Tackling The Competition From Market-Leading Brands As A Small Business: How To Optimise A Small PPC Campaign Budget With 4 Simple Steps.
So, you’re a small business owner who’s new to the Pay-Per-Click marketing world. Welcome!
Creating an online presence is a vital element of finding success as a small business. Search engine marketing is one of the fastest and most effective ways to increase your brand awareness. According to a recent study by Google, Search ads increased brand awareness by up to 80%, and a report by Hanapin Marketing showed that 79% of marketers found PPC hugely beneficial for their business.
However, competition can be brutal, especially when you’re up against bigger companies with bigger budgets. But don’t let this discourage you. The key to successful PPC management as a small business is to work smarter, smaller and specifically.
Here are four ways you can optimise your PPC campaign budget:
1.Use specific and niche keywords instead of generic terms
Generic keywords are usually monopolised by large market-leaders. Research and identify specific and niche keywords that appeal to your target customer base. Don’t waste your limited budget on highly competitive click-rates. For example, if a small travel company is looking to sell holidays in Mexico, they should avoid using general terms like ‘hotels in Mexico.’ It may have a high search volume, but the cost per click (CPC) would be expensive: up to $15 for the top position. Specific and long-tail keywords that still have a substantial search volume like, ‘best hotels on the beach in Tulum, Mexico for families’ or ‘best all-inclusive beach hotels in Cancun for families’ typically have a CPC rate as low as $0.20. This will allow you to better target your potential customers.
2.Invest time to figure out who is giving you the best conversion rates
Good marketers know who their target audience is, but for PPC management in small businesses it’s most important to know who will boost your conversion rates.
Our small travel company may create ads that target men and women aged 20-30 in big cities with a history of searching travel content. They may receive a high number of clicks on their ads, but find that conversion rates are low.However, further investigation of their own analytics and their competitor’s may show that women aged 40-50 in suburban areas were more likely to book holidays for their family. With a clearer idea, you can adjust your ads according to geographic location, gender and age to help increase your chances of sales and reduce costly clicks.
3.Optimise ads for Mobile phones and devices
Mobile phones make it easier for shoppers to make online purchases. According to PowerTraffic, 53% of paid clicks are made on mobile devices, and 69% of people use their phones for shopping.Optimise your ads and landing pages to cater to mobile devices; this will increase your chances of reaching potential customers. This can be easily done with Google Adwords, but if you are using Display ads with graphics and/or videos, make sure the image and text is easy to read on smaller screens.
4.Consider hiring a professional to help manage campaigns
Management and organisation is essential when maintaining successful PPC campaigns. Be realistic about the time and effort you’re willing to invest in search engine marketing, especially if you are just starting out. Small business owners tend to take on many different roles and do not have online marketing experience so many choose to hire an expert or agency to help.