Commerce all over the world somewhat came to a standstill when the pandemic hit, which made business owners understandably worried of how to move forward. A survey conducted by the United States Chamber of Commerce revealed that 82% of small businesses are afraid of the current health crisis’ effects on their operations. Their apprehension is well-placed, considering that another survey revealed that approximately 7.5 million small businesses in the US are in danger of closing permanently.
Now more than ever, owners of both ecommerce businesses and brick-and-mortar stores need to perfect all marketing strategies they’re employing. Effective pay-per-click management is one method you can explore and optimise to protect your small business’ profits.
Paid Advertising and Small Businesses
Paid advertising is an effective method of getting quick positive results for your small business. A reliable pay-per-click management agency can provide multiple types of advertisements you can integrate into your strategy. These include:
- Paid search text ads to boost conversion rates of customers making purchasing decisions.
- Display advertisements to build brand awareness in social media platforms and websites.
- Product search ads to capture the attention of customers ready to buy products.
When executed properly, paid advertising offers a myriad of benefits for a small business.
Paid ads can help build customer awareness of your services. This is perfect for immediately capturing the attention of prospective customers living in local areas. Using the right keywords and great copywriting skills, you can increase conversion rates with a well-placed ad. Most importantly, paid advertising works phenomenally well with social media platforms such as Facebook.
However, the success of your paid advertisement strategy hinges on how well you polish your strategy. Unless you work with a professional pay-per-click management company, you’ll need to understand how you can optimise your paid advertisement strategy on your own. This can help you perfect your strategy, as well as become more involved when you work with a content marketing provider.
Optimising Your Pay-Per-Click Strategy
Although PPC can be integrated with other digital marketing approaches to create seamless hybrid strategies, employing paid advertising on its own is an effective tactic. This is especially true if your small business has a limited budget to work with.
Here are some effective methods of optimising your small business pay-per-click strategy.
1. Learn More About Content Marketing
You can’t make effective paid advertising without understanding content marketing.
Pinning all your hopes that enough ads will generate the conversion and sales you need is folly. You need to educate yourself on how content marketing works. The most basic concept you need to learn is the so-called “buyer’s journey.”
The buyer’s journey breaks down a customer’s approach to purchasing a product into distinct stages. In the awareness stage, customers are asking general questions about their problems, basically looking for businesses who can answer their needs. They proceed to the consideration stage, where they explore different providers and compare what they’re offering. In the decision stage, they’re now scrutinising specific products you offer.
By understanding these stages and identifying which stage your customers are most likely at, you can align the right messaging for your paid advertising campaigns. For example, if your small business is relatively new, you need to insinuate yourself into the buyer’s awareness stage, perhaps through display ads on social media.
2. Find the Right Targets
All forms of digital marketing require specificity to be effective. As mentioned, pinpointing which stage of the buyer’s journey your customers are is as important as determining their demographics. This kind of information will help you customise your advertising strategy so that it can reach users who are more likely to become loyal customers.
3. Manage Your Resources
Paid advertising often gets the reputation as a quick-fix solution or – in some cases – a one-off deal. If you believe this, you couldn’t be more wrong.
PPC strategies need significant time to plan and execute, not to mention you have to spend a portion of your marketing budget to make them viable in the long run.
A paid advertising strategy isn’t something you can create and polish in a single meeting. Not only do you need to gather enough information, such as customer demographics and advertising analytics, to make sure your strategy is correct, you must also plot out when you’re putting out ads. You need to put in enough time and not rush either its conception or implementation.
You may be apprehensive on spending a lot of your allocated marketing budget on paid advertising if you’re not sure it’s going to be effective. This is why you must keep track of your ad analytics. This information will be invaluable in directing your next steps.
For example, if your product search ads are not generating as many sales as you anticipated, that’s no reason to cut costs. Instead, you can focus on other approaches. It is a matter of testing and seeing what works best.
4. Set Realistic Goals
The great thing about running a paid advertising campaign is you can measure your efforts. Keeping an eye on the performance of your ads is essential in maneuvering your strategy effectively. However, any analytics and information from your ads will be meaningless without goals to compare them against.
When setting the goals for your paid advertising campaign, keep them realistic. Quantify your PPC efforts to know if you are hitting your goals. For example, although the goal “raise awareness” seems both meaningful and achievable, there’s no real context to it. The goal “Increase unique site visits by 20 percent” allows you to build a more concrete paid ads campaign.
Give Your Small Business the Online Leverage
Paid advertising isn’t the only cost-effective method you can employ to protect and even expand your small business, even during this health crisis. Search engine optimisation, effective web design, and other tactics can all be tailored to your small business and ensure that it not only survives but thrives.
When you want the assistance of a team of digital marketing specialists to help perfect your PPC campaign, you can reach out to Axadra. We’re a digital marketing agency with a rich background in helping small businesses grow through effective marketing – let’s talk about how we can grow yours.