Pay Per Click (PPC) advertising may be one of the most cost-effective advertising options.
However, sometimes small business marketers do not know how to optimize their PPC campaigns. These PPC tips for small business success will help your brand reach the right audience.
Sometimes people assume all they need to do is pay for an advertisement. Unfortunately, it isn’t quite that easy. Search engine and social media PPC is highly competitive as brands compete for the user’s attention.
3 PPC Tips For Small Business To Improve Your Ads Right Now
Try the following tips to supercharge your PPC campaigns and to help your business grow. Once you understand the basics, implementing these tips reflect improves your campaigns.
1. Focus on Mobile PPC
Mobile search is one of the most popular search options. According to Google, more than half of all searches from 2015 were done with a mobile device. Mobile continues to grow as consumers engage in voice search. As a small business owner, embracing mobile is smart.
Mobile PPC advertising allows you to connect with consumers during “micro-moments.” A “micro-moment” is when someone uses their phone to search for immediate information like the definition of a word or the best nearby pizza parlor.
To optimize your campaign for mobile, think about how people use their phones. Try these tips as starting points:
- First, make sure your PPC landing page is mobile-friendly. Of course, your entire website should be mobile responsive since so many people browse the internet on their phone and some access the internet exclusively through their phone.
- Next, activate the “click to call” option on all PPC ads. This may be your most powerful call to action when your ad appears on a consumer’s phone.
- Include location and directions to make it easy for mobile users to find you.
- Top load your mobile Google ad since the second line doesn’t show in mobile ads. Instead, Google opted to feature an ad extension.
- Consider user intent and which actions mobile users are likely to take. Your call to action may be different for mobile ads compared to ads viewed on a desktop computer.
- Don’t overlook social media as people frequently browse their favorite social channels on their phone.
- Double check your geolocation settings to make the most of this opportunity.
According to internet marketing expert and bestselling author Neil Patel, anyone who neglects mobile may find themselves “left in the dust.”
2. Use Remarketing To Save Money
Remarketing is a highly cost-effective advertising technique. The concept is simple, instead of reaching a new audience you target consumers who already visited your website. For example, if a consumer browses your e-commerce store, then a remarketing ad might promote the very product they considered. Consumers typically need to see your brand’s message a few times before they remember you.
Thanks to the internet and marketing automation, remarketing is easier than ever. It is not only easy, but it saves money since you advertise to people who are already interested in your products or services.
Social media PPC offers even more powerful targeted remarketing options. You can reach your target market by integrating your campaigns with Facebook, Twitter, Instagram, or Pinterest.
3. Improve Your Quality Score
Improving your Quality Score also improves the effectiveness of your Google PPC campaigns. Yet so many small business managers do not understand their Quality Score. So let’s begin with a quick review of the Quality Score metric. Google rates the user experience of your campaign on a scale of 1 – 10. They may factor in things like:
- Does your landing page reflects the keywords targeted?
- How likely are users to click on your ad, in other words, your expected click-through rate? Great copy improves the odds that consumers choose to visit your website.
- Does your ad make sense and is it relevant?
- Is your ad copy effective and engaging?
According to Google, improving your Quality Score may require improvements and adjustments to your ads, your targeted keywords, or even your website.
You may improve your expected click-through rate by using the words or phrases you wish to rank for within your ad copy. This may seem obvious, but it is surprising how often those keywords are not used within the actual ad copy.
Be sure to choose keywords that are relevant to the product or service you advertise. Include relevant phrases in your landing page copy as well as your ad copy. Finally be sure to pitch your promotion to your intended customer. By following these tips, you improve your advertisements relevance.
Another seemingly obvious PPC tip for small business success is to avoid bait and switch on your landing page and your website so you can improve your ad quality. For example, if a user clicks on your ad for red raincoats, he or she would be very disappointed to find out that you only sell green raincoats. To avoid this, be sure to send the user to a personalized and targeted landing page the delivers what your ad promised.
Key Takeaways For Your Small Business PPC Advertising
Finally, be aware that excelling at PPC advertising is not a one and done situation. Plan to review and evaluate your results throughout your campaign. Try simple A/B testing to see which style of advertising connects best with your target market. Review both your keywords and negative keywords weekly. By fine-tuning your strategy, you discover the approach that works best for you.
While the process of improving your PPC campaigns is fairly simple, effective advertising requires skill. You may develop those skills for yourself, or you can outsource your advertising to an internet marketing agency. By collaborating with a skilled advertising professional, you are free to focus on running your business and delighting your new customers.
A well-reputed PPC advertising agency navigates the competitive, ever-changing world of PPC advertising for you. Want to learn how effective PPC brings you new business? Sign up for our newsletter about digital marketing or follow us on social media.