The advent of the digital age has overhauled how businesses do marketing. More importantly the influx of digital options has given business owners more flexibility to create marketing campaigns that are effective and within their budgetary constraints. Reports show that over 45% of businesses are investing in PPC advertising.
PPC is the acronym for a wildly popular form of digital marketing. It is utilized by search engines such as Google and Bing, and social media sites like Facebook and Twitter. The gist of PPC is that the cost of running your ad depends on how many people click on the ad itself.
This means that you will only pay when someone clicks on the ad. For those small businesses that aren’t investing, here are 5 ways to make PPC work for your small business.
1. Pick the Right Keywords
The fundamentals of PPC are all about keywords. The thing that makes any campaign good is using your knowledge of your target audience to choose the best keywords that are most likely to stick out to them and resonate with them.
Most PPC platforms use advanced algorithms to use your keywords to show your ads to people. The best practice is to do some research for the best keywords for your campaign.
2. Optimize Your Landing Pages
We’ve discussed the importance of landing pages before. However, it’s still worth it to mention how it can complement your PPC efforts. The more optimized your landing pages are for CTA’s(call-to-actions), the more you can understand what users are clicking on and use that in your search for relevant keywords.
Using what makes your business unique can be one of your most vital assets for optimizing your landing page. Use your landing page to tell users what makes you and your business special and to convince them to pick you over the competition.
3. Strive to Improve
One of the best things you can do for your campaign is to see what works and what doesn’t and see how you can hone and refine your campaigns. The thing to always remember is that Google decides which of your ads is shown and where it is shown based on the quality score of your ads. The higher your score the lower the cost per click is and it is shown to more people.
Google measures these scores with ratings from 1 to 10 and considers click-through rates, relevance of ad text and keywords, relevance and quality of a landing page, and earlier Google Ads conduct. This makes the need for constant improvement essential in order to show your ad to the maximum range of users at the lowest cost.
4. Know your Target Audience
One of the best ways to develop strong keywords for use in your campaigns is to know your target audience. Knowing who your audience is, what they are searching for, and how it relates to your business can make your life easier. The more you can learn about your audience, whether through analytics or other forms of measurement will aid you exponentially in choosing the right keywords to target your audience with.
5. Know It Takes Time
Don’t get me wrong, if done right PPC is a sure-fire way to make it to the top of the search engines. However, know that especially for small businesses, its going to take some time. The best thing to do is keep your budget manageable and make sure you’re doing your best to keep your cost per click as low as you can. As your business continues to grow then up your budget appropriately. Just be aware that this is a gradual process that can take at least a year or two. But the results are well worth the wait.
PPC is an excellent tool for marketers and business owners alike. The fluidity and flexibility are just part of the reason it has gone on to become a digital marketing mainstay. We’re fast approaching the point where if you’re marketing your business, you can’t afford to not invest in PPC. But hopefully, these tips can help you on the path to starting your PPC journey and growing your business.