Want Qualified Leads: Google Ads Work Wonders for SMEs

In our last post we discussed how SMEs can improve Purchase and Sales by using online tools available to them for free.

What are the tools available online to generate Qualified Leads online?
Tool: Google Adwords

This question is best answered by Google itself on the Google Adwords page. In its simplistic essence Google Ads basically is the advertising platform provided by Google. These Ads appear as a result of your search. Ads appear under 'Sponsored links' in the side column of a search page, and may also appear in additional positions above the free search results.

This sounds interesting: tell me the process
Setting up a Google Adwords account is a process which takes not much time. You can either do it yourself or if you are very new to it, you could take advice from an expert who has already done it.
To create a Google Adwords account, please follow the steps below:

• Start by clicking on this link https://adwords.google.com.
• Click "Start now".
• The radio buttons help you indicate the user name and password you'd like to use for setting your  AdWords account.
• If you already have an existing Google account, which you would like to link up with your Google Adwords account, you can simply do that, the only thing to be ensured of here is that the Google account you enter has not previously been linked with AdWords.
• Click Create account (or Continue if you already have a Google Account):
• Existing Google Accounts: If you used an existing Google Account to create your AdWords account, you will directly be able to sign in to your AdWords account.
• New Google Account: If you used new login information, you'll receive an email asking you to click on a link to verify your email address. Click on the link in the message and then sign in to your AdWords account with the email address and password you used to create your new account

The Home Screen of Your Google Adwords Account will look like this:

I am logged in, what Next?

Once you are logged in on the home screen, in the left column you see "Create Your First Campaign" click the button, which will re-direct you to the "campaign" tab on the top menu.

Before you actually create your first campaign. You must have the understanding of the basics in terms of what sorts of Ads you looking to run and where should you place them.

Before you move on to create your first campaign, there are few pointers you need to be aware of:

• Decide upon what 'type' of Ads you are going to run: this also affects conversion and engagement!

Eg: are your Ads going to be only text-based OR are you going to run graphic banners OR are these going to be interactive Flash banners? 

Next important is:

• Be aware of the keywords which are relevant to your business, to help you target your campaign to the most relevant audience online

In the most simplest manner, you could use the free Google keyword suggestion tool, which helps you define keywords for a successful Google Ads campaign. The keyword tool is available as a drop-down option under the "Reporting and Tools" tab on the top menu on your AdWords account.

There are more advanced methods of understanding your target audience online, their behavior and trends, but for the basics we will stick with Google's keyword tool.

• CPC - Cost Per Click

As goes simple English language, cost per click is a mode in which Google charges/ bills you on the basis of every click which happens on the Ads that you run. This ensures your business ROI in the terms that you are charged only when someone who is a prospective target audience to you has clicked your Ad.

• Landing Page

Once someone clicks on your Google Ad, where would you want that person to be re-directed to on the internet? What information should he/ she see? For the same you must create a highly engaging and social landing page, which gives in a smart and precise manner the information about your product/ service/ proposition to the interested audience.

This landing page must also have a conversion form, which the user will fill and the details captured in your database.

Okay, I got it that Google charges me per click, is there something else I need to pay?

Not really, creating a Google AdWords account is a free service. The only thing which you are billed for is the performance of your Ads. There is no minimum spending requirement that Google sets for your business, though there is a one time Activation fee, which you can check for here.

Who controls my Ad spends?

Google allows you to set your own daily budget. There is no cap on it and you are always in control of your Ad spends. Our suggestion to all the people starting up their first Google AdWords campaign, is that you set a maximum daily spend budget and slowly as you get more familiar with the system, you increase the same.

Okay, I have also learnt there is a bidding system in Google AdWords, what is that?

Yes, there is a bidding system, which is pretty simple to understand. The most commonly used option is CPC (cost per click). Understanding the bidding system, is quite simple. The higher and smarter you bid, the better your Ads display. Also what you must keep in mind always is your competitors might be bidding on the same keywords as you are and hence you must dynamically research about your target audience online and ensure that your bidding process is monitored and evolved on a day-to-day basis.

Google also suggests default bids, but manual bidding is always more effective!

How can I ensure the best possible placement of my Ads?

Google AdWords empowers you to target your Ads globally, across geographies and also target your audience demographically. Based upon the search interests, Google Ads can be made to target the relevant audience globally.

What else should I keep in mind?

Google AdWords approves of the Ads first, only then your Ads are shown online. Also a critical aspect of the Ads is, if you are using someone's TM (trademark), you have to have a clear permission by the brand to use the same, which Google AdWords Legal team requires.

IndiaMART Knowledge Services Team always aims at creating growth opportunities for SMEs. We would be happy to help to help you kick-start your first Google AdWords campaign. For expert advice, drop in a comment and we will connect with you.