

According to research, the U.S. self-help market is worth more than $9.9 billion and is expected to grow $13.2 billion by 2022—this just shows that this “industry” hurts service businesses since more people are trying out things on their own.

More than a problem, this is actually an opportunity!

Before one can actually learn the task they are seeking to do, they have to resort first in looking it up online.

And yes, you guessed it right, by Googling it.

And did you know you can convert them from just wanting self-help to being your actual customers?

As a business, an important thing you need to always think about is visibility, not just your typical physical storefront marketing but also online.

Your goal is to be always in the top of the mind of your target customers, hence constant visibility is as important as your secret sauce.

In this article, we walk through the concept of using Google AdWords to increase your customers better than your competitors and keeping it growing in the age of digital disruption!

Marketing through Google AdWords

You probably know Google as a website, a search engine where you look up things for research or to look for business ideas.

Actually, Google is more than just a search engine, this brand is actually a technology company that does a wide array of digital services and one of which is called Google AdWords.

Google AdWords is a pay-per-click (PPC) type of advertising, meaning you pay Google a certain amount depending on your budget and then Google displays it online.

Every time someone clicks your ad, Google will deduct an amount until it runs out of balance.

Think of it as an online flier distributed by your salesman—this time we call him Mr. Google, every time someone grabs your flier, that is the only time you will pay!

Exciting, right? Basically, there are two channels where Google AdWords work, one is Google Search Network and Google Display Network.

Let us dig deeper on each of them:

Google Search Network lets you advertise on Google through its search engine.

Using keywords, Google places your ad on top of the search results, showing it to people actively searching for them or on topics related to it.

For example, they are looking for a nearby money exchanger and they key in “money exchangers in Boston,” if you put a budget on that then Google will show your ad on top of the results area.

Google Display Network, meanwhile lets you advertise through banner ads, such as on a huge network of websites, Google partnered with such as YouTube, among others.

This is a form of indirect advertising as it is Google who chooses to whom advertisement should be shown to.

The good thing about this is that you are able to reach more people, especially if you want to reach a wider audience than a specific niche.

Just a note, how much you place as budget “per click” will reflect your ad’s “Quality Score.”

The higher the price you put, the better chance you will have your ad displayed on top of the page it is intended to be displayed.

If managed properly and efficiently, this can attract customers to your shop in no time!

In order to get started, you should visit the Google AdWords website first so you could start your first campaign.

Most businesses actually hire digital consultants to make this process less costly and more efficient.

What if someone just accidentally clicked my ad?

That is a valid question and this will happen. Adwords invalid clicks often happen and even big publishers are not immune from it.

It is when someone accidentally clicks your ad and you are charged for that click.

There are also some instances where competitors spam each others’ ads so the other runs out of budget for their ads, this is called click fraud.

These invalid clicks and click frauds are heavily detrimental to your digital marketing strategy and in order to get the most out of your money’s worth, it is important to protect yourself before these happen through strong pay-per-click protection packages.