Small coaching business owners typically work on a tight budget. They have a long list of expenses, including insurance, software, and other overheads. Not only this, but their client base is also developing. And to generate a regular income and expand their brand, they need to market their business. Although a wealth of free marketing strategies exist in the digital age, their results take time.
That’s where paid ads help.
These virtual-age paid ads are backed by analytics and market targeting, making them particularly effective. In some cases, such as with Google Ads, marketers only pay for what works. Under the pay-per-click (PPC) model, Google only charges advertisers when someone taps their ad and visits their website. This model benefits coaches trying to bring in new clients on a budget.
Here’s everything coaching to know about using Google Ads for your small business and attracting new leads with the right keywords and content.
What are Google Ads?
Google Ads are keyword-driven pay-per-click (PPC) advertisements.
In PPC, marketers choose keywords they think their audience might search for and bid on these relevant search terms. For example, a wellness coach in Los Angeles might bid on wellness coaching. This coach won’t be the only advertiser hoping to receive clicks off these terms, hence the need to bid on them. The site with the winning bid for that phrase gets highlighted at the top of a search engine result page (SERP).
Google allows marketers to set a daily spending limit and maximum bids per keyword, allowing them to stay on budget.
Next, once a marketer wins a bid, Google places their ad. The marketer’s website floats to the top of the Google SERP if it's a browser ad. Other ads may appear on Google Maps or YouTube pages.
6 types of Google Ads
As a small business owner starting a Google Ads campaign, you want to reach the right target audience. Here are the different types of ads Google offers:
- Search ads: These text ads appear in search results and drive website traffic from viewers browsing for related terms.
- Display ads: These image ads on Google-owned websites and apps (such as YouTube) get viewers’ attention with eye-catching graphics.
- Video ads: These ads roll on YouTube and other websites and can drive clicks or raise brand awareness.
- App-based ads: These campaigns focus on companies with an app to promote. The idea is to boost downloads through advertisements in the Google Play store, on YouTube, and beyond.
- Smart ads: In this efficient model, Google correctly targets a business’ ads, saving marketers time and effort in finding the right keywords.
- Local ads: Local business ads combine search, display, Google Maps, and YouTube approaches to drive traffic to brick-and-mortar businesses.
What are the benefits of Google Ads for a small coaching business?
Ranking #1 on an SERP or organically appearing on YouTube sounds promising. And it is. Here’s why:
- You get results on a small budget: Since Google lets businesses decide how much they want to spend, you can create a budget-friendly digital marketing campaign. And you receive a powerful tool for the money you invest as the ads target the audience you want to reach with search terms relevant to your business.
- You can increase brand awareness: Raising brand awareness is the art of “putting yourself out there.” It doesn’t matter if everyone who sees your brand needs your services now. By making others aware of your brand, you plant a seed. Perhaps someone who comes across your Google ad will want your services later or may know someone who needs a coaching session now.
- You gain access to powerful filters: Google targets audiences on various socio-demographic factors, such as age, language, and geography. If you’re an entrepreneurial coach primarily working with mid-career professionals in New York City, you can set the parameters to reach them, optimizing your campaign’s relevance.
Tips for using Google advertising for small businesses
Now that you know Google Ads are built to succeed, check out the following best practices to draft a winning ad:
- Choose the right keywords: Certain keywords require higher bids because these terms are more effective. If those more expensive terms are correct for your site, invest in them. You may not have success using less precise terms. And to know which queries are right for your business, try using a third-party search engine optimization (SEO) platform to check trending terms. Google also provides data on the most highly coveted terms (which cost the most).
- Know your clients: Suppose you’re a health coach. You may get excellent traction from searches for this type of service in a certain area. But if most clients come to your practice to lose weight, quit smoking, or fulfill another specific health need, address it in your keywords instead of casting a wide net.
- Design a powerful ad: Pinpointing the correct terms for your target audience is a strong start. You’ll also want to design ads that hold their attention. Stick to your brand voice and engage readers with clever ad copy, including questions, thought-provoking statements, or testimonials. If you create visual advertisements, be consistent with your branding (colors, fonts, etc.) and use high-quality images.
- Have an attention-grabbing landing page: Invite new website visitors with a warm and informative welcome. Grab their attention with brief and easy-to-read text as well as visually appealing graphics on your landing page. Let them know what your company is all about, and maintain your brand’s voice in this space. From there, visitors can scroll through your site at their own pace.
Are Google Ads worth it?
The answer to this question is relative to every business. But Google Ads are undoubtedly worth a try. Since advertisers can set their ad spend, they can try the tool and assess whether or not to continue.
Google Ad results are measurable, so you can use data to track the success of this effort. Through Google Analytics, learn what actions users take after clicking on one of your ads and whether these actions lead to requests for information or, better yet, sales. This data reflects your conversion rate and helps you determine how well your campaign drives at your goals.
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Practice’s Client Management Software, designed with coaches in mind, allows you to securely save client data, send messages and documents, receive payments, and take bookings –– all in one place.
Practice also supports your business’ growth with educational materials on advertising on any budget. Learn about content promotion marketing strategies as well as branding and its importance. Plus, discover how to generate leads on the web and on social media. Try it today.