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.
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.