7 PPC Strategies Tailored for Small Businesses
As a proud small business owner, your dedication to growth is unwavering. The next five years present an exciting opportunity to boost your revenue systematically. Why not explore the potential of PPC?
PPC, or pay-per-click, stands out as a cost-effective advertising method that has flourished online. The beauty lies in paying only when someone clicks through to your site, eliminating expenditures on those who read the ads without genuine interest in your business. Moreover, you wield the authority to set the rate for each click, granting unparalleled control over your budget allocation.
For those unfamiliar with PPC advertising, navigating its intricacies might seem perplexing. In the following sections, we will delve into common questions surrounding PPC and highlight best practices, empowering your business to maximize the impact of its campaigns.
Navigating PPC: Addressing Common Inquiries
In our role as Internet marketers, we frequently encounter recurring questions about PPC campaigns, encompassing queries like:
- What is the optimal pricing strategy for my PPC campaign?
- Which PPC platforms align with my objectives?
- How can I gauge the effectiveness of my PPC performance?
- What approach should I adopt in crafting compelling PPC advertisements?
This compilation of best practices provides comprehensive answers to these questions and serves as a roadmap to propel you towards the successful execution of impactful campaigns.
Commence with Caution
Embarking on PPC endeavors, especially without prior experience, warrants a cautious initiation. Managing multiple ads and budgets can be intricate, potentially leading to substantial expenditures within a short span. Our recommendation is to commence with a single campaign on Google Ads. This platform’s popularity stems from its ability to position your business prominently on the world’s largest search engine. Opting for a solitary campaign simplifies analytics tracking, allowing for gradual integration of additional campaigns as you grow accustomed to PPC dynamics.
Precision is Paramount
A common misstep in PPC campaigns by inexperienced small businesses is using broad keywords under the assumption that it broadens audience reach. However, this approach proves futile and yields a suboptimal return on investment (ROI). Opt for precision in targeting keywords; instead of casting a wide net with phrases like “restaurants in Pennsylvania,” which incurs a high cost per click, aim for specificity. Target individuals searching for “Italian restaurants in Harrisburg,” ensuring both cost-effectiveness and relevance to users actively seeking businesses akin to yours.
Start Small
Unless you’re working with someone with PPC experience, it’s best to start small with your campaigns. Managing multiple ads and budgets can be confusing, and spending hundreds of dollars in a day or two is easy if you’re not careful.
We recommend starting with one campaign on Google Ads. This is one of the most popular platforms, because it can get your business in the results of the largest search engine in the world. Plus, tracking your analytics is much simpler if you only have one campaign occurring. As you get more accustomed to how PPC marketing works, you can add more campaigns.
Be specific
Often, PPC campaigns created by small businesses without PPC experience use broad keywords and think it will increase their chances of reaching more customers. Not only is this a waste of time, but it also has a terrible ROI.
Be as specific as possible with the keywords you target with PPC campaigns. Instead of trying to have your ads display to those who search for “restaurants in Pennsylvania,” (which likely has a huge cost per click), target people who search for “Italian restaurants in Harrisburg.” This will not only cost less, but will also ensure that the people who see your ads are actually looking for businesses like yours.
Employ Persuasive Language
Dispelling concerns, this point isn’t about utilizing inappropriate or offensive language. Instead, it underscores the efficacy of language that captures attention. Feeble headlines yield lackluster returns, while robust and dynamic ones produce compelling results. If uncertain about the appeal of your headline, seek opinions from trusted colleagues, friends, or mentors. When torn between two options, conduct an A/B split test to ascertain the superior performer.
Harness Geographic Keywords
An optimal strategy for maximizing your small business PPC budget involves geotargeting all ads and incorporating regionally relevant language. Beyond mentioning your city, delve into specific neighborhoods. While those unfamiliar with them might not recognize them, it ensures alignment with your actual demographic.
Craft Explicit Calls to Action
Guide your PPC prospects with clarity regarding the desired action. Many ads lack a discernible call to action, rendering them essentially ineffective. One concise, repeated call to action is sufficient, simplifying the decision-making process for your prospects.
Vigilantly Track Results
Even though your PPC campaign persists with ongoing payments, it’s imprudent to set it up and forget about it. Regular monitoring is essential to ensure its continued efficacy. Tracking analytics not only safeguards ongoing success but also facilitates adjustments and enhancements. With each revision, your campaigns evolve to heightened effectiveness, yielding increased results for your business.
Contemplate Professional Assistance
Acknowledging the complexities of managing PPC campaigns, it’s prudent to consider professional assistance if time constraints arise. Engaging an Internet marketing agency can prove invaluable in crafting and overseeing your paid ads, ensuring a strategic and proficient approach.
Retargeting ads, a pivotal strategy to re-engage users who’ve previously visited your website, come with distinct cost considerations. Retarget ads typically range from $0.11 to $0.50 per click (29% of respondents) and $0.51 to $1.00 per 1000 impressions (34% of respondents).
