The new paradigm of advertising has been found in the likes of pay per click (PPC) marketing. This form of marketing allows an advertiser to get real-time results of their advertising campaigns, giving opportunities to make continual changes.
However, with increased competition, your cost per keyword may have skyrocketed. Consider these five strategies that can help you maximize your PPC results – without breaking your budget.
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Take Advantage of Analytic Tools
Time after time, a small business decides to use pay per click and ends up failing. Why? They fail to use the tools at their disposal. Setting up your PPC strategies must include using the tools to review how your campaign is working. Not only can analytic tools help your pay per click campaign work more effectively, but it also can result in pay per click savings.
Let’s say you set up a Google Adwords campaign using 10 keywords. Do you know which keywords bring in the most clicks? Many unpracticed small business owners choose keywords that are much too broad in scope, and they end up paying much more for words that do not convert visitors into customers. A free tool like Google analytics can present you with alternative keywords, including the competition for each one and the frequency of searches.
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Consider Geo-Targeting
Does your business sell locally or regionally? Why waste your pay per click dollars on clicks from searches from far away states who will never be a walk-in customer? You could experience great pay per click savings by using the geographical targeting tools on paid search ads. With geo-targeting, your ad will only appear on a browser that is in your targeted area.
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Create a Bidding Strategy
Most people bid a typical even amount. For instance, a keyword may receive bids for $0.10, $0.15, or $0.20. Why not bid in odd amounts such as $0.11 or $0.21? This simple PPC strategy can help you outbid other marketers and get your pay per click ad noticed more often.
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Schedule Your Pay Per Click Ads
Rather than having your pay per click ad show up any time of day, you may want to consider scheduling your ads only during certain times of the day. For instance, if you run a restaurant it would be a good strategy to schedule your ads to appear only in late afternoon or early evening.
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Erase Negative Keywords
Your PPC keywords could be working against you. Certain derivatives of your keywords could trigger your ad to appear when it is not appropriate. Consider if you offer investment advice. You don’t want someone searching for “free investment advice” to find your ad and click. Rather, use the filtering devices available to remove negative words that accompany your keywords such as “free” or “cheap.”
Your PPC strategies are what will make your pay per click campaign a success. Use these money-saving strategies to help your small business get the most out of a pay per click marketing campaign, turning more visitors into paying customers.
