Small businesses often overlook pay-per-click (PPC) because they don’t realize how effective a well-planned PPC campaign can be for them.
But, a PPC campaign that has realistic goals can be very lucrative. Here are eight tactics that work great to improve your business when using PPC.
1. Remarketing
Basically, Google or Facebook will provide you with a code that places a cookie on the computer that visited your website but didn’t convert. Then when the visitor goes to other web pages, they will see a mention of your website.
2. Build your list
Instead of using PPC to sell the actual products you want to sell, use it to build your list. You can offer some kind of gift in exchange for an email address. Once they’re on your list, you can now market to them on all of your products and services instead of just one at a time.
3. Local orientation
Even if you have a national business, local guidance is a good option. Write content that focuses on a particular location that has a large number of your target audience.
4. Segmentation
When planning a PPC campaign, you want to segment your market as small as possible for each ad type you create. You can use the tools available to target only certain people with the ads you create.
5. Make better landing pages
When planning a PPC campaign, you should create special landing and sales pages for each ad. This will help ensure that you’re targeting the people you want to target, not just with the ad they click, but also on the page they land on.
6.Try everything
Testing is important in all marketing and advertising. Try two different PPC ads targeting the same audience with just a minor change, like the headline, or use the same ad targeting different audiences to find out which responds best. The important thing is to change only one aspect at a time.
7. People first
With all the focus on keywords, content, and technology, don’t forget that you’re marketing to human beings first and foremost: human beings with thoughts and feelings and the ability to tell the difference between a good deal and a bad deal.
8. Study your numbers
Nothing is ever complete without studying the numbers. At various points during your PPC campaign, compare the results against your goals. If they’re not lining up, then you need to adjust the campaign.
Running a successful PPC campaign is easy for small business owners today with the tools available on Google and on social media like Facebook. But, before you start, make sure you have a goal in mind and are prepared to make your PPC campaign successful.
