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Top 6 Effective PPC Strategies for Small Businesses

Pay Per Click (PPC) is a crucial component of online advertising. It’s all-important, especially in today’s search engine driven age where all businesses are more accessible to consumers now than ever before, fuelling competition. Hubspot has found that 85% of consumers use the internet to find local businesses, and they do this through search engines. Therefore, if you want to be successful online, you need to get your business noticed by interested consumers and PPC is the way to do that.

Below are some highly effective tips that you can incorporate into your PPC strategy to ensure you are lowering your costs and increasing your click through rates (CTR).


Create multiple ad campaigns and landing pages


One sure fire way to improve your CTR is by splitting your advertisements and landing pages into smaller groups. Why? Because this makes them more targeted and therefore more effective. Say for example you have an ad campaign for a webinar on child safety. Typically, the advertisements and landing pages would be targeted at parents. But what could become more profitable for you, is creating one campaign targeted at the emotional susceptibility of a mother, and another campaign targeted at the sense of responsibility amongst fathers. Each person connects to things in different ways and by playing on this you’re more likely to increase conversion rates.


Review expensive keywords


This one is fairly straightforward, but the amount of money you allot to your advertising and marketing endeavours needs to be spent wisely in order to be effective. Keywords can sometimes cut out a large portion of that, because of their importance for search engine optimization (SEO) and ensuring your web pages are seen by a large audience of interested prospects. They are important, but sometimes, for one reason or another, some of the most expensive keywords you’ll have will be under performing and simply not worth they money they cost. It’s best practice for you to constantly be reviewing your keyword list to ensure that you’re only spending money on words that are performing well. If not, delete them from your list and perhaps review them again at a later date. If this seems to be a common issue for you, long-tail keywords are a good alternative. These are keywords that are typically less common, but perform well because competition is relatively low and they are often far less expensive to use.


Refine landing pages


Landing pages are a crucial stage of your conversion process because it’s where prospects either sign-up or walk away. It’s where those all-important decisions are made so it’s vital to have a landing page that’s designed to sell. The first step to that is ensuring that your landing page is targeted. As mentioned before, the more variety you have in your landing pages, the more likely it is that a particular landing page will connect with a prospect. Say for example you’re a multilingual online language teacher – you wouldn’t send your Italian students to your french lessons homepage, nor would you send them to an ‘about me’ page that doesn’t explicitly say anything about Italian language lessons. So the same rules should be applied when thinking about landing pages in any context. Make them more targeted through the text, the calls-to-actions and the layout and they will be far more effective for your business.


Try some unconventional calls-to-action


Call-to-actions are a particularly useful conversion tool for online businesses. This is because of their actionable nature. They typically promise things like, expert tips, free eBooks and a personal favourite – discounts. But where they fall short is almost always the text both in the advertisement and on the button. Terms like ‘buy now’ and ‘read more’ become so predictable that it really lessens the effect it can have on the prospect. You need to be inventive when creating call-to-actions that capture their attention in a new way that stands out from the rest. You can do this by appealing to their emotions – ‘get the money you deserve’, their impatience – ‘get an answer now!’, and by being specific – ‘lower your costs by…’. There are hundreds more ways to do this. If you’re stuck for ideas, visit some sites that do CTA’s really well and replicate some that you think are effective.


Use an Ad Extension


Ad extensions allow you to occupy more space in the search engine results which naturally makes your listings more prominent and more effective. These few more lines do wonders for situating you as a top dog of your search engine results page. Typically, the extension will allow you to promote your additional landing pages beneath your main ad text, so by choosing the right content to showcase, and the right pages, you can really establish yourself as an industry professional.


Don’t spend up big to get to the top spot


If you’re just looking for conversions from your search engine listings, it’s not worth investing in all of the time, effort and money it will take for you to get to the top of your search engine result page. While it is important to be noticed and get yourself situated near the top, it’s wasted money according to Google, who have openly come out and said that conversion rates don’t vary much by position. Think about every Google search you’ve made, do you always go straight to the first one, or spend some time looking at other ad copy before making your decision? The only thing the top spot will be useful for is branding, and getting yourself recognised as an industry leader, so if that is the direction you are taking with your marketing efforts and you’ve got the funds to do so, then it could be well worth the investment.

Use these tips to advance your online business through PPC and see what a difference it can make.






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