The Wyoming County Chamber of Commerce wants to encourage local businesses to utilize Google services.
That’s why instead of a guest speaker, this month’s Business Series Luncheon at Shadowbrook Resort featured a live-stream webinar titled “Drive Business Results with Google Ads” with Anastasia Kudrez, lead educator for Grow with Google.
People around the country tuned in to the webinar Wednesday afternoon (May 8), which Google offered in honor of Small Business Week.
“There are experts throughout the country that we do need to hear from once in a while, and Google is really one of them,” said Chamber of Commerce President Gina Suydam. “Knowing how to use Google to grow your small business is really important and it’s definitely not as easy as some make it look.”
In the webinar, Kudrez gave an overview of online advertising before getting into the specifics of how to reach customers with Google Ads, plus Google’s specifically designed Local Service ads.
“Online advertising has been around for a very long time,” she said, noting that Google Ads celebrates its 20th birthday this October. “Businesses large and small use Google Ads to appear on search results pages, webpages, videos, apps. You get the drift here.”
“In order to get the results, you need to be found online where potential customers can see you, particularly when they’re looking for information about the products and the services that you offer,” she added.
Nowadays, people don’t just go online.
“They live online. We’re not just saying that because it sounds like a compelling sound byte,” Kudrez said. “It’s what the data shows.”
One study has shown that the average consumer spends around six hours and 42 minutes online daily, which is great news for businesses, but also a challenge since there are various reasons people have for going online, as well as devices they use to get there.
A search should be thought of as the “springboard for most online activity.”
“As business owners, you need to make sure that your website is a viable destination for every relevant search,” she said.
For example, if you own an appliance repair business and someone searches “Why is my refrigerator warm?”, your website could pop up in the search results if it has an answer to that question listed, and the consumer might decide to reach out to you for services.
“Don’t miss valuable moments when consumers are searching for answers related to your products and services,” she said.
Online advertising is ideal for all types of businesses because you can track and measure performance, control the budget and edit, pause or cancel anytime.
With Google’s Smart Campaigns, which are designed specifically for small businesses that want to promote their products or services, users can set a goal and follow it through.
A good goal is specific, measurable, attainable and relevant with a time frame.
After selecting a goal, users can launch a smart campaign by determining where their ad will appear, describing their product or service and finally, writing their ad.
“The campaigns use smart technology to monitor and improve performance continuously,” Kudrez explained.
With Local Services by Google, customers can call or send a message request from ads that stand out. The ads also include reviews, business hours and more.
“Local Service ads are shown at the top of the results when people are looking for services in that area,” she said.
This option is specifically for appliance repair, carpet cleaning, cleaning, electricians, garage door services, heating, air conditioning, lawn care, locksmiths, movers, pest control, plumbers, roofers, water damage services and window cleaners.
With Local Services , service providers can also get the “Google Guarantee.”
“It lets potential customers know that they found a trusted business with the reassurance of a money-back guarantee if the service provided doesn’t meet their needs,” she said. “If your customers aren’t satisfied with work quality, Google may refund up to the amount paid for the jobs booked through a local services ad with a lifetime cap for coverage.”
To earn the badge, businesses need to undergo a screening process.
To learn more about Google Ads, visit ads.google.com. To learn more about Local Services on Google, visit ads.google.com/local-services-ads.