Your small business has the opportunity to advertise far and wide these days. The Internet has not only turned into the perfect way to communicate with potential customers all over the world, but to advertise to them, as well. With a pay-per-click (PPC) campaign, you can get your company’s name in front of the right people at the right time. But in order to keep your budget small and spend your money wisely, you’ll have to do a little creative thinking.
A company with endless resources can utilize hundreds of PPC campaigns for high-priced keywords and be okay with moderate results. But your small business needs to hone in on the keywords that are right for your business, understand the data that comes from even failed campaigns, and learn which options fit the bill so every dollar spent counts. Learn more about these tips below.
Get Specific About Keywords
If you had all the money in the world, then you could use broad keywords to capture a broad audience. For example, a major pet supplies company could use keywords like “dog food,” “dog beds,” “dog leashes.” But you don’t have the money to waste on broad terms that will bring in a wide range of customers, many of them unlikely to convert. Instead, it’s time for you to get specific.
First, think about what your company needs. If you’re lacking sales in a certain area of your company, choose to advertise those keywords over others. For instance, if you’re not selling as many dog bowls as you’d like, perhaps it’s a better idea to advertise for those over your highly profitable, very popular dog toys. Next, how can you market your dog bowls so you get the right kind of customers? Are you dog bowls made out of eco-friendly, dog safe, and dishwasher-safe materials? Do they fold up and come with a carrying bag? Use specific keywords and long tail keywords to get the most out of every advertisement.
Furthermore, consider geo-targeting your advertisements. The Internet is becoming more and more localized, meaning consumers want to shop within their community. Figure out where you target audience lives and incorporate their towns and cities in your advertisements.
Highly specific keywords won’t attract everybody. “Pet supplies” will surely find more people than “dog bowls,” but you’ll at least be catering to the people who are in need of a great dog bowl. This means higher conversion and more return on investment for your PPC campaign.
Use Your Data
Whether your PPC campaign is a major success or an embarrassing failure, there’s valuable data that you can use to your company’s advantage. Take the time to evaluate what kind of results your campaign yields, even if you didn’t get the outcome you were hoping for. Take a look at click through rates (CTR), conversion rates, and how effective your long-tail keywords are vs. broader terms. Furthermore, you should use your data for future PPC campaigns and test different strategies. If promotional offers were more successful in a previous round, try them again. If a certain keyword set inspired a lot of CTR but low conversions, try fine-tuning which keywords actually led to conversions.
Furthermore, don’t just look at the data from the PPC campaign, itself. Take a look at the Google Analytics on your landing pages, as well. You can see which elements are causing visitors to bounce off your site, how the correlate with the keywords you’ve advertised, and how responsive and functional they are. All of these factors can help you tweak your PPC for optimal results.
Learn Your Options
PPC can be so tricky that many major companies hire outside help to manage their campaigns for them. There are plenty of options, checkboxes, and small details that can make a big difference. However, you can still learn these options on your own and modify their settings to get the most out of your small budget PPC campaign.
A few options to consider are day-parting and position. With day-parting, you can tell your ads to only appear during certain times. If your demographic is a hardworking, middle-class audience, they’re usually surfing the Internet in the evening. On the other hand, busy professionals might be searching more during the morning hours. Get to know your demographic and find out when is the best time to reach them.
With positioning, you can place your ads in various locations on a search screen. User behavior tells us that many searchers are still browsing the paid ads when they don’t see the results they were looking for. Therefore, paying less money for a lower ad might still be advantageous to your company.
PPC campaigns can suck up huge amounts of money, and for many small businesses, that simply isn’t an option. Don’t lose money over simple mistakes such as broad keywords or displaying the wrong ad at the wrong time. Get smart about your PPC campaign and start seeing better results for less money.
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