Having a robust online presence has become the top priority of businesses. Since the pandemic hit the global market, businesses are witnessing quite a challenging time. Therefore, small businesses need to consider amplifying their digital marketing efforts to stay in the game.
According to PPCexpo, the main step is by building effective and search engine optimized websites to rank higher than their competitors in the search engines and adopt pay-per-click marketing. No matter what industry you’re in, PPC marketing is one of the most popular and quickest ways to drive targeted traffic to your business.
But before jumping to the most effective strategies for small businesses to create profitable PPC campaigns, let’s read some more about PPC marketing.
What is PPC (Pay-Per-Click) marketing?
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PPC stands for Pay-Per-Click, a form of online marketing that charges you money every time someone clicks on your advert. The charges vary depending on the level of competition, with advertisers bidding for the top spot. Costing as little as $100 a month, small businesses can test the network for its potential. PPC advertising is an excellent marketing option for small businesses because it allows you to make changes and track results easily.
What Advertising Platforms Should You Use?
Since social media is a great option nowadays to introduce and expand your brand to an enthusiastic audience, you can reach out to them via a range of PPC advertising platforms. These include search engines, like Google AdWords and Bing Ads, and social media platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
These options vary on your targeted audience size, demographic reach, and cost. Though Facebook advertising is undoubtedly the most popular platform for PPC campaigns, you can select the appropriate platform by considering some points-
- Instagram– Choose it if your team is pro at efficiently conveying powerful messages and information about your small business using images.
- YouTube- If your business can effectively communicate through video or if you want to advertise using tutorials, this is the best option.
- Twitter– This is best for any industry to share content, increase exposure, make your brand voice, and offer deals.
- LinkedIn– This platform is the best business-to-business (B2B) enterprises that want to reach relevant professional audiences.
- Pinterest– Small businesses that want to target women specifically should advertise here, as females dominate the Pinterest user market.
- Snapchat – For business announcements and exciting press releases, small businesses can use Snapchat for marketing.
Why Should Small Businesses Choose PPC marketing?
The answer is PPC marketing is affordable, quick, flexible, and traceable. Follow are the points to improve your small business.
PPC advertising allows small businesses and new start-ups to get leads almost instantly when they create ads—the only time is spent in getting your advert approved by Google.
Far better than traditional methods
Traditional advertising methods such as print, television, and radio campaigns take considerably longer, almost a few days to plan and produce your final advertisement. However, with the onset of digitalization, PPC ads now take just a few hours to be approved by Google, and instantly start receiving targeted traffic.
More selective targeting
Small businesses can immensely benefit with PPC, as it allows you to selectively target PPC ads to focus only on the most potential visitors. It allows you to target users on a range of options like area, gender, keyword, age, and device type. Thus, via PPC you can run profitable campaigns targeting only potential and maximizing your budget.
Flexibility is another huge advantage of using PPC for small businesses. Being digital, PPC ads can be quickly edited in case of any mistakes or changes and can even be turned off if you run out of stock.
Effective PPC Advertising Strategies for Small Business
Choose the right keywords
Since Google algorithms select the appropriate keywords to show your ads to people, it’s best to do a complete keyword research and determine the optimal keywords to make your PPC campaign successful. This involves picking the relevant keywords and phrases most likely to reach your targeted audience.
Additionally, your selected keywords must be directly associated with your products or services, and with high commercial intent to get the most out of your PPC campaign. However, always remember that these keywords change with time, so it’s important to remain updated for the best possible results.
Combine with SEO
SEO (Search Engine Optimization) is a must in combination with PPC to get optimal results, as SEO data can help you gather the relevant PPC data, as well as vice versa.
For instance, through a PPC advertising campaign you can know which keywords are potential leads, and this can effectively help you rank higher when using SEO campaign. Additionally, a PPC campaign can help increase traffic to your site by creating more brand awareness through the ads.
Write engaging ads
Your PPC campaign is a flop no matter how much money you spend, if you bore people to death with a gibberish advert. To attract more clicks, ensure your ads are crisp, attention-grabbing and stand out from your competitors.
Your ad copy may also include certain benefits like free trials, money-back guarantees, warranties, or free shipping. You can take inspiration from your competitor’s ads or other Google Ads examples.
Monitor and enhance the quality score
While using Google AdWords, it is essential to understand and optimize your adverts for your quality score. Enhancing it can help you increase your PPC campaign’s value, as having a higher quality score costs you lower per click with more ad impression rate.
So tracking your quality score regularly, along with readjusting your keywords is an excellent way to implement your PPC campaign and get an edge over your competitors.
Optimize landing pages
Clicking on your ad will direct the users to your landing page; therefore, your landing page must be appealing enough for viewers to act. Your landing page must be quite relevant to the keywords you’re targeting as it impacts your quality score.
Moreover, visitors tend to stay on your landing page when they see what they were expecting when clicking on your advert. This helps you further save money by decreasing your bounce rate.
Therefore, Pay-Per-Click is a crucial marketing strategy, especially for small businesses that want to develop brand recognition, an excellent online presence, and a steady inflow of new leads and website traffic.
Even a small business can also stand a chance against those more established and larger businesses with PPC. So, you should get to work to build an excellent PPC marketing strategy.