Grow your small business with AdWords, even if you’re not very tech savvy.
In our journey to grow we have had many opportunities to talk to entrepreneurs from all types of small businesses. We ask them how they want to grow. We discuss their wants, needs and, of course, challenges. Each time, we asked what they know about Adwords. A common uncertainty was that whether Adwords would work for them. Entrepreneurs are often concerned that they’re not tech savvy enough or their business isn’t “online.”
This is a common barrier for many businesses even with technological adoption going up. There are great businesses that we’re missing because they’re not confident enough with online platforms, but we want to make it clear that Adwords can be great for anyone, especially when they have the right tools at hand.
Adwords For An Analog Business
There certainly are a lot of artisans. Some amazing entrepreneurs we spoke to are creating high quality products by hand. One, a small batch baker who makes all his products alone in the early morning hours. The other, a tea aficionado who puts together some of best teas in the world and ensures they are harvested traditionally and sustainably. She also does tea ceremonies and workshops. These two entrepreneurs are obviously running the show by themselves and do a lot of work face to face. Neither are sure how AdWords could help them.
We had yoga and dance teachers express their need for more customers to keep their business up. Then photographers, videographers, musicians and other artist began expressing their desire to be seen by more people. This collection of conversations from such a diverse group of hard working entrepreneurs was quite inspiring and exciting! Definitively, the answer is that AdWords can help all of their businesses even if they are working with their hands, bodies and various mediums. And Don’t forget bread!
The art challenges the technology, and the technology inspires the art.
– John Lasseter (Pixar)
There is a seat for almost every small business at the table of AdWords but yes, the barrier of technical and Google know how still exists. At first sight, i.e. google search, some of the first results will include taking the certification exams with Google Partners. Like most of us that are out of school we probably don’t want to see another exam ever. There are helpful videos, visuals and outlines about what AdWords is and how to use it. But once at the the exams it is deceivingly technical focused. Now even if exams are a breeze for you, then what? There is still creating, testing and managing campaigns.
The Adwords Certification Fundamental exam (which is the main exam out of 6) is 90 questions and you need to pass with a score of 85%. Meaning you actually have to study. You are welcome to take the test a much as you want, with a wait time of 7 days if you fail. But the truly challenging part is setting up your campaigns. Getting the setting rights, demographics, location, and of course keyword selection which alone can be a world of study. Not getting your campaigns correct creates a riskier ROI. Investing more into different keywords and and pay-per-click management.
Even if you have a campaign dialed-in there may be bottlenecks or it stops performing as well. You will be able to see it in the data, but you tracking must be also set-up correctly. Then its back to testing. The point being, while it is a very useful, and open for anyone to learn it is not exactly plug and play.
Understand the Customer Experience First
The best way to really start to grow your small business with Adwords is to understand your potential customer’s experience. Think of the problems or interest that may lead to someone to search what you offer. What does your businesses specialize in that makes it unique? Knowing how you differentiate from your competitors makes it easier for searchers to find you instead of your competition. Then think about how your uniqueness and offering can fit down into simple words. Such as “dance studios Hawaii”, which is more general, to “urban dance studios” which is more unique. Then think of benefits or descriptions associated with your search. For this example it could be “groove”, “sweat”, “play”.
This is the beginning of creating your keywords. As you do this take a look at your competitors. What keywords does it take to find them? What are their unique words and what benefits do they have that are making them easy to find? Also, notice where you see their ads, and think “why”. By doing this you are understanding where you fit or would like to fit into the land of Adwords.
Grow Your Small Business With DIY Adwords
Hopefully, you’re starting to visualize your Adwords account, musing about what keywords you would use and how you would like your business to be seen. However, reiterating what we said about the technical barriers it will be a bit of a challenge. We know you entrepreneurs are not ones to take the easy route.
If you don’t want to take the DIY option (for once) you may consider hiring an AdWords expert. Then that comes down to your budget, which to hire a pro is usually can range from $500-$10,000. We also noticed in our conversations with these non-technical small businesses, that they don’t have CTOs. No surprise there of course.
Thankfully, we would like to offer a DIY option that offers the best of an AdWords manager. Where you get to keep your costs low, still get to be hands on but also leave the complicated stuff to the experts. With the benefit not having to do the heavy technical lifting or maintenance. Teacup is really the ultimate ease of use for AdWords. The closest to plug and play that you will get. Which is why we know that it is easy for any business to benefit, regardless of their technical ability. It starts with creating an AdWords account and thinking of those keywords that describe your business (we can help you get started on those as well). We want to make it an enjoyable process that brings you results.
Any sufficiently advanced technology is equivalent to magic.
– Arthur C. Clarke
Navigate Through the Technical Barriers of Adwords
As a technical business ourselves we understand first hand that tech is always coming up with new challenges as it continuously innovates. Yes, we nerds have had our revenge, for better or worse. But as tech grows it should be about making things easier for everyone. People are spending more hours of their day on their devices, looking for solutions online. So all types of business see the value of being seen online. The technical ones just had an upper hand. Now there is a solution for this, Teacup wants to make it easy for everyone.