Conquering Google Ads: Automation Hacks for Busy Small Business Owners

Ever feel overwhelmed by Google Ads? You're not alone. It's a powerful tool, but it can feel like a complex maze for small business owners with limited tech knowledge. But fear not! Here's a breakdown of common Google Ads questions and how automation can be your secret weapon for better results, even without a tech degree.

De Googling Google Ads: What Everyone Wants to Know

• What is ROAS? Return On Ad Spend (ROAS) is like your advertising scorecard. It shows how much revenue you generate for every dollar you spend on Google Ads. The higher your ROAS, the better!
• Why automate? Imagine having a tireless assistant who constantly tweaks your Ads to get you more customers for less money. That's automation! It saves time, optimizes campaigns, and helps you hit ROAS goals.
• Is automation for everyone? Absolutely! Even small changes using automation can lead to big improvements.

Must-Have Automation for Small Businesses

• Smart Bidding for the Win is like having a super-smart assistant manage your ad budget. You set your ROAS target (e.g. getting $2 for every $1 spent), and Google Ads automatically adjusts your bids to hit that target.

Here's a more realistic example: Suppose you run a bakery in Springfield, and your average cupcake order is $15. You want a 1.5:1 ROAS, so you set a target ROAS of 1.5. Google Ads will then prioritize showing your ads to people most likely to spend $22.50, maximizing your return on investment. It's important to note that the exact cost per ad will vary depending on factors like competition and keyword relevance. Still, automation helps ensure you stay within your budget while targeting high-value customers.

Automating Away Irrelevant Keywords

Let's take one extreme example—people looking for "free cupcakes" are unlikely to become paying customers. Negative keywords automatically prevent your ads from appearing for irrelevant searches, saving you money.

Expanding on Negative Keywords

In the case of cupcakes, people searching for cupcake liners (paper liners, muffin wrappers, etc.) are not looking for cupcake to buy. These are all great additions to your negative keyword list! By adding these terms, you can ensure your ads only show for people searching for cupcakes to eat, not to bake them.

Here's a more comprehensive list of negative keywords to consider for your cupcake bakery ads:

• Free cupcakes
• Cupcake recipe
• Cupcake liners (and all variations)
• How to make cupcakes
• DIY cupcakes
• Cheap cupcakes (depending on your brand strategy)
• Bulk cupcakes (unless you offer them)
• Keto cupcakes (if you don't offer a keto option)

Responsive Search Ads (RSAs)

Creating multiple headlines and descriptions for your ads can be a chore. RSAs take care of that! You provide different options, and Google tests them all, showing the best-performing combinations. It's like having a team constantly A/B testing your ads for you!

For example, you can create headlines like "Springfield's Most Delicious Cupcakes" and "Freshly Baked Cupcakes Delivered" Then write descriptions highlighting your unique selling points like "Made with Local Ingredients" or "Order Online for Same-Day Pickup". Google will test which combinations work best.

Bonus Automation Tip

Google Ads also offers automated extensions, such as call extensions (showing your phone number) and location extensions (showing your bakery's address). These add valuable information to your ads, making them more likely to get clicks.

Getting Started with Automation: A Simple Guide

Google Ads provides excellent resources to guide you through automation. Here's a quick start:

1. Log in to Google Ads: https://ads.google.com/home/.
2. Choose your campaign: Select the campaign you want to automate.
3. Settings: Click "Settings" and navigate to the section you want to automate (e.g., Bidding).
4. Enable Automation: Find the automation option (e.g., "Switch to Smart Bidding") and follow the on-screen instructions.

Remember: Automation is a tool, not a magic bullet. Monitor your campaign performance regularly and adjust settings as needed. Start slow, perhaps with automated bidding for one campaign, and get comfortable before diving deeper.

Considering a Google Ads Specialist

While automation can be a great time-saver, one of the best practices for managing Google Ads campaigns is to consider hiring a trustworthy Google Ads specialist. These specialists can provide constant feedback and reporting on your ROAS and ROI, allowing you to focus your time and energy on what you do best: running your business and building customer relationships. They can also help you navigate more complex strategies as your business grows.