PPC is one of the popular ways of marketing your business, and it’s quite reliable. However, the PPC needs to be highly efficient when it comes to small businesses. Small businesses can’t afford to work or test random things. The ads must bring some returns to fuel your business and marketing campaigns.
Here are some PPC tips that are highly efficient and specially compiled for small businesses.
1. Start With One Campaign
If you are no PPC expert, then it’s best you start small. PPC is a bit sophisticated can be overwhelming for an inexperienced person to handle the multiple campaigns and biddings. Setting up and monitoring budgets for various campaigns can be a real pain for you, and you might end up spending more without having profitable returns. So, initially, one can start with one or two campaigns, so you can easily set up, monitor, and optimize them. Once you have good results and have developed substantial skills, you can run more campaigns.
2. Take Super Caution with Keyword Selection
The keywords you choose for your PPC campaigns are super important for running highly efficient ad campaigns. If you work on guesswork, then you might waste your limited budget and don’t get any returns. There is a wide selection of keywords available for a business, and you should make sure you choose the keywords that can give you some monetary returns or conversions.
Here are some factors that you can consider while selecting keywords for your PPC ads campaigns.
- Must fit your budget
- Have high or decent search volume
- Must be super relevant to your product/services
- Keyword intent should be transactional
- Target specific keywords instead of broad terms
You may avoid the high competition keywords or keep them at a minimum because those will drain your budget soon, and conversion isn’t guaranteed. Include long-tail purchase-intent keywords to earn some business with your ad campaigns.
3. Make Ad Copies That Attract & Convert
If you are a small business in a highly competitive niche with big players in the game, you can’t take any chances. Your ad copies need to be relevant with search intent, attention-grabbing, and compelling. Give a reason to the searcher to click on your ad over others. Utilize all the best practices and spruce up with creativity to make ads that convert. Here are some tips for creating amazing PPC ads copies.
- Align with searchers’ intent
- Add numbers or statistics in headlines
- Include emotional triggers
- Make relevant display URLs
- A/B test to find the best copy
- Highlight the benefits
Avoid clickbait to make people click and visit because they will return if didn’t find what they intended. So, stick to the legitimacy and also work on post-click experience to ensure a high conversion rate.
4. Geotarget
You must geotarget your keywords to maximize the results from the given budget. You can mention the city you are serving or a specific neighborhood to make sure people only in your area click ads. This way, people who matter to your business will see the ads, making the ad campaign more efficient.
5. Bid More On Converting Keywords
When you are a small business, it’s necessary that you make money with money. With the previous data and keyword intent, you can know which keywords drive conversions. The sales-driving keywords are important for small businesses to boost their growth. So, find such keywords and increase the bids on them to increase your chances of top ad ranks and receiving conversions.
6. Add Negative Keywords
Relevancy is the most important factor behind the success of an ad campaign. Your ads will perform when relevant people see and click on your ads. If your ads appear in front of people who aren’t your customers, then it will not make any sense. Sometimes your ads appear on keywords that are similar to your target keywords but aren’t relevant to you. For example, if you sell eyeglasses; then you don’t want to show up on the keywords like wine glasses or drinking glasses. You can add negative keywords in your campaigns to avoid such situations and only be visible to your target audience.
7. Employ Dynamic Keyword Insertion (DKI)
It is a great feature for businesses that target multiple locations. DKI inserts the keywords to make them more relevant to the search query. So, if you are a multiple location business, then you can insert the city names according to the searchers’ location. This will make your ads super relevant, and you don’t have to create various campaigns for each location.
8. Sync Your Ads and Landing Pages
Your landings pages must have what one can expect after seeing your ad. If your ad is saying that you are offering 40% on t-shirts, then after clicking, one must land on the webpage that lists the T-shirts with a 40% discount. If you just direct people to a general t-shirt page, then they’ll return to search instantly. So, make sure you fulfill the searcher’s intentions to engage and convert them. While meeting their intent, make sure it is engaging, and there are some lead magnets or offers that one can’t deny. Landing page experience is one of the factors that is considered in quality score, so it must be good to have a high-quality score, resulting in better ad rank.
9. Run Remarketing Campaigns
Remarketing ads are the goldmine for eCommerce businesses. No customer buys your product on the first visit; they’ll check out multiple products on available websites and then make the purchase decision. In this duration, if you can target these customers and make some irresistible prepositions to convert them. You can show the remarketing ads to your ex-website visitors with the product/services they are interested in.
Along with the Google network sites, you can also use social media platforms for shows your remarketing ads. This way, you nurture your prospect on multiple platforms, which facilitates conversions. If you don’t retarget your website visitors, then they might convert to your competitors. This strategy works best to convert your cart abandoners. So, you must include this PPC tip in your small business advertising strategy.
10. Get Expert Help If Needed
It’s not a promotion, but if you don’t have the required skills and experience with PPC, then you might fail to get the potential returns against your ad budget. A PPC management agency or expert can help you get the best returns, and their fee will be justified by the amazing ROI you get. You can even expert help to tune up your PPC account. Again, it’s totally your choice if you want to do it or want someone to handle your PPC.
Consider these tips to improve your PPC game for small businesses. Mostly small businesses operate on a limited budget, so it’s a must you seek the best efficiency and don’t take any risks. Keep track of new trends and regularly monitor and update your ad campaigns to have the best results consistently.
Read More: 5 Ways to Stay on Top of Current Marketing Trends
