Pay Per Click Tips For Your Small Business
Latest posts by Silke Jager (see all)
- 5 Topic Ideas For Small Business Bloggers - December 2, 2015
- Is Negative SEO Bad For Small Business - November 20, 2015
- 3 Effective, Easy Website Tips For Higher Google Rankings - August 13, 2015
Are you ready to be a one-person marketing machine for your small business?
Whether you’re the lone entrepreneur fighting for brand recognition, a one-person agency trying to help a client, or a small business owner selling products online, this guide will help turn you into a PPC ninja.
Not familiar with the term PPC? It stands for ‘pay-per-click’ advertising and it is a way of buying targeted online visits for a website. Every time your ad gets clicked, sending a visitor to your site, you get charged a small fee. With a well designed PPC campaign you will make more money from your visitors than what you spend on advertising. By the way, search engine marketing (Google Adwords) is the most popular form of PPC.
1. Long-Tail Keywords
Long-tail is an online marketing term for more specialized queries and keywords. The idea behind them is the user who types in “chocolate cake Charleston” is more likely to pick up the phone to place an order or engage with your contact form, than the user typing in “chocolate cake” (assuming that your business is in Charleston). Keep in mind that the more specialized the search term the lower the bid amount will likely be.
Larger companies with big pockets bid aggressively on generic terms, making the high impressions they command all but exclusive. To effectively compete, ensure there’s a healthy mix of long-tail keywords in your ad groups. Of course, you want to keep it relevant, since you don’t want to be paying for traffic that has nothing to do with your business.
2. Location, Location, Location
Google AdWords is a robust tool, with nearly limitless targeting and segmentation possibilities. It can become time-consuming to create a campaign that includes all the locations where you do business.
Proximity targeting allows for ads to be targeted to a general radius, points of interest (airports, malls, and other hubs of transactional users), just as easily as specific cities. Since location is set across all ad groups at the campaign level, this useful tool will allow your campaign to harness that extra level of segmentation without the time-draining process of typing locations in each time.
3. Match Types
In the hunt for more clicks to your site, it can be very tempting to use a broad match strategy. This means that Google will bring up an ad every time a search query could correspond to the ad. The problem with broad keywords is they don’t always bring in prospects and they tend to leave a lot of money on the table, because the daily budget gets used up before it can reach enough potential customers. You want website visitors who are glad they arrived at your website.
Try using a tiered bidding structure where you leverage the laser focus of exact match and the flexibility of phrase match and modified broad. Simply enclose your keywords in brackets for exact match [tennis shoes], quotes for phrase match “tennis shoes”, or add a plus sign for a modified broad match strategy. When you use exact match, you might not receive as many impressions or clicks, but you’ll probably see a higher click through rate (CTR). CTR is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage.
While optimizing for clicks will help, it is vital exact match gets the highest bid. Odds are the exact match keyword is in your ad text, which increases your overall Quality Score. This means you not only ensure you’re increasing ad rank, but you might also end up paying less for users who are more likely to make a transaction.
4. Extend Your Presence
PPC is as much art as it is science, and it can be tough to know which efforts are helping. Extensions are always helpful, improve ad rank, and take very little time to set up. Extensions allow your text ad to feature the location, phone number, social presence, and other key information about your business. Extensions also cost nothing to add to a campaign and allow the advertiser to get extra real estate on the SERP (search results page).
Another benefit to adding extensions is that they encourages organic growth and social engagement in your business. Sharing social success (such as a +1 or positive review) engages more customers, which in turn increases the social presence of your business. It’s a win/win.
5. Utilize PPC Software
Continuous testing is one of the never-ending time traps that go along with a robust PPC campaign. PPC software facilitates many of the more tedious aspects of a successful PPC campaign by learning which keywords and keyword types make the most sense for your business, bringing in suggestions for performance in ad groups, as well as allowing for ad edit suggestions.
Much like you need to spend at least 20 minutes on cardio exercise to get your metabolism going, PPC software segments suggestions into 20 minutes that ensures your campaign gets the biggest impact with the least amount of time invested. With the WordStream Advisor you get better results from paid search and online advertising.
Pay Per Click Advertising offers you an additional tool that much of your competition may not bother with. It can be a quick way to get results but it must be handled carefully. It’s not a “set it and forget it” kind of tool. PPC must be monitored, you need to set up A/B tests to figure out the best possible ads and the results must be assessed to determine if it’s a benefit or a waste of your time and money.
Do you utilize pay per click advertising for your business? Let me know in the comments!
Before you move on… sign up for my Newsletter, simply click here!
You will never miss another marketing article again. Rest assured, I respect your privacy and will never spam or give your email address to anyone.