By far, the most effective way to attract new customers is through a PPC advertising campaign. PPC ads are the most inexpensive way to market your products to new customers. In fact, PPC ads reap the highest conversion rates — that is, the percentage of users who actually click on the ads.
If you are a small business owner, you understand how important it is to track metrics and use data to make informed decisions when it comes to boosting your brand awareness. Google AdWords is a great way to keep track of your online conversions, as well as split-test your ads and landing pages to ensure that you are getting the most out of your PPC campaign.
How to Improve Your PPC Ads and Grow Your Small Business’s Visibility in the Saturated, Digital Arena
Tip #1: Be Sure Your PPC Campaigns Are Mobile-Friendly
The number of people spending time on mobile devices continues to grow at a rapid pace. In fact, Google just released data that shows that mobile accounts for more than 50% of all digital media consumption. If you don’t have a mobile-responsive site, you’re missing out on a huge opportunity to connect with customers.
Tip #2: Make Sure You’re Present Where Consumers Are Looking
There are so many different places you can advertise your business, that it’s easy to get overwhelmed. The easiest way to get started is to start with the free options — Facebook, Twitter, LinkedIn and Google+. With that in mind, уou need to ask yourself where your target customer spends most of their time. Is it Facebook? What about Twitter? What about Instagram?
How do you know? You need to conduct a competitive analysis to get a clue about where your customers are in the vast, digital space. Consequently, if you know that most of your customers are going to be searching for your products or services on specific search engines, make sure you are listed on those search engines.
Tip #3: Use Retargeting Campaigns to Make the Most of Your PPC
PPC is a great way to generate new leads and turn them into loyal fans and customers. However, if you are trying to reach a specific audience, it can often be difficult to pinpoint who that customer base is.
One of the best ways to do this is with a retargeting campaign. A retargeting campaign will allow you to market your products to users who have been to your website and have not converted. This offers you another chance to make an impression on the user, which can be worth its weight in gold when working within a budget.
Tip #4: Boost Your Quality Score
Sometimes, you will find yourself in a situation where you are getting a lot of impressions, but you are not seeing a lot of clicks. This is a common problem because you are bidding on a lot of different keywords at once.
It is easy to get frustrated with these numbers, but your internal dialogue must be kept positive at all times. With that being said, you need to check your Quality Score and make sure that you are not getting dinged for any reason. A Quality Score is an indicator of the quality of your traffic. Google wants to make sure that its users are getting a consistent experience with each click.
There are a number of things that quality score factors in. Your ads, landing pages and call-to-action are all things that Google will take into consideration when it comes to your Quality Score.
The Bottom Line: The Role of Your PPC Campaigns in Boosting Awareness for Your Small Business
In today’s digital world, it is vital that you have a strong online presence if you want to grow your business. You can do this with a PPC campaign. Some of the most successful small business owners have been able to grow their brand’s awareness at a rapid rate with the help of PPC.
In the end, there are a number of ways that you can grow your visibility online with the help of great PPC practices. In addition, the more time you spend analyzing the data, the more effective your PPC campaign will be. With that being said, there are a number of free tools that you can use to help you understand what data is relevant and what data is not.
If you’re looking for help with your Google AdWords campaign, feel free to reach out to us at Pay Per Click Authority. We have a number of experts on staff that are happy to answer any questions you may have.
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