Pay-per-click (PPC) advertising may be among the strongest tools for marketing. It exposes a business to potential customers when they are seeking the exact goods or services. But as a small and medium-sized enterprise (SME), you have to make every click count with a limited budget. The following are some of the practical tips of PPC that can enable you to stretch your budget and get real results.
Pick the right keywords
Any PPC campaign is based on your keywords. Avoid using general, high-priced keywords that bring in a lot of competition. Instead, you need to concentrate on long-tail keywords. These are specific phrases potential customers use when purchasing.
For example, ‘’Chicago restaurant,’’ is a general keyword. A specific one would be ‘’seafood restaurant in Chicago.’’ These searches receive fewer impressions but tend to provide more qualified leads at a reduced cost.
Write a compelling copy
It is your ad copy that will get someone to click. List what is special about your business. It could be free shipping, 24/7 service, or local knowledge. Create urgency by using action words such as:
- Buy
- Get
- Discover
Also, match your copy with the keywords you are targeting and the user’s intent.
Optimize landing pages
A click is just the start. The actual conversion occurs on your landing page. Keep it short and to the point. Suppose your ad is advertising ‘’50% off winter jackets.’’ In that case, the landing page should feature winter jackets as the main element and the discount prominently displayed. Incorporate the following as well:
- A powerful call-to-action
- Convenient navigation
- Quick loading times.
This minimizes the rate of bouncing.
Prioritize mobile
The majority of users use their phones to search. Therefore, your advertisements and landing page should be mobile-friendly. Apply:
- Responsive design
- Big buttons
- Short text.
Examine how your advertisements look on phones. Then, adjust accordingly. In short, ensure your website is mobile-friendly.
Schedule and pause Ads
Running ads 24/7 can waste money. Check your analytics to determine the most active time of your audience and when they are likely to convert. Plan your advertisements to run during those busy periods and stop at the poor timing. This saves you money and still keeps your ads visible at the right time.
Track performance
Do not just set and forget your campaigns. Use analytic tools to monitor:
- Impressions
- Clicks
- Conversions
- Cost-per-click.
Constant observation helps you identify what is effective and what is not. Modify ads by actual performance data rather than trial-and-error.
Consider professional help
PPC may be complex, particularly with the process of balancing keywords, bids, and performance monitoring. Outsourcing to a professional agency like Fanatically Digital will save you time and costs. It will minimize expensive errors and achieve improved results in a shorter period of time.
When it comes to advertising, your money will stretch further because professionals are able to provide you with experience, tools, and knowledge that are not easily accessible within the company.
Wrapping up
When properly utilized, PPC can be an affordable strategy for your SME. You can use it to compete with larger business entities. With professional help, you can maximize your budget and accelerate meaningful business growth.
