The key to small business PPC success is knowing what you want to achieve.
- Increase visits.
- Raise awareness.
- Gain more subscribers.
- Generate Leads / Enquiries (sell services).
- Sell products (e-commerce).
Your objective is the starting point of your strategy.
- PPC Campaign Optimisation
- Which Digital Marketing Channel Works Best?
- Manchester Adwords Certified Partner
Each objective will affect the steps needed to achieve a good return on investment. Raising awareness is better tailored to a display / social campaign. A subscriber campaign will have a relatively low value. Lead generation will have a different way of calculating value compared to e-commerce, but both will be suited to search PPC.
"Establish your goals and ensure that your PPC campaign is set-up to measure conversion."
Ensure you are able to report on how much your PPC campaigns and keywords are costing you and how much value they are returning.
Just generating website visits on its own is pointless. It is very easy to run a marketing campaign to generate traffic. What do the visitors do on your site? What do you want them to do?
PPC for Small Business: Analysis and Analytics
If you are a small business either thinking about or already running a PPC campaign, then you really should already be signed up to Analytics. The website reporting system from Google allows detailed tracking and conversion stats when linked to its AdWords platform.
Keyword Selection: PPC for Small Business
Think about your customers.
- Who are they? Are they businesses or people – what type of people (for example, older, male, etc)
- Where are they?
- When will they be looking for your products and services?
- What will they type to find you?
- What might they type that you don’t want to appear for? (see Example Negative Keywords for Pay Per Click Campaigns).
This will establish both the settings for your campaign: Location, schedule and device, as well as the keywords and negative keywords you want your adverts to appear for (or not).
Display Advertising: PPC for Small Business
Display advertising is much better at raising awareness than getting in front of people that are looking for products or services. This is because your adverts don’t appear in the search results, they appear on other websites that you target.
Are there any websites you’d like your ads to appear on? If yes, and they are part of the Google network, then this is ideal to get in front of an audience that you think are going to be interested in your website. For example, if you are a Garden centre, it might be a good idea to advertise on gardening magazine websites. You can specify where the people need to be located for your advertisement to appear.
PPC for Small Business: CPC and Overall Budgets
You don’t need to spend a fortune, but you do need to have a budget to use for advertising.
The cost per click (CPC) will depend on a number of factors:
- Competition – how many other businesses are paying to advertise on the keyword. PPC is an auction after all.
- Conversion Rate v LTV. If you are selling cars, the conversion rate is likely to be low, but the value of a sale is very high. This all comes back to being able to report on the return on investment.
- Relevance – AdWords uses a ‘quality score’ to help provide more relevant adverts that are triggered by keywords. Essentially, apart from extracting money from advertisers, Google wants to give their users the best experience possible. So, what they search for should bring up very specific adverts that when clicking on them supplies exactly what they are looking for. For example, if people search for men’s red socks they don’t want to click on an advert that displays blue men’s socks – this can happen if the advert headline was Generic “Men’s Socks”. The result will be a high bounce rate (the customer didn’t find what they were looking for) and the price was paid by the advertiser. The bottom line is, be extremely specific!
Adverts: PPC for Small Business
A good advert will be relevant to the keywords triggering it and landing page it points to. A nice tip is to include numbers, for example, price or years of experience/trading. Use the path to better optimise for the keyword. Always max out your site link options. These include call-outs, services, location, call (phone number). When triggered these will enhance your adverts leading to a better click through rate.
PPC is not just a setup and leave job. You will need to check progress daily, weekly and monthly to ensure you are getting the most out of your budget.
If you’d like some help getting the most out of PPC advertising for small business, please get in touch via the contact form.