Welcome to episode 19 of Blue Square SEO & Digital Marketing Podcasts. In this episode I talk about pay-per click marketing strategies and 7 PPC Marketing Tips For Beginners To Safe You Money in 2021.
Attracting visitors to your website takes time and a great strategy. This is especially holds true when you are using SEO, also known as search engine optimization. What a lot of small business owners are finding to be quicker and just as effective are pay-per-click advertising. The biggest of which is Google Ads. Then you have other platforms that include Bing, Facebook, Instagram, LinkedIn and Twitter.
By implementing PPC marketing ads into your digital marketing campaign, you can target specific people at certain times of the day right away. With SEO, you have to wait months before you get a chance to achieve a ranking that will allow your site to be found by your potential customers, clients or patients.
PPC marketing can be highly effective for small businesses, especially those that have shops or stores, since they can target local audiences. Just keep in mind that SEO is part of building a successful PPC campaign. While you are creating your ppc strategy, make sure not to make these seven common beginner mistakes, otherwise you could find that you are spending your budget on wasted clicks!
Listen to the podcast below to save money on your paid advertising campaigns.
Here are a few some statistics about pay-per click advertising:
Hello everyone and welcome to another episode of Blue Square SEO and Digital Marketing Podcast. I’m your host, Paul Birkett, from Blue Square Management, and in today’s podcast I’m going to be talking about Google Ads tips pay per click advertising strategies and 7 mistakes that will quickly spend your pay per click advertising budget.
Attracting visitors to your website takes time and a great strategy. This especially holds true when you are using SEO, also known as search engine optimization. What a lot of small business owners are finding to be quicker and just as effective are pay-per-click ads. The biggest of which is Google Ads. Then you have other platforms that include Bing, Facebook, Instagram, LinkedIn and Twitter. By implementing PPC ads into your marketing campaign, you can target specific people at certain times of the day right away. With SEO, you have to wait months before you get a chance to achieve a ranking that will allow your site to be found by your potential customers, clients or patients.
However, this doesn’t mean you should choose one over the other. Pay-per-click advertising can be highly effective for small businesses, especially those that are brick and mortar, since they can target local audiences. Just keep in mind that SEO is part of building a successful PPC campaign. While you are creating your strategy, make sure not to make these five common beginner mistakes.
Your first intention when you start searching for keywords to use for your PPC campaign is to find all the relevant keywords that have high search volumes. Unfortunately, search volume of a keyword alone is not going to ensure the profitability of that keyword. This is because it may not have a buyer intent behind it. If your buyers are not clicking on it, then your traffic will not convert.
The search queries you choose i.e., the keyword phrase people will type in to find your business, should be carefully thought out. Research will have to be performed to determine how your target buyers are finding your business. If you already have Google Analytics and Google Search Console connected to your website, you can use that to find this out.
The keyword phrase should be quite specific. For example, if you see the key phrase ‘home insurance’ and it has over 15,000 searches per month and costs $26 per click, this is not a good option. Home insurance is too generic. What would be better is ‘buy home insurance’ or ‘home insurance quotes’, especially if they have a high search volume.
This feature in your Google Ads and PPC campaign can and should be used. If your local business sells handmade furniture, you may have people searching for DIY articles and videos about making handmade furniture. So, you want to make sure that you eliminate those DIYers, since they are not looking to buy. You could eliminate keywords like ‘DIY’, ‘How to’ and ‘video’. Controlling you traffic will ultimately enable you to control your PPC budget.
When people click on your business ad, where are they taken to? If you are not sending them to a landing page that will help them to convert into paying customers, clients, or patients, then you need to rethink your strategy. A common mistake made by beginners is driving traffic to a home page or contact page.
When someone clicks on your ad, they are interested in whatever it is your business offers. The page they land on should help them find more information about your product or service and how to purchase, aka sealing the deal. Otherwise, you will have frustrated individuals leaving your website within seconds, sending your bounce rate soaring, and costing you money!
Your best bet is to create specific landing pages to use for your pay-per-click ad campaign. You can then offer special deals to the incoming traffic. The ads should also be related to the copy in your pay-per-click ads. To do this, build a landing page for each and every offer you have.
You will not know what works until you test it out. Guessing what you think will work and then failing is going to quickly deplete your PPC budget. Split testing, also known as A/B testing, can be used to determine which ads perform the best. You simply create two or more slightly different variations of an ad and watch them for a few days or weeks.
What you should be paying attention to is the quality of the traffic, versus the quantity. It is better to have a lower amount of converting traffic than a high amount of non-converting traffic.
An example would be to have one ad say ‘Save 25% on Bed Sheets’ and another that says ‘Buy Bed Sheets 25% Off’.
If the issue with your PPC campaign is that you are running out of money too quickly, then there is an issue with your strategy. If your ads are only running half the day because the budget depletes before giving you the results you desire, then you will have to either raise your budget or use ad scheduling.
As a small business, you may struggle with the idea of increasing your budget, after all it is the reason why you created that budget in the first place. If this is the case, you should look at using ad scheduling to help keep traffic coming in during the times of day your target buyers are shopping.
To determine this, you are going to have to find out what time of day and which days of the week your buyers are converting. Using this as your schedule will help you to get more out of your campaign, without having to break your bank account.
There are a few other ways you can get more out of your smaller budget:
When you own a small brick and mortar business, the goal of your PPC campaign is to drive in local traffic. Keep in mind that you should be using specific keywords that include the names of your city and surrounding cities and towns.
You must allow time for any changes that you make to your campaign to work. Also, it is much better to make small changes and see what effect they have rather than making multiple changes. If you make multiple changes within one ad group for example, you will struggle to see which change had an effect.
Tie in these seven tips and you should be able to save your PPC campaign and your budget, whatever advertising platform you use.
I hope you found this episode helpful and see you in the next Blue Square SEO and Digital Marketing podcast.
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If you need help with your Google Ads pay per click advertising campaign and want to increase your return on investment, get more customers, clients, patients, sell more products or services, Blue Square Management can help you. We are a certified Google Ads Partner. We work closely with Google Ads and between us get our clients the results they want.
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