Small businesses face unique challenges and it is often required to be more innovative to compete in your market. We as Google Ads consultant provides an effective way to reach your target audience even if you are on a small budget. Whether you are a startup or an established business with a small marketing budget, this guide introduces you to PPC and the strategies that you should be using to make the most of this marketing method.
PPC allows you to bid on your targeted keywords. These are keywords that are used by your target audience when they search for your products or services. When you bid on a keyword and someone searches for it, your ads can appear on top of the search results. You can bid more to rank higher in your search results, but you will pay only when someone clicks on your ads. This makes it a reasonable advertising strategy.
Google Ads (or AdWords) is simply the most popular PPC program available. If you want to make the most of the advantages of Google AdWords for small businesses, you should use the following strategies.
1. Find Less-Targeted Keyword Niches
The keywords you want to target are the most important elements of any
PPC campaign. It is recommended to perform competitor analysis to find niche
keywords that have not been targeted as heavily as other keywords.
The generic keywords are going to be costly if you want to rank high. As a small business with a relatively smaller marketing budget, you should discover keywords relevant or related to your niche that are significantly cheaper.
For example, if you are targeting weight loss-related keywords, generic keywords are likely to be too expensive to bid on. On the other hand, there can be many medical-related weight loss keywords that aren’t as much targeted and are also available at much cheaper rates.
2. Assess Search Term Reports
The Search Term Reports feature provides you details of the search
terms being typed by people that result in your ads being displayed.
Reverse engineer to find out the popularity of
different search queries
If you don’t find such queries in your
campaigns, make sure to add them
This unique tool is especially beneficial for small businesses that want to invest their limited resources in PPC advertising.
3. Don’t Forget Negative Keywords
When it comes to search terms reports, you can also add negative keywords. You can instruct AdWords not to display your ad whenever the negative keywords are searched for. For example, if you are running a local gym, you don’t want to get your ads displayed when someone searches for ‘home fitness’. If your ads appear for related keywords, you will be losing money. And it is something a small business cannot afford to have.
4. Create Quality Ad Copies
Where you are running your ad campaigns on Google, Bing or other platforms, you will have to create ad copies. Keep in mind that these platforms like Google prefer high-quality ads to be displayed on their site.
The ad should be highly relevant to the search
The headline should be relevant to the targeted keyword
Make sure to address the target audience’s pain points
Create a sense of urgency by using terms like “X items left in stock”
Show certain empathy with your target audience’s intended problems
Make sure that the value proposition is clearly mentioned and highlighted
Gain edge over the competition with the help of ad extensions and sitelinks
These are the basics that can be readily addressed if you are on a
small budget. At the same time you should avoid getting overly creative with
the language. Clarity and brevity are most often the best assets to get your
message across and get your audience to click through.
5. Use Dynamic Search Ads
Google Ads provides a unique feature known as Dynamic Search Ads. When you set up this feature, the underlying algorithms take care of your ad campaigns. Google checks your website to identify the most commonly used key phrases matches them with search queries. The algorithms then display the most relevant landing pages for the searches.
6. Focus More on Converting Keywords
As a small business, it is important for you to put your marketing
dollar where it yields results. Since PPC allows specific segmentation and
targeting, this makes it even more relevant for your business. It can provide
you with reports that help you find out which keywords are actually converting
Sort all the high-performing keywords
Optimize your ads based on these keywords to drive better results
You can increase bids on those keywords and rank higher to stand out from the crowd
If you want to benefit from the advantages of Google AdWords for small businesses, it is important that you keep track of your campaigns using Google Analytics. It is easy to link your website to this free tool. Gather all the key data about your visitors and make informed decisions. Gain insights based on statistics like most visited pages, popular locations, time on site and much more. Use the information to create better ads.
7. Make the Most of Remarketing
It often occurs that once you search for a product, you start to see
ads following you on different websites that you visit. This is the result of
remarketing. And your small business can also benefit from this strategy.
Add the remarketing tag to your website
Create a display campaign
Target your audience that can comprise of your previous
visitors or those who have shown interest in your products or services
When you set up retargeting, the ads will be shown to further convenience your visitors. Thus, your ads will begin to be shown to people who are highly likely to convert. When done right, this strategy can help drive massive growth in sales.
8. Schedule Your Ads
It is important that you schedule your ads so that you can have control over when and how your campaigns should run. Depending on the type of business you have, there will be times of the day when your audience may not be searching for your products or services. When you schedule your ads, you can determine when your ads should be shown and when not.
9. Boost Your CTR with Extensions
When you use ad extensions, your ads become more clickable. This is a cost-effective strategy to boost your clicks. AdWords provides many ad extensions to choose from, making it possible to match with your business or the products or services you are offering.
You must have often seen ads that appear to be larger than the normal
headline. Such ads can have call extensions, sitelinks, and social extensions.
All these additional features mean more space occupied by the ads, thus drawing
more attention from the audience.
10. Provide Hard-to-Refuse Offers on Landing
The job of your PPC management for small business ads is to draw your targeted audience’s attention and click on your ads. Next, it is your job to ensure that they get directed to your custom designed landing page. It is important to avoid directing the traffic to your homepage.
Design a landing page that is relevant to the
keywords targeted in your PPC ads
Make sure that the landing page provides the
solution that your visitors came looking for
There should be a clear and concise call to
If you want to convert your visitors, make sure to offer something that they will be compelled to go for. The right offers deliver great value. Such offers help increase your conversions.
Many times, your campaigns are targeted at specific pages on your website.
You can send your visitors to specific service pages based on the keyword used.
The benefit of creating a landing page is that there will be no need to make
any changes to your website to adapt to your ads.
11. Check the Quality Score on a Regular Basis
If you want to get the most out of your ad campaigns, make sure to check your quality score from time to time. What is the quality score? It is the measure of how effectively your ad and landing page is able to provide a solution to the search inquiry that brought visitors to your page.
If your ads have a low-quality score, they are going to cost more per click. Such ads will also have lower performance compared to ads with higher quality scores. There are several ways to boost your ads’ quality score. One way is to use the targeted keyword within the ad copy.
So make sure to follow all these strategies to run successful PPC campaigns for your small business and make the most of the advantages of google AdWords for small businesses. While Google AdWords (Google Ads) is the most commonly used platform, there are other platforms too that can help you reach your target audience.
Media Challengers, led by Birendra Kumar, is the foremost SEO and PPC services company, specializing in implementing a comprehensive range of online marketing techniques to enhance business profitability. As a Google certified agency partner, we bring expertise in SEO (Search Engine Optimization) and PPC (Pay-Per-Click) strategies to drive successful digital campaigns.
Media Challengers is India’s most successful SEO and PPC services company. We implement ALL online marketing technique to make business profitable. We are Google certified agency partner. We have EXPERTISE IN SEO(SEARCH ENGINE OPTIMIZATION) AND PPC(PAY-PER-CLICK).