Being a small business owner is no longer a disadvantage with today’s modern marketing practices. In reality, having limited resources can force you to make more effective marketing choices instead of spending your money where you don’t need it. Pay-per-click (PPC) advertising is one of the many ways that smaller businesses can compete with a local demographic against big-name brands.
Being an Underdog in Today’s Competitive Market
Small and medium enterprises need to prioritize marketing strategies that will work best with their limited budget. Because of that, their targeting methods lean toward winning over local audiences. PPC advertising can help your business stay competitive against your competitors by getting the right audience for your company’s services.
If you’re not sure how to do PPC campaign management and how PPC marketing can help you get a compact yet dedicated following, here are three strategies you can try out.
1. Get Your Hyper-Targeted Keywords from Your Competitors
Search Engine Marketing (SEM) employs different methods to increase the visibility of your site. However, it can be challenging to launch a successful SEM campaign if you don’t know where to start. Thankfully, your competitors are already doing the bulk of the workload for you.
By conducting competitor analyses on the performance of other business’s campaigns, you uncover the preferred keywords that match with your competitors’ Search Engine Optimization (SEO). By knowing the catalog of keywords that they use, you can pivot away from general terms and move toward hyper-targeted keyword niches to boost your conversion rate. Doing so allows you to tweak your ad copy and landing pages to match them directly with your customers’ queries without going through a more extended sales funnel.
2. Use Managed Placements Effectively
Businesses need to be wary of the progressive but slow impact of content optimization. It will take a while to build up your search engine ranks, even if you do everything right through white hat methods. On the other hand, using managed ad placements gives you more control over Google’s Display Network than relying solely on keyword or topic targeting techniques.
By utilizing managed placements effectively, you can target the right ad placements by choosing which websites, apps, and videos your advertisements will show up. It’s an excellent way to get a faster return on your investments without taking too much of your marketing budget.
3. Diversify Your Demographics
Whether you’re selling a weight-loss pill or offering 24-hour emergency services, you will need to have a target audience in mind when creating a marketing campaign. Your marketing team should develop more than just one type of buyer persona when making your marketing collaterals. Doing this will help expand your market considerably.
However, it’s not enough to copy-paste your campaign collaterals to match the needs of another demographic with slight alterations. Remember to do thorough market research on what appeals the best to your secondary market. You can do this through A/B testing of your banner ads to see which ones receive more clicks over other ad variants.
Getting the Right Digital Marketing Partner
When it comes to running a small business, partnering with other companies is an essential part of your growth. It’s a reality that you don’t have the budget yet to perform all the necessary tasks of your marketing campaigns with an in-house team. Because of that, you need to partner with a reliable digital marketing agency to outsource your PPC campaign management.
PPC Advertising by CloudMellow
CloudMellow is a PPC advertising company that offers creative digital marketing services to businesses that want to have a competitive edge. To learn more about how our PPC services can expand your business’s growth, call or contact us today and get a free digital audit!