Small businesses need an innovative and practical marketing strategy to keep up with top brands in the industry. They need to showcase their products, highlight their services, and show that their brands have what it takes to rise the ranks. But how can small brands with small budgets match big-name brands? The answer is pay-per-click or PPC marketing.
What is PPC?
PPC is an effective and practical way to boost traffic to your website. PPC works through social media ads like Facebook ads and search engines. Marketers will indicate an amount they are willing to spend every time visitors click their ads. In addition, marketers may specify if ads should feature in search engine results or websites.
As Digital Authority Partners’ expert explained, PPC marketing is like bidding in an auction; for example, the marketer or advertiser bids on the best keyword that supports the business, brand, or the keyword that helps the maximum exposure for the company.
4 Easy Tips to Boost PPC
PPC works through the use of the right keywords and key phrases. The following easy and practical strategies can help.
Don’t Use Broad Match Keywords
Using the right keywords or key phrases will help you ace your PPC marketing campaigns. The most common mistake that marketers make is using broad match keywords, which means using keywords related to all businesses similar to yours.
If you run a local bakeshop and want to engage more customers, keywords like “bakeshop” won’t get you anywhere. Instead, you’ll only attract irrelevant traffic, which of course, will cost you big time.
Use a broad match keyword and specific ones related to your products or services to remedy the situation. For example, exact match keywords or key phrases like “birthday cakes in Las Vegas” or “San Diego wedding cakes” can gain you more traffic.
Distinguish Between Content Ads and Search Ads
Where you place your PPC ads will make or break the success of your PPC marketing. As we mentioned before, there are two places to put your PPC ads: on search results and content pages.
PPC ads on search networks are ads that users find when searching for your business. For example, users use Google Search to locate your company or look for the industry in general. Meanwhile, PPC ads on content pages are ads that appear in their marketing or business pages.
New marketers place their ads on both platforms and use the exact keywords, content, and amount per click. However, this should not be the case as PPC results on search queries and those from websites differ from the results from search networks.
Similar ads on the same platform will only cost money due to irrelevant traffic. It’s a challenge to customize your PPC content on different platforms, but you’ll get more efficient results. It’s a matter of using keywords and keyword phrases that tailor-fit your content placements.
Smart Targeted Ads Strategies
Most PPC marketing campaigns fail because marketers don’t target their users. To remedy this situation and improve the efficiency of your campaigns, maximize PPC features so you can target users who will see your ad.
One of the common mistakes is considering multiple countries in your campaigns. Narrow down your ad reaches to fine-tune your PPCs. If you plan to advertise only in limited areas, say in the US only, use an ad group specific to US customers. Create an ad group for every country or location to advertise in different countries.
Aside from targeting countries or one country, you might be considering only one state or one city. A micro-geographic ad focus can help you create targeted PPC ads. Think of highly-localized ads such as “Italian restaurants in San Diego” or “New York wedding photographer.”
To do this, use easy micro-geographic targeting found in most ads accounts. This marketing tactic will let you choose the zip code or city and state where your PPC ads appear. For example, base the area on your area coverage or areas where you deliver your goods or services.
Finally, the time of day where your ads appear can also influence its success. This tip applies most especially to ads featured on social media platforms. According to Sprout Social, the best days to post on Facebook are Tuesdays, Wednesdays, and Fridays. As a result, people are not too busy and are more likely to check out their social media feeds.
In contrast, the worst day is Saturday, as people are more likely to rest or take time off to focus on family or hobbies. Mondays are also the worst day as people are too busy to even look at their social platforms. Remember these days of the week, and you’ll get the best results on your PPC ads.
Match Your Landing Pages to Your Ads
PPCs connect to a specific landing page on your website. Therefore, you must ensure that your landing page is relevant to your ads. The page should also feature updated information about your products, services, special deals, or promos.
Remember, inconsistencies will only disrupt the customers’ journey and impact your ad scores. Also, you’ll end up paying for ads that don’t translate to sales. You’ll only be spending money on useless clicks.
To prevent irrelevant PPC ad and landing page connections, reduce the keywords you’re using on both platforms. Doing so will improve the relevance of your landing pages.
Manage your PPC ads to track your ROI. But, first, you must find out which ads are doing well and which ones you can pause or change.
You can do this using Google Analytics. This free tool will monitor which ads successfully led customers to your website or which ones resulted in a sale. Through Google Analytics, you can adjust the keywords you’re using and make the most out of your PPC ads marketing.
PPC can be a practical marketing strategy when used properly, especially for small businesses and startups. These four tips will help you maximize your limited budget and get you closer to your marketing goals this 2022.