4 tricks to create better ads on Google for SMEs

Creating ads on Google is still a small adventure for any SME that wants to survive in online business. Before going into the explanation of the tricks that we can apply to create an effective campaign, the scenarios to launch a campaign in Google must be defined. Many campaigns are not effective simply because their approach is not well defined from the ground up. 

When should a Google ad campaign be launched?

The company has a digital product or service with a very large customer base. If the product is very focused on a very specialized segment, surely with SEO you should have enough visibility. When we talk about specialized products, we are talking about products such as “Lawyer specializing in international insolvency proceedings”, or “engine spare parts for public works vehicles”. We are talking about companies with a wide potential, but with a very identified specialization. For a campaign to be effective, you must think that the user base is very broad and that the potential audience is broad.

There is a clearly identified sales process. The sales process can be simple, but we must have clearly identified stages. Potential customer, interested customer, not interested / unqualified customer, customer with budget / shopping cart, purchase completed / contracting. 

Access Google Slides document with sales process template and sales funnel.

The objective is marked and an acquisition cost and profitability are defined. For each campaign you must have a budget, a sales target and an expected profitability. For this, the most important factor is the acquisition cost. What is the cost of each client? 

Access the Google Sheet document to calculate the cost of a client in a campaign.

Ready to launch a campaign

If the company has defined these steps and this scheme has been defined, we can start designing our campaign:

Add the price to the ad

Google charges you per click on your ad. If the price is a decisive factor for the client, you can avoid clicks from less qualified clients by adding the price in the ad. You can put “From” but the price in the ad avoids customer queries that may be sensitive to the base price. 

Add phone to ad

In the sale of services it is highly recommended to add the phone. The client will want to start a conversation on WhatsApp to resolve doubts. The sooner they can see the available mobile number the better. 

Adding the agent’s name to the ad

Building trust and accelerating sales is essential. A proper name will help the client to connect with the company and generate contact with the closest commercial department. The objective is that the client does not feel intimidated and can enter the structure of the company with confidence. 

Highlight your competitive advantage in the ad

Let your potential customers know what sets you apart from your competition. Why you are better and how you can help them get what they are looking for. Assertive, direct and unapologetic.

Promote the best ads and remove the bad

ones Artificial intelligence allows you to boost the best ads and remove the ones that don’t work. This continuous learning process can be done by humans or it can be managed with artificial intelligence. You might think that these types of services are only available to large companies, but Chatwith.io and Dolnai.com have created a solution available to any SME that wants to manage their listings efficiently. This system supported by artificial intelligence automatically monitors the ads created and optimizes the ones that work best by eliminating the ones that do not work.

This service does not have any additional cost to what is invested in the campaign. The client invests his budget and the system performs the optimization on his behalf. 

For all new clients in Google Ads there is a welcome promotion of €400 free if the client invests €400 in a period of 2 months. 

For any company that wants to test the system, just create an account at Chatwith.io and request access to Google Ads campaigns to boost your business. 

If you sign up in October, you will have the service for free and you will only pay the budget in Google Ads. The system will perform the optimization on your behalf.

New customers will receive a free €400 welcome promotion in Google Ads after investing another €400 in a period of 2 months.

Any company that wants to test the system just has to create an account on Chatwith.io and request access to Google Ads campaigns to boost their business.