Pay Per Click Advertising Tips for Small Businesses |
Posted: February 7, 2015 |
Pay-per-click or PPC has revolutionized the online marketing industry and have made it possible for companies to build themselves into premium brands much quickly. Nevertheless, we must also remember that no matter what ever model we use, the key to a successful marketing campaign lies in how well you are able to use PPC alongside other SEO techniques. With the right plan PPC can be used to bring loads of people to your website. If you own a small business these following tips can show you how to optimize your PPC workflow and maximize your time while reducing your spending and improve your visibility.
Photo by SEOPlanter, CC BY 2.0 Optimize the Keywords Keywords are everything when we’re talking about a PPC campaign. There are different types of keywords depending on the length. The short key words with just one or two words generally just make up 10-15% of the total searches. Medium length keywords make up for 15-20% and the majority of searches comprise of the long trail keywords. Focusing on long trail keywords will not only make your ads visible to a higher number of viewers but will also deliver more focused clicks. Identify Your Target Audience If you do not know the type of people whom you want to buy your products or services, all your marketing efforts will go in vain. You will not be able to choose the right type of keywords for your PPC campaigns if you do not know what kind of people would be interested to buy your products or services. Research is the first step to every marketing strategy and is essential to identify your target audience. Research The Competitors The first and foremost rule of business is to keep a close eye on your competitors. Through several tools such as Adthena allow you to monitor your competitor’s PPC activity like their estimated budget, when do they run their ads and what keywords are they bidding on. All this data can certainly be used for a more focused PPC campaign that keeps your ad more identifiable as compared to your competitors. Choosing the Ad Targets Carefully The place and the time of the ad placement make a huge difference on how it will perform. Targeting specific locations provides you a tighter control over who views your ads and how many people are able to see your advertisement. You certainly do not want unwanted impressions ruin your PPC campaign. Using the Proximity Targeting tool in Google Adwords helps you set the locations where you want to target your ads. Remarketing You might have noticed several times how several ads literally follow you around the internet. This feat is achieved by using the remarketing tag in Adwords. Remarketing is also known as retargeting and is done by adding a remarketing tag to your website. Remarketing allows your ad to be shown to people who have previously visited your site and will ensure that they return for a second time to avail your products or services. You might also want to make sure that your home page and your landing pages are well differentiated. Do not make the visitor land on your homepage and providing them with irrelevant information they didn’t need in the first place. Ad Extensions There are several extensions that you can use along with your ads that allow you to highlight and display some vital pieces of information that will make the campaign appear even more informative and relevant to the audience. Call extensions allow you to display any important phone numbers alongside the ads. Social extensions allow you to display how many followers you have on the various social media platforms such as Facebook, Google+ and Twitter. The sitelink extension allows you to add more links to various other pages that might be of interest to the viewer. Ad extensions not only make your ad appear more informative but also make it take up more space which enhances its visibility. Exact and Phrase Matching You certainly do not want Google to decide for you whether a particular query is relevant or not. Broad matches display ads even when the search query is relevant or not. Since Google has stopped allowing exact match searching, close match searching is the only option for the advertisers for now. Nevertheless, close match searching has broadened the target audience and your ad will be displayed in front of a larger set of people. Negative Keywords A great way to optimize your target audience is to add negative keywords to your campaigns. Negative keywords are simply the search queries that you do not want your ad to appear for. Simply enter the words that you do not want to associate with your advertisements. This not only optimizes the campaign further but also reduces the number of wasted impressions. While Using Adwords Using the default settings with Google Adwords will get you nowhere. Always choose ‘All Features’ instead of ‘Standard’. Rotate your ads for a specific period of time by using the ‘Rotate Ads’ function in Adwords. You can also use a mobile bid modifier for sending out ads via text messages on mobile phones. Optimize Your Location You need to know what magnitude of audience you want for your ads. If your business offers services in only a specific part of the world, you certainly do not want your ad to be shown to the users from the rest of the world. Optimizing your location also reduces the chances of failed or wasted impressions and allows you to focus on a more specific audience. There are several other aspects of pay per click advertising and using it smoothly alongside other SEO models. However, the abovementioned tips and tricks will certainly let you help your business grow and market if online in a more effective manner.
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