Small business owners tend to be apprehensive about new marketing initiatives since their marketing budget is usually quite limited. According to research, small businesses budget only 4% of their revenue for marketing. They tend to spend it on website development and SEO, along with print or broadcast media, social media advertising, email marketing, advertising reps and even on maintaining a storefront in hopes of attracting foot traffic. In today’s competitive market, it is vital for a small business to find new customers and turn existing ones into loyal or repeat customers. Forbes states that if your small business needs to generate leads, you would be making a great mistake by starting off with SEO. In order to create long-term brand awareness, Forbes suggests that you should begin with an aggressive Google AdWords Pay-Per-Click (PPC) campaign since it will provide you with a much higher Return-on-Investment (ROI).
Google Adwords is the most popular PPC platform. It will help you connect with your target audience and you will only pay when a potential customer clicks on your ad.
If PPC advertising is managed correctly, it can offer small businesses a higher ROI when compared with other forms of marketing. The most important advantage of PPC is that everything is measurable through conversion metrics and highly precise reporting tools. Hence, before spending more on your PPC campaigns, you can examine what’s working and what’s not and optimize your campaigns accordingly. You should only increase your budget when your campaigns are profitable and spend money on keywords (search terms) that are helping you generate a profit. This degree of control is significant for any small business with a limited marketing budget.
Unlike any other form of marketing, with PPC you can precisely target your desired audience through the use of keywords, location, demographics, along with time and days you wish your ads to be shown. For a small business, the ability to show its ads only to those who are most likely to be interested in its products/services is a great advantage since it minimizes spending on uninterested audiences. What’s more, it is especially useful for a small business since it has the option to target audiences in its location. As a small business, you can benefit by directing your ads only to those local customers you want action from (e.g. calling or visiting your business). Google has stated on many occasions that their research has shown that “3 out of 4 shoppers who find local information in search results helpful are more likely to visit stores.”
When a small business uses keywords related to its industry, people searching for those keywords will be able to see its ads. These keywords are normally general and may not generate a great deal of conversions or sales but they will help increase brand awareness and establish the business as an authority in its industry. PPC campaigns can help your small business, especially if it does not have a strong online presence, to get noticed much more quickly rather than trying to improve your website’s SEO so it will appear high in organic search results.
A well-targeted PPC campaign is the fasted and most effective way to find out if your products or services are what people are looking for. The detailed reports you receive from platforms like Google AdWords can help you determine if you need to make improvements or changes. You can also run tests to determine the effectiveness of landing pages or even an entire website. Trying to determine what’s working and what’s not without detailed reports is time-consuming and a waste of money, especially for a small business.
Retargeting or remarketing is a highly effective technique which can be easily applied to reconnect with individuals who have visited your website. Experts believe that potential customers need to see ads several times before making a decision to convert or make a purchase. Your remarketing audience has already shown interest in your products or services and by exposing or reminding them of your brand, you are more likely to motivate them to revisit you to learn more about your business and possibly convert.
Another popular and effective advanced marketing technique is the creation of Display campaigns. These campaigns can be set up to be quite targeted and personalized. Your ads can appear on websites that are related to your products or services. They can also be set to appear on different websites, but to people who have already shown interest in your specific products or services. What’s more, Display campaigns can be fine-tuned by using demographic criteria, e.g. age and gender. By setting up Display ads you keep potential customers engaged with your brand and increase the possibilities of turning them into repeat or loyal customers.
Small businesses can benefit greatly from a well-managed PPC campaign. Unlike any other form of marketing, you can target a specific audience to generate fast results and control your marketing budget. It’s also the easiest and the most cost-effective way to raise brand awareness and get new leads. Even if your business has a good organic ranking, you can use your PPC campaign to dominate search results for specific keywords or search terms. Lastly, your ROI will likely be much higher than using any other form of marketing.
Categories: Google Adwords, PPC - Google AdWords, PPC for Small Businesses, PPC Marketing, Uncategorized, Web Marketing
Tags: Google AdWords, PPC, PPC - Google Adwords, PPC for Small Businesses, Web Marketing