For many small business owners, Google Ads is a great choice for generating leads and sales. It’s a staple in a modern marketer’s toolkit with marketers bidding on certain keywords and paying every time people click on the company’s advertisements.
This helps businesses generate precise quality leads. However, it can be challenging to get results with a limited budget, especially in this environment of economic and geopolitical uncertainties where small firms are struggling and don’t have access to a lot of free cash flow to spend on marketing. With some careful planning and optimization, you can get a high return on investment with PPC marketing without throwing away money on clicks that don’t lead to conversions and affect the bottom line.
Schedule Adds at Good Times
Timing your ads according to user behavior can result in better returns on investment. For example, if your target market is school children, you would want to schedule ads in the evening after their school hours. If you are a café at a particular location, then you can target lunch breaks when people search for places to eat.
Test Your Ads
The best way to know if an ad is working is to test it against another one that’s similar but different in some way — like the headline, image, or description. If your testing tool allows you to target multiple ads at the same time, then you can run an A/B test and see which one performs better over time. If not, try testing each ad separately first before combining them into one campaign with multiple ads running side-by-side.
Create separate ad groups with very specific keywords for each product or service being advertised so that only relevant traffic gets sent to these pages. Use geo-targeting to ensure that your ads are being shown to people in your target market. You can also use retargeting to reach people who had visited your website before but did not make a purchase. Improve your ad optimization. Focus on your target market and variables that can define them, such as age, location, income, gender, etc. Also, make sure to include a creative call to action. This can be a very effective way to increase conversion rates.
Use Other Platforms
Google AdWords has long been the most popular PPC platform for good reason. It has the largest reach and the most sophisticated targeting options. However, other platforms can help your business scale as well. Bing Ads is growing in popularity, thanks in part to its partnership with Yahoo! Bing Ads has many of the same features as AdWords, but it’s often less expensive because of the smaller reach. Facebook Ads are another option to consider. It offers sophisticated targeting options, including demographics, interests, and behaviors. If all this seems overwhelming, then it is advisable to use the PPC services of a reputable marketing company.
Find the Right Keywords and Use Negative Keywords
Get familiar with Google Analytics’ Keyword Tool and use it regularly as part to find the best keywords. Determine what keywords will be most effective for your firm, and then choose the ones that are the most match your product offering. Determine what keywords will be most effective for your business and then choose the ones that are most relevant to what you offer.
Marketers use negative keywords to avoid traffic irrelevant to their landing pages or websites. For instance, if you’re selling wine glasses, then you might want to put in the negative keyword of eyeglasses so that you only get the intended audience.
Start bidding on the keywords your competitor uses. Several free and paid tools can help in this regard. This will help to drive traffic to your site from people who are already interested in your competitors.
Try Broad Match for More Conversions
A broad match allows your ad to appear when someone searches for different variations of your keyword. For example, if your keyword is “red sneakers,” a broad match ad would also show when someone searches for “cheap red sneakers” or “best red sneakers.” This means more people will see your ads but also increases costs because there’s a higher chance of showing up on irrelevant searches, so you need an experienced marketer that can help you avoid wrong keywords so that you can boost PPC conversions.
Make Sure You Have a Specific Goal and Strategy in Mind Before You Start Any Campaign
Set a realistic budget that can be easily managed by your small business. You don’t want to spend all of your time managing your campaign or worrying about spending too much money. Also, set up conversion tracking so that you know exactly how much each click costs and what ROI you’re getting from them. This will help you analyze what is working and what isn’t and maximize your campaign’s performance.
Use Both SEO and PPC
When it comes to PPC, you want to get the most bang for your buck. That means having both SEO and PPC work together to create a comprehensive online marketing strategy. When done correctly, they can help you achieve better results and drive more traffic to your site. Insights from PPC can help with changing content on powerful descriptions and headlines. They can also uncover hidden keywords you can use to optimize your website for organic traffic. Include product extensions in Your ad copy. Product extensions let buyers learn more about the products they’re looking at in an ad.
About the Author
Lucy Arnold is a highly experienced PPC Marketing consultant at a reputable PPC services company in San Diego, Search Berg. She helps small businesses get the highest ROI from their limited marketing budget. Her team has a great track record of helping the business achieve more PPC conversions.
