One of my favorite PPC strategies for small businesses is simply taking advantage of the features Google Ads offers like location extensions.
Location extensions are connected to a company’s Google My Business account.
By utilizing location extensions, you can not only enhance your ad by providing searchers with additional information like the company’s address, phone number (call button on mobile), directions, distance to a location, but also increase your SERP real estate.
Once you’ve set up a location extension at the campaign or ad group level, you are also now also eligible to have your client’s ad in the local three-pack and the
Google Maps app. If your competitors aren’t using this feature, it’s a simple way to increase visibility, provide useful information to searchers, and really make your client’s ad stand out!
For any small business just launching a marketing campaign, I always recommend developing a landing page for your core business offering and then testing it on Google Ads Search Campaigns.
It’s the quickest way to start driving conversions for your business while also immediately getting feedback on what messaging works best, what type of people are searching and are people actually interested in your product/service.
With this information, you can start to scale up to other marketing strategies.
But if you can’t find a way to convert people who are searching for your exact business related keywords, I think it’s worth having a good think about the viability of your business overall.
- A/B Test!! This can’t be stressed enough. You’ll never know the potential of your paid search spend unless you see what sort of PPC copy your target audiences engage. Test out different titles, descriptions, keywords, and tones to see the ads that your audiences clicks on the most.
- Don’t solely rely on PPC for search ROI. PPC, for the most part, is best when combined with organic search optimization. PPC can help inform the sort of search content your target customers are most likely to engage with – insight you can use to inform and structure your SEO strategy.
- Test multiple platforms: AdWords is not the only PPC platform out there – although you certainly need to use it. Test PPC platforms on Bing and Yahoo to see if you gain any traction among their users.
For large brands, paid advertising is an easy decision. PPC will provide additional brand exposure, at the bare minimum. For smaller companies, it’s a huge decision to make the jump into PPC. Will it work? Will I waste money or get a return on my investment? Those are just a few of the questions I hear often. And the answer is always the same, it depends.
Before launching a PPC campaign across any channel (Google, Facebook, Twitter, or even Pinterest), it’s important to set a foundation that “should” yield success. The most important thing to do is define your highly targeted audience, then make sure your website is setup for conversions. Not only does the site need to have very clear CTAs, the website should also load fast, have a strong UX, and conversion pixels/tracking events need to be setup properly.
It’s important to note that the first few months will mostly be trial and error as broad keyword terms are tighten up into phrase terms, then eventually exact match terms. You will also want to maximize features such as sitselinks, callouts, extensions, and more in Google Adwords. Each platform has its own set of strategies, and it’s critical to know what they are.
There are also additional benefits that comes with PPC campaigns, such as increased SEO exposure and understanding what terms and audiences drive results. PPC strategies are best won with proper planning and clearly defined goals.
My tips for small business PPC,
- Ensure you are driving traffic to landing pages that are conversion friendly, also factor in speed if the landing page takes 20 seconds to load and you paid $2 for the click it’s a waste at scale. Get it loading in 1 second or less.
- Stop bidding on wasteful keywords, review your accounts regularly if you are spending $100s a month on a term that’s broad and not converting. Stop the spend do some research and target more exact terms relevant to your business.
- Ensure that you have correct tracking working from day one many SMBs don’t event have tracking set up right. Get the basics right.
One of favorite PPC strategies is remarketing through search.
Remarketing lists for search ads (RLSA’s) allows you to retarget website visitors within the search engine results page (SERPs).
This gives you a competitive advantage, as rather than trying to outbid competitors to win over a brand new audience, you’re already a known brand to the searcher, thus increasing the likelihood of them engaging with your ad, and not theirs. In turn, this lowers your cost per click (CPC), and – having interacted with your website previously – is more likely to increase conversion.
We started using this PPC strategy at Peachy.co.uk to acquire new sign ups earlier this year and since implementing, our cost per click has dropped by 25% and conversions have increased by 9%!
Low click prices, higher conversion rates – this is why it’s my favorite PPC strategy!