Podcast Summary: MASTERING SEARCH ADS & PPC! Navah Hopkins on Strategies for Small Business Growth
Podcast Title: Small Business Quick WINS w/ Jay Schwedelson Presented By Thryv
Episode Title: MASTERING SEARCH ADS & PPC! Navah Hopkins on Strategies for Small Business Growth
Release Date: February 20, 2025
Host: Jay Schwedelson
Guest: Nava Hopkins
Introduction to the Episode
In this insightful episode of Small Business Quick WINS, host Jay Schwedelson welcomes Nava Hopkins, a seasoned expert in search ads and pay-per-click (PPC) strategies. With over 25 years of experience in growing small businesses to generate over $300 million in revenue, Jay sets the stage for a deep dive into effective PPC and search advertising techniques tailored for small business owners.
Guest Background: Nava Hopkins
Nava Hopkins begins by sharing her journey from aspiring English teacher to marketing professional. She outlines her transition into the marketing field, her experiences with SEO during the tumultuous Panda Penguin era, and her entrepreneurial ventures, including a nonprofit called Angeled. Nava emphasizes her passion for software as a service (SaaS) and her commitment to helping businesses scale efficiently without exorbitant ad spends.
Notable Quote:
"I love software as a service because it's the most scalable way to take what I know and help the most amount of people without holding hostage large ad spends."
— Nava Hopkins [03:13]
Navigating PPC and Search Ads for Small Businesses
1. Understanding the Initial Challenge
Jay presents a common scenario faced by small business owners: discovering that competitors are outbidding them on Google search results, even when searching for their own business name. This can be alarming and confusing for businesses unsure of how to respond.
2. Strategic Avoidance: Don't Google Your Own Business Name
Nava advises against frequently searching for one's own business name on Google, as this can create non-converting impressions that negatively impact the business's ad rank.
Notable Quote:
"When you create impressions that don't lead to clicks, that's telling Google that you, the wonderful brand that you are, are not actually a good answer to that question."
— Nava Hopkins [05:57]
She recommends using ad preview tools and incognito mode to assess competitors without affecting ad performance.
3. Defining Clear PPC Goals
Nava emphasizes the importance of identifying the primary objectives of PPC campaigns, whether it's acquiring customers, increasing brand awareness, or protecting one's brand from competitors.
Notable Quote:
"What your goal is is going to really influence what sort of budget you set, what sort of creative you set, things like that."
— Nava Hopkins [07:07]
4. Leveraging Local Service Ads for Enhanced ROI
For businesses like air conditioning services or locksmiths, Nava suggests utilizing Google’s Local Service Ads instead of traditional search ads. These ads appear in the map pack and charge per phone call or message, offering a more profitable investment by directly driving actionable leads.
Notable Quote:
"Local service ads are a type of Google Ad. They will serve in the map pack so you get the value of your beautiful Google business profile in that map pack."
— Nava Hopkins [07:07]
5. Combatting Competitors Bidding on Your Terms
When competitors bid on your branded terms, Nava advises running branded campaigns to maintain a high conversion rate and manage cost per acquisition effectively. She highlights tools like Google Ads' Auction Insights to monitor competitor activity and make informed decisions.
Notable Quote:
"There is a really useful report in Google Ads that will tell you how often your competitors are serving for certain terms compared to you and what your overlap rate is."
— Nava Hopkins [09:35]
6. Balancing PPC and SEO Investments
A crucial discussion revolves around the decision between investing in SEO or PPC with a limited budget. Nava outlines that SEO requires ongoing investment similar to PPC and should be aligned with the business’s operational capacity to handle leads.
Notable Quote:
"SEO is the art and the science of helping Google or Bing understand what your site is and making sure that you rank for queries that are relevant to you and your business."
— Nava Hopkins [11:14]
She stresses that PPC is ideal for businesses ready to scale immediately, whereas SEO is a long-term strategy that supports sustained growth.
Notable Quote:
"If the business is currently getting a certain number of leads per month and that number could not grow without any operational change, SEO is 100% the answer."
— Nava Hopkins [13:22]
Conversely, if a business needs immediate lead generation to support ongoing operations, PPC can provide the necessary influx of customers.
Personal Insights and Lighthearted Moments
Towards the end of the episode, Nava shares personal interests, revealing her passion for various metal music genres and bands. This segment adds a personable touch, showcasing her multifaceted personality beyond her professional expertise.
Notable Quote:
"I'm more of a Maiden girl myself. I actually got to see one of their last shows with the full set. It was amazing."
— Nava Hopkins [14:35]
Connecting with Nava Hopkins
As the episode concludes, Jay encourages listeners to connect with Nava through various platforms. Nava provides multiple avenues for engagement, including LinkedIn, Bluesky, Search Engine Journal, Search Engine Land, Optimizer, and several professional groups and forums.
Notable Quote:
"Feel free to hit me up on LinkedIn. Always happy to help."
— Nava Hopkins [16:19]
Key Takeaways
- Avoid Inflating Non-Converting Impressions: Refrain from searching your own business name regularly to prevent negatively impacting ad rankings.
- Set Clear PPC Objectives: Determine whether your primary goal is customer acquisition, brand awareness, or brand protection to tailor your PPC strategy effectively.
- Utilize Local Service Ads: For service-based businesses, local service ads can offer a higher ROI by directly connecting with potential customers through calls and messages.
- Monitor Competitor Activity: Use tools like Auction Insights to understand competitor bidding behaviors and adjust your strategies accordingly.
- Balance PPC and SEO Investments: Align your marketing budget with your operational capacity to handle leads, using PPC for immediate needs and SEO for long-term growth.
- Leverage Professional Networks: Engage with experts and communities to stay updated on best practices and innovative strategies in PPC and SEO.
Conclusion
This episode of Small Business Quick WINS provides valuable insights into mastering search ads and PPC for small business growth. Nava Hopkins offers practical, actionable strategies that can help business owners navigate the complexities of online advertising, optimize their budgets, and achieve sustainable growth. Whether you're just starting with PPC or looking to refine your existing strategies, this conversation equips you with the knowledge to make informed decisions and drive remarkable results.
Connect with Nava Hopkins:
- LinkedIn: Nava Hopkins
- Bluesky: Nava Hopkins
- Search Engine Journal: Contributor
- Search Engine Land: Quarterly Columnist
- Optimizer: Contributor
- Women in Tech SEO Group
- Paid Search Association
- PPC Chat Slack
- Discord: Available upon request
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