When it comes to competing on Google Ads, small businesses can feel overwhelmed. With so many big companies bidding for the same keywords, it can seem like an impossible task to get your ads seen. But with a few strategic steps, you can level the playing field and make sure your ads are seen by potential customers. Here’s how to do it:

  1. Focus on Long-Tail Keywords: Long-tail keywords are phrases that are more specific than general terms. For example, instead of bidding on “shoes” you could bid on “men’s leather dress shoes size 10.” By targeting long-tail keywords, you can often get cheaper clicks because there is less competition for these more specific terms. Plus, since they are more targeted, they tend to convert better too!
  2. Use Negative Keywords: Negative keywords allow you to exclude certain words from your campaigns so that your ads don’t show up when people search for those terms. For example, if you sell men’s shoes but not women’s shoes then you could add “women’s” as a negative keyword so that your ad won’t show up when someone searches for “women’s shoes.” This will help ensure that only relevant searches trigger your ad and help keep costs down too!
  3. Utilize Automated Bidding Strategies: Automated bidding strategies allow Google Ads to automatically adjust bids based on factors such as device type or location in order to maximize conversions or ROI (return on investment). This helps take some of the guesswork out of bidding and allows small businesses to compete with larger companies who may have bigger budgets and more resources available for manual bidding strategies.
  4. Take Advantage of Audience Targeting: Audience targeting allows you to target users based on their interests or past behavior rather than just keyword searches alone which helps ensure that only relevant users see your ads and also helps keep costs down since irrelevant clicks won’t be eating into your budget anymore! You can also use audience targeting in combination with automated bidding strategies in order to further optimize performance and cost efficiency by targeting audiences who are most likely to convert at a lower cost per click (CPC).
  5. Leverage Remarketing Lists: Remarketing lists allow you target people who have already visited your website before but haven’t yet converted into customers yet which is great because these people already know about your business and products so they’re much more likely convert compared with cold traffic from search engine results pages (SERPs). Plus, since they’ve already interacted with your business before remarketing lists tend be cheaper than regular search campaigns as well!
  6. Experiment With Different Ad Formats & Extensions: There are lots of different ad formats available such as text ads, image/video ads or shopping/app extensions which all have different benefits depending upon what type of product/service you’re promoting so experiment with different formats until find one that works best for yours particular situation – this will help maximize visibility while keeping costs down too!
  7. Track Your Results & Optimize Accordingly: Finally, it’s important track all results closely analyze them regularly in order determine what works best – this way able quickly identify any areas need improvement optimize accordingly make sure getting most bang buck out every campaign possible!

By following these tips above small businesses should able compete effectively against larger companies even when bids high – remember focus long-tail keywords use negative words take advantage automated bidding strategies audience targeting remarketing lists experiment different ad formats extensions track results optimize accordingly make sure getting maximum return investment every campaign possible good luck!