What Are Google Ads and How Do They Work?

Google Ads (formerly known as Adwords) can increase your company's online visibility, generate enquiries, and boost engagement. They're also great for getting results fast if you are short on work.

Choosing the right campaign based on your goals will make all the difference when it comes to seeing the results you need in the shortest amount of time.

If you're asking 'What are google ads and how do they work', we've made a guide to understand what each type of Google Ad can do to help you better understand which one is right for you.

Overall, there are nine types of Google Ad Campaigns, each with its own unique set of features and benefits, but we will cover the main campaigns we recommend that you can easily set up and get started with on your own.

Search Campaign

Imagine this: You run a local business providing essential services like emergency veterinary care. You're ready to help pet owners in their time of need, but here’s the challenge—people don’t know about your clinic yet! So, how do you ensure that pet owners find you when they're in a rush? That’s where Google’s Search Ads come into play.

These ads are like digital lifesavers that appear in Google’s search results when someone is desperately looking for a specific service. Picture them as helpful little assistants directing pet owners to your clinic at just the right time.

For example, when someone types “emergency vet near me” or “24-hour animal hospital,” the ads that appear at the top of the search results with the 'Sponsored' label are Search Ads. You’re essentially paying Google to make sure your clinic is one of the first options they see when they need urgent care for their pets.

Now, to ensure your Search Ads are shown to the right people, you’ll need to think about the keywords they’re using when they search. If you’re an emergency vet, keywords like “24-hour vet clinic,” “emergency vet services,” or “urgent pet care” would be key. These keywords help link your services with pet owners who need immediate assistance.

But, it’s not just about picking any keyword that comes to mind. Understanding the intent behind a search is crucial. Without that understanding, you might attract clicks from people looking for routine check-ups instead of those who need urgent care, which wastes your budget.

Enter Google’s Keyword Planner—a brilliant tool to help you pick the right keywords. It shows you how many searches each term gets per month and even suggests additional keywords that might be relevant to your business. This way, you can easily see whether people are more likely to search for “emergency vet” or “24/7 pet hospital” and adjust your campaign to ensure you're reaching those who are urgently looking for your services. 

Is a Search Campaign Right For My Business?

Search campaigns can be incredibly effective for many types of businesses, but is it the right fit for yours? Let’s break it down so you can decide!

The success of a Search Campaign hinges on how well you can identify the right keywords. If you can easily come up with a list of terms that your potential customers might be searching for, you’re halfway there. Think about the specific words and phrases they’d type into Google to find a business like yours.

Firstly, if you’re in an industry where customers are looking for immediate services, such as “24-hour vet near me” then Search Ads make sure you’re there at the top of the results when they’re ready.

If your business relies on people searching for urgent or specific services, and you’re looking to increase visibility and attract highly targeted leads, a Search Campaign could be a great fit. It’s especially effective if you’re in a competitive industry where getting to the top of search results can make all the difference.

The second and most important thing to remember is that Search Campaigns require a LOT of maintenance. We conduct WEEKLY checks of all of our clients' campaigns to ensure that they are bidding on terms that are relevant to what they're offering. That means we help to ensure that their budget isn't being wasted on clicks that don't turn into actual paying customers.

This important step is what we call 'Search Term Checks'. Part of that process requires us going though all the terms that the ad has been displayed for, and we can tell google whether or not we want to be shown for it again.

However, if your budget is limited or you prefer a more organic, long-term strategy, you might want to consider Search Engine Optimisation strategies to build credibility using keywords that your target audience may be typing into Google.

Still need help to decide? Get in touch with our experts at Smash Marketing. We’ll walk you through the process and help you understand what strategy is right for your business.


Display Campaign

When it comes to online advertising, a Display Campaign is like the big, bold billboard of the digital world. But just because it’s flashy doesn’t mean it’s the right fit for every business. So, how do you know if a Display Campaign is the way to go? Let’s talk about it.

Unlike Search Ads, which target people actively looking for something, Display Ads are more about catching people’s attention as they browse the web. Think of it like this: you’re not just showing up when someone’s looking for you, you’re putting your brand in front of them, even if they weren’t thinking about you before.

They’re perfect for introducing new products and services or just letting the world know your business exists.

Display Ads are all about the visuals. If you’ve got a product or service that looks good on screen, a Display Campaign can really make it shine. Whether it’s a stunning product photo or an eye-catching graphic, Display Ads are your chance to make a visual impact.

For example, if you run a boutique hotel, sell trendy clothing, or offer luxurious spa treatments, Display Ads can showcase the beauty and appeal of what you offer. But if your business is less about aesthetics—say, you’re a tax accountant—Display Ads might be a harder sell. Not impossible, but you’ll need to get creative with your visuals!

One of the coolest things about Display Campaigns is retargeting. Ever noticed how after you visit a website, their ads seem to follow you around the internet? That’s retargeting in action! It’s a way to gently remind people who’ve shown interest in your business to come back and take another look.

If you’ve got an e-commerce store, for example, retargeting can be a game-changer. Let’s say someone browses your site but leaves without buying—Display Ads can pop up on other sites they visit, encouraging them to return and complete their purchase. It’s like giving your potential customers a little nudge in the right direction.

Is a Display Campaign Right For My Business?

Display Campaigns are ideal if you’re looking to build brand awareness, have visually appealing products or services, want to retarget potential customers, or have a clear and engaging message to share. They’re less about targeting specific searchers and more about spreading your message far and wide.

But remember, it’s all about the visuals! If your business shines in pictures and you’re ready to reach people where they’re spending their time online, then a Display Campaign might just be your ticket to success.

Display campaigns don't require the same amount of maintenance as search campaigns since the ad isn't really based on terms that people are typing into search, but more about showing up to someone who may have shown interest in a similar product or service in the past.

Display Ads are a powerful tool for getting noticed and staying top-of-mind with your audience. But if your business isn’t particularly visual or your message requires more context, you might want to consider other types of campaigns.


Shopping Campaign

If you’ve ever searched for a product on Google and seen a row of images at the top of the search results, each with a picture, price, and store name, you’ve encountered Shopping Ads.

Shopping Ads are like the perfect shop window in the digital world—they showcase your products right where potential customers can see them, complete with images, prices, and even reviews. But how do you know if a Shopping Campaign is the right fit for your business? Let’s break it down

The most important question to ask yourself is whether you sell physical products that people can buy online. Shopping Ads are designed specifically for e-commerce businesses. They allow you to showcase your products directly in Google’s search results, complete with a picture, price, and other details.

If you run an online store selling anything from clothing to electronics to handmade crafts, Shopping Ads can be a game-changer. They make it easy for customers to find exactly what they’re looking for, and your product appears right there in front of them with all the key details.

But if your business offers services, digital products, or experiences (like consultations or online courses), Shopping Ads might not be the best fit. They’re really built for showcasing physical items that people can buy and have delivered to their door.

Is a Shopping Campaign Right For My Business?

To run Shopping Ads, you’ll need to have an e-commerce website where customers can browse your products and make purchases. Google pulls information from your website and your product feed in Google Merchant Center to create Shopping Ads, so having a well-organised online store is crucial. If you’re still in the process of setting up your online store or don’t have one at all, you might need to get that sorted before diving into Shopping Ads.

However, if you don’t sell physical products, aren’t focused on direct sales, or don’t yet have an e-commerce site, you might want to explore other advertising options. Shopping Ads are a powerful tool, but only if they align with your business model and goals.


Local Service Ads

If you’re a local business looking to attract customers from your area, you might have heard about Local Service Ads, or what most people refer to as a 'Google Guarantee'.

Local Service Ads are a special type of Google ad designed specifically for service-based businesses that operate within a certain area. These ads appear at the very top of Google’s search results, even above regular text ads and organic listings. When someone searches for a service you offer—like “plumber near me” or “electrician in Norwich”—your business could show up in these prime spots.

What makes LSAs unique is that they’re highly focused on local customers who need services in their area right now. The ads show your business name, customer ratings, and contact information, making it easy for potential customers to reach out directly.

One of the big advantages of LSAs is that you only pay for leads that are directly relevant to your business. These leads come in the form of phone calls or messages from potential customers who’ve seen your ad and are interested in your services. This means you’re not just paying for clicks or impressions—you’re paying for actual, qualified leads.

Is 'Local Service' right for my business?

So, does your business need Local Service Ads?

If you’re a plumber, electrician, locksmith, house cleaner, or any other type of service provider, LSAs could be a game-changer for you. They’re not meant for businesses selling products or for businesses that aren’t tied to a specific location.

LSAs are all about connecting you with customers in your local area. If your business serves a specific city, town, or region, LSAs can help you reach people who are searching for services nearby. This hyper-local focus means you’re more likely to attract customers who are within your service area and ready to book.


What is a Performance Max Campaign?

Performance Max is one of Google’s latest and most advanced advertising campaign types. If you’re looking to supercharge your digital marketing efforts, understanding what Performance Max is and how it works can help you make the most of your advertising budget.

Performance Max is an all-in-one campaign type that allows advertisers to run ads across all of Google’s inventory from a single campaign. This includes Google Search, YouTube, Display Network, Discover, Gmail, and even Google Maps. Instead of creating separate campaigns for each platform, Performance Max lets you manage everything in one place.

Key Benefits of Performance Max

Is a Performance Max Campaign Right For My Business?

Performance Max is particularly well-suited for businesses that want to:

However, if your business requires very granular control over individual platforms or prefers a hands-on approach to each campaign element, you might find the high level of automation in Performance Max limiting.

If you’re looking to simplify campaign management while maximising your reach and performance, it’s definitely worth considering. Whether you’re a small business or a large enterprise, Performance Max can help you achieve your marketing goals with minimal hassle and maximum impact.

If you need any guidance on which type of Google ad is right for your business, then please don't hesitate to reach out to our SMASHING team! With over 40+ years of experience, we have the know-how to help your business drive more traffic and generate more sales online.

How Can I Advertise My Business Locally?

Navigating the marketing landscape can be tricky, especially when your aim is to boost your local business. To help you find the answer to the question, "how to advertise my business locally?", we’ve designed this blog post to help you advertise your small business.

Use of SEO

In the digital era we live in, the question on many entrepreneurs' minds is: "how to advertise my business locally?". Search Engine Optimisation (SEO) plays a crucial role for any business, but especially for small local businesses grappling for visibility in the saturated online market. SEO can position your business favourably within search engine rankings, enhancing visibility and providing valuable organic growth at the local level. When implemented correctly, this strategic tool can significantly increase web traffic flow, broaden your customer base, and contribute to business growth and expansion. If you think this is an area you need help with, contact us, and our SEO experts will be happy to help.

Keywords Used On Pages

Keywords act as the cornerstone of a successful SEO strategy. Keyword research involves identifying the terms and phrases that your target audience uses while performing online searches related to your services or products. Once identified, these keywords should be integrated naturally into your site’s content, helping search engines to identify and rank your web pages accordingly.

For instance, for a local bakery specialising in artisanal pastries, keywords such as "artisanal bakery in Norwich", "homemade pastries near me", or "locally sourced bakery products" can prove invaluable in attracting the right customers to your locality.

Directory Listings

There is an abundance of directory websites that can enhance your local online visibility. Listing your business on these platforms is usually free of charge and provides access to a community of potential customers in your area.

Examples of such sites include Yell, Yelp, and Foursquare. In addition, these websites also provide backlinks to your business website. Backlinks are a major aspect of ranking factors and crucial to your website's SEO, thus improving the overall health and SEO performance of your website.

Google Business Profile

In the current era, having a Google Business Profile is much like having a digital storefront. By creating a comprehensive and engaging profile, you provide potential customers with a quick snapshot of your business - its location, operation hours, contact information, and reviews from other customers.

The best part? Creating this profile is completely free, and it significantly heightens your chances of appearing in local search results and Google Maps. Contact us if you’d like us to help get you set up correctly on Google Business.

Email Marketing Campaigns

Establishing consistent communication with your existing customers can be made simple and effective through well-executed email marketing campaigns. These campaigns are an ideal way to share updates about new releases, upcoming sales, or any offers tailored to your customer base's interests.

Along with driving repeat business, an engaging email marketing campaign can turn your current customers into brand advocates, amplifying your local advertising efforts.

Run Ads

Online ad platforms like Google Ads offer diverse advertising options like search ads, display ads, local service ads, remarketing ads, YouTube ads, and shopping ads. Each of these ad types serves unique purposes and can be used based on your specific requirements.

For instance, if you own a local fitness centre and have recently introduced new workout classes, running Google search ads with an explicit focus on these new classes can draw potential enrollments from the local neighbourhood.

Write Blogs

Web content using long-tail keywords not only helps your business rank higher for specific search terms but also offers informative and engaging content to your site visitors. Writing blogs relevant to your brand and local community can boost your local SEO efforts and attract a dedicated audience.

For instance, if you own a garden centre, you could write a blog post titled "6 Best Indoor Plants for Apartments in Norwich" or "How to grow aloe vera at home".

Social Media Marketing

As you search for ways on "how to advertise my business locally," don't underestimate the power of social media in the current marketing landscape – especially when it comes to boosting a business's local online presence.

Identifying the social media platforms your target audience prefers is crucial in establishing online connections and interactions. From Facebook and Instagram to LinkedIn and X, it's about choosing the channels where your potential customers are already engaging.

For example, if your business caters to a younger audience, Instagram and TikTok might prove more beneficial in engaging them.

Post Your Success

Sharing testimonials and reviews from satisfied customers on your social media platforms not only validates your product/service quality but also generates social proof, which can encourage potential customers to patronise your business.

For instance, featuring a "Customer of the Month" post on your social media, with compliments from a satisfied client, can be a mini case study showcasing your business's successful outcomes.

Offline Marketing

While the digital age has dramatically transformed how businesses reach out to their customers, traditional offline marketing tactics still have their unique charm. Physical, tangible advertising can complement your online efforts and broaden the range of your audience reach.

Parish Magazines

Parish magazines can provide an effective platform for promoting your business to a local audience. By publishing an advertisement or a feature article about your business in a parish magazine, you can reach out directly to a local audience who may not be active online.

Notice Boards

Notice boards are the original social networks for local communities. Strategically placing your business flyers or cards on local community notice boards, coffee shops or popular public establishments can capture the attention of locals and create curiosity about your business.

Flyers

Flyers offer a tried and tested, cost-effective marketing option. Distributing flyers in local shops, households, and public spaces could expose your business to a wide local audience. For example, if you own a local pizza joint, handing out flyers promoting a new flavour or a special discount with high-quality, appetite-inducing images can attract new customers.

Local Newspapers

Another effective strategy to form a local connection is advertising or publishing an article in your local newspaper. This provides an opportunity to educate your community about your business, its relevance to the local area, and how it might fulfil their needs or solve their problems.

Word Of Mouth

Word-of-mouth marketing revolves around creating positive customer experiences that people delight in sharing. It's one of the most powerful marketing strategies, as people trust personal recommendations more than any form of advertising.

Networking

Networking events offer an incredible opportunity to form business relationships with other industry professionals. Being present at such events can place your business on the radar of influential people, which can open up numerous opportunities for collaborations and partnerships.

Speak at an Industry Event

Another way to spread word of mouth about your business is by speaking at industry events. This positions you as a thought leader within your industry, provides a platform to showcase your solutions and gives people reasons to talk positively about your business.

Work with Smash Marketing

To truly excel in promoting a small business locally, you need to grasp its unique challenges. At Smash Marketing, we simplify this process by offering first-rate SEO and PPC services tailored for small businesses. We provide cost-effective packages aimed at boosting your online presence, building strong customer relationships, and promoting steady growth.

We're ready to partner with you to create a marketing strategy tailored as perfectly to your business as a glove to a hand. Get in touch with our team to find out how we can help you smash the competition!

TikTok

With an ever-changing landscape digital marketing sometimes feels like a minefield… but that’s why we are here! Keeping ourselves on top of the newest trends is extremely important to us, so we can offer you more opportunities for your company to grow further by reaching more potential customers.

Here we look at the power of TikTok advertising – with no dancing involved (unless of course you want to!). With its rapid rise TikTok has seen the app reach 1 billion users and counting! And with this huge engagement comes huge opportunity for marketers.

‘But isn’t it just for kids?’ we hear you cry – perhaps in the earlier days, but now we see influencers like Gordon Ramsay and Rod Stewart doing extremely well on TikTok, as well as the lovingly named ‘granfluencers’ (anyone older than 60) who are taking the platform by storm.

Due to its scale and the fact that it’s not yet saturated with ads, TikTok is a very exciting marketing channel – allowing for more affordable generations of clicks and impressions.

There are a few options that marketers can utilise to target their demographic; including in-feed adverts (self-service ads created through the TikTok ad manager), image ads (which run on TikTok’s News Feed apps and include a name, text, and image), and of course probably the most well know, video ads which run between 5-60 seconds in the For You Feed.

TikTok advertising encourages authenticity, which drives brands to success, plus the use of popular songs encourages the viewer to feel a connection to what they are viewing (even if the product is new to them).

TikTok is not about to go anywhere any time soon, with its creatively, entertainment value and positive energy it’s only going to grow more – an exciting time for brands and marketers!

Contact us at hello@smashmarketing.co.uk to find out how you could use TikTok for your business.

Recommend a friend

We love working with you. We are sure you must know some other lovely companies too – so to keep that love going, as a thank you, we are offering you a £50 John Lewis voucher after a ‘recommendation’ becomes our client.

Our services include:
• Ongoing SEO packages
• One-off SEO projects
• Website content management
• Online advertising (PPC / Google Ads)

Here at Smash Marketing, our mission is for all UK small businesses to have access to excellent SEO at a price they can afford, to help them grow and flourish.

With over 30+ years of combined experience in marketing, we will guide clients through their digital marketing decision-making process to ensure the right channels are selected for their message, organisation and budget, and will continue to be on hand throughout their journey with us.

*terms and conditions apply – must be a new introduction to us.
A voucher will be awarded once the new client pays their first invoice.

Smash Marketing secures funding from the New Anglia Visitor/Wider Economy Grant Scheme, funded by the European Regional Development Fund

Smash Marketing is a digital marketing agency, providing SEO, PPC, Email marketing and Social media marketing to businesses throughout Norfolk and Suffolk. We work mainly with small to medium businesses, across a variety of industries including retail, hospitality, engineering, tourism, legal, financial, leisure and healthcare.

Much of our work requires multiple applications and systems to run simultaneously, requiring high quality IT equipment. Due to COVID-19, most of our communications with clients, networking groups and each other are via video calls.

Despite the restrictions, our business has been growing in the last few months and many of our clients have asked us to help them produce videos for social media and to add content to their websites.

Being accepted for this grant means that we are able to update and upgrade our computer equipment, giving us a better capacity for the latest versions of software. We have purchased a desktop computer and laptop with the funding to replace very out of date equipment that has been struggling to upgrade to newer software and process the video files that we need.

We are looking forward to providing an even better, more efficient service to our clients.

Help for other businesses.

Are you planning to do some R&D, grow, expand, or diversify or need any other business support? New Anglia LEP and Growth Hub offer free business support and grants from £1,000 up to £500,000 to support businesses in Norfolk and Suffolk. Contact the New Anglia Growth Hub on 0300 333 6536 or visit www.newangliagrowthhub.co.uk/