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  • Successful Paid Search Strategies For Small Businesses

    In the world of online advertising, small businesses have increasingly begun turning away from paid search in favor of social media and other forms of promotion. And that’s too bad, because a well-designed PPC campaign can produce significant traffic for your website.

    In the world of online advertising, small businesses have increasingly begun turning away from paid search in favor of social media and other forms of promotion. And that’s too bad, because a well-designed PPC campaign can produce significant traffic for your website.

    The key is in knowing how to successfully design and optimize PPC marketing ads in order to increase conversions.

    Find Niche Keywords

    Perhaps the most important aspect of any small business PPC campaign, this is often one of the most overlooked. Because small businesses generally don’t have a lot of capital to invest, they must focus on putting their money where it will be most useful. And that means finding low competition, highly searched keywords.

    It’s not as difficult as it sounds. You can boost your success rate by lengthening the keyword phrase (i.e., instead of using “toddler shoes” as your keyword, try “ Sesame Street toddler boy shoes”).

    The more detailed your keyword phrase, the less competitive it will be. Google’s keyword research tool can help you choose specific keyword phrases that still receive a high number of searches.

    Optimize Time of Day

    Segment your keyword searches based on the habits of your target audience. For instance, if you cater to teenagers, you might choose to show your ads during the hours immediately after school.

    For nine-to fivers, you might specify after-working hours. Display your ads when your target audience will be most likely to see them.

    Implement Geotargeting

    Geotargeting allows you to specify geographical locations in which you want your ads to display. If you are advertising for your brick and mortar store, for instance, you’ll want PPC ads to display only to people in close proximity to your physical location.

    Optimize Ad Copy

    Don’t use the same old boring ad copy that everyone else is using. Optimize PPC ads just as you would direct marketing pieces: by appealing to the needs and wants of your target audience in a creative way. Include a can’t-pass-it-up offer and use action-oriented language that will draw the customer in.

    Include Negative Keywords

    Negative keywords allow you to choose search terms for which you don’t want your ad to show. By narrowing down your options to only the most relevant terms, you can reduce your cost-per-click and increase the likelihood that the traffic you attract is truly interested in what you have to offer.

    Don’t be intimidated by PPC advertising for small businesses. If you design and manage your ads well, you’ll find that your ROI makes them well worth your while as compared to other forms of internet marketing.

    —–

    Marty Diamond the co-owner of Diamond Website Conversion a consulting firm specializing in conversion rate optimization for small businesses.

    Filed Under: Tech/E-Commerce

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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