One of the challenges small business owners have is not knowing which advertising strategy is best for their company. Advertising can be expensive, so looking at which strategy brings the best return on investment is ideal. Chances are during your research, you’ll find pay-per-click advertising is one of the top methods small business owners use. 

It works by placing advertisements strategically on search engine platforms, social media, and other websites so consumers will see them. The best part is you only pay for the advertisement if someone clicks on it. Here are several tips to help make your pay-per-click advertising campaign a success.

Start Small And Work Your Way Up

With PPC marketing, you should set a budget that could give you an ROI, but won’t break the bank at the same time. There’s not a specific amount of money you need to invest since every business is different. It’s usually best to start low at around $300 per month. Use your first month to analyze metrics and make adjustments to boost your success, which we will explain later. Starting with a low budget can help fine-tune your PPC marketing strategy without wasting a lot of money.

Be Selective And Thoughtful With Keywords

Using the right keywords is a big factor for successful pay-per-click advertising. You want to choose common words people would search for relative to your business without being too obvious. Competitive and common keywords can end up costing more, so your ROI could suffer. So if you have a car detailing business, you may use keywords like “mobile vehicle detailing” rather than “car detailing” since the latter is likely used more by your competitors.

Use Your Location As Part Of Your Keywords

The best PPC strategy will use your location so you can hone in on your target audience. When a customer sees your advertisement for a service they need and the location is close to them, they are more likely to click on it. You could be as general or specific as you want with the location, from the state to the city or even the specific neighborhood. The location keywords you choose are dependent on the stage of your business and can change regularly.

Be Brief And Clear With Your Ad Copy

You have a very limited number of characters you can use in pay-per-click advertising. Make the most of every word so people know exactly what your business has to offer. This is not the opportunity to be clever or catchy. Instead, your challenge is to explain how you can solve a customer’s problem in one or two sentences.

Try To Incorporate A Call To Action

Even though there are a limited number of characters in each PPC ad, you should still incorporate a call to action. This can be as simple as “Call today” or “Text us.” Consumers need guidance on what to do next, so a call to action is essential. By telling them to call or text you, they’ll need to click on the advertisement to get to your website and find your phone number. This will also generate valuable website traffic to help your SEO.

Always Strive For Mobile-Friendliness

You never know how a consumer will be viewing any given website. Many times people use search engines when they are on the go to find information they need quickly. While your PPC ad will show up just as well as the search engine results, be sure to make your website mobile-friendly. If the landing page your ad leads them to is difficult to view on a mobile device, then they’ll likely leave and you wasted money and an opportunity to create a new customer.

Analyze Metrics And Adjust Your Strategy

Some of the common metrics to review in pay-per-click advertising include conversion rates, click-through rates, and cost per conversion. If you’re receiving a good number of clicks, but your conversions aren’t where you’d like them to be, then you should focus on improving your website. While PPC marketing can be very effective, it takes time and effort to analyze metrics and adjust your strategies to get the best ROI.

Retargeting Can Increase Conversions

Retargeting means showing people your advertisements more than once. So if someone clicks on your PPC ad from a search engine to view a particular product, then consider displaying an ad on social media they can see also. The thought process is if someone is interested enough in your ad to click on it, then they are likely interested enough to purchase a product. Some people just need to view it a few different times until they are ready to buy, so that’s where ad retargeting can be valuable.

Work With PPC Experts To Make The Most Of Your Money

Pay-per-click advertising is simple, but there can be a learning curve if you’ve never done it before. The good news is you can work with PPC experts to ensure you have the best advertisement displayed. They can also help with your website so the landing pages are optimized for the best customer viewing.

Our PPC experts at iwebcontent can help maximize your ROI with pay-per-click advertising. It’s one of the most popular advertising strategies business owners use and we can get you started the right way. Don’t hesitate to contact us to schedule a consultation to tell us more about your business and learn how we can help.