Five steps for successful small business PPC marketing campaigns

Many small business owners choose to manage PPC advertising in-house for budgetary reasons. PPC platforms are becoming increasingly user-friendly, online tutorials are increasingly easy to understand, and in-house PPC management is increasingly viable.

Find out how to best allocate in-house resources by following the PPC guidelines listed below:

Optimize a Set Budget
Small businesses can often use more leverage with the right approach to PPC with less resources than large enterprises. A successful PPC campaign can be largely based on niche aspects of a small business, such as specific geographic location, name, or a single line of products sold. By focusing on the niche aspects of your small business, you can drive site traffic as well as conversion rates.

Keyword Strategies
One of the first steps in almost any successful PPC campaign is creating a keyword list. In addition to utilizing free programs that develop and suggest keywords along with price estimates for specific businesses such as AdWords Keyword Tool and Bruce Clay’s Keyword Statistics Provider, it is a good idea to try some independent trial and error. Some of the following types of keywords can help attract the best site traffic to your site:

Long-tail keywords are keyword phrases that are several words in length. They can help drive targeted site traffic instead of generic site traffic. Long-tail keywords such as, “fastest sports car repair” can often drive more relevant site traffic than a similar keyword such as “car repair.”

Keywords with geographic locations. Small local businesses can capitalize on keyword phrases by using a specific geographic location.

Brand names and business names. It is important not to underestimate the importance of brand recognition whether it is the name of the business or a brand of items sold by the business.

The right keyword strategies often involve a strong element of guess and check for small business owners and internet marketing experts alike.

Remember AIDA when Writing Copy

Attention. Interest. Desire. Action. Basically, AIDA is the process that you want your site visitors to go through. Grab their attention with the right PPC advertisement, grab their interest with the right landing page, increase their desire to patronize your small business, and made everything easy enough for them to act (i.e. patronize your local business or make an online purchase). In the end, AIDA sums up the path to marketing success. Build the right amount of hype to get people excited about your business before they walk in the door.

Monitor Data and Assess Goals

There are about a dozen meaningful data points that can be used to assess the efficacy of any give PPC campaign. Furthermore, there are a number of different ways small businesses can best measure data points such as conversion rates based on the returns of an average sale. Ongoing assessment of the efficacy of PPC campaigns is integral to long-term success.

Effective PPC In-House is a Reality

Small businesses can successfully manage PPC campaigns in-house. It is important to remember that the majority of PPC success is based on business and marketing basics (e.g. budgets, AIDA, data analysis). Small business owners can reasonably learn keyword basics, follow a few online tutorials, and drive the right site traffic using in-house PPC campaigns.

PPC Advertising for small businesses

We all know what is PPC Advertising. In a nut shell, it is online marketing or internet marketing. But did you know that PPC Advertising can be very beneficial for small and medium sized businesses who have a limited budget.

Traditional advertising channels like newspapers, radio, television were very costly and could be only afforded by companies with huge advertising budgets. Further, the biggest down side to these channels of advertising was that it was impossible to measure anything about these advertising campaigns.

How is PPC Advertising Beneficial

PPC or Pay Per Click Advertising is really like advertising in the 21st century. It has many benefits when compared to traditional channels of advertising.

Economical channel of advertising
Unlike traditional channels , the advertisers spend very less. Here the ad is display on search result pages in response to a search query, if the ad gets clicked, then only the advertiser is charged.

Relevant Channel of Marketing
I personal feel that old advertising channels were blind methods of marketing. You just advertised in a hope that some one will see it.
But PPC advertising is different, here the ads are only shown to potential customers who are looking for the concerned service or product, the chances of conversion are very high here.

PPC Advertising can be Geo Targeted. 
For a small business offering services in a limited area, the geo targeting feature of PPC advertising is a big asset. Business owner can choose to advertise in only a city / town or even can target potential customers in a fixed radius around there office / service center.

Lets take the example of a fastfood outlet that only delivers in a radius of 10 km from there outlet. They can choose to advertise in the specified area only.

Control over budget
As advertiser, you enjoy complete control over advertising spendings. You can setup an maximum bid price for a click and even set a fixed daily budget. Suppose, you set a max bid price of $ 2 and a max daily budget of $ 100.
Here you will not be charged more that $ 2 per click and in addition your ad campaign will stop when your total spend for the day reaches $ 100.

Ad campaign schuduling facility 
This is very useful for seasonal marketing where the advertiser want to advertise on a fixed schudule, like on sundays only or between 2 pm to 7 pm only. A super mall having a sale of 50% between 2 pm to 4 pm can choose to advertise between these times and save advertising dollors.

Highly measurable 
There are many online tools avilable that can give advertiser acqurate information regarding there ad campaign. Advertisers can learn about the maximum and minimum price they paid for clicks, the location of the visitors, the time they spend on website, how many pages they viewed, even the hardware they were using.

Web Analytics

In the past websites were just a bunch of static pages namely home, about us, services, products and contact us. The site owner hardly cared about there websites and no one even thought of tracking the number of visitors or studing visitor’s behavior on the site.

But with time, things changed, today website are a campanies identity and ample attention is given to ensure that it stays uptodate and gets quality traffic.

Campanies spend thansands of dollors in SEO and PPC advertising, just to attract visitors to there website and increase conversion. Web analytics gives them the much needed feedback regarding the result of there SEO and PPC ads campaigns.

How web Analytics works?

Web Analytics uses a script snipet code placed on the server side which tracks every visit and updates that information into a database. The script also tracks details like the visitors city or country, avg. time on website, how many pages he visited, if he is a new or a returning visitor, did he fillup the contact form or not and many more.

With this information in hand site owner can analysis the result of the online marketing campaigns. He can now take decisions regarding the implementation tactics like SEO, SMO and PPC advertising.