Taking advantage of pay-per-click (PPC) campaigns such as Google Ads or Bing Ads can increase traffic to your website and get your business more easily found by your target audience on the web. However, while these campaigns are relatively easy to set up, they’re also easy to waste money on without a strategy.
Having professional insight into your PPC campaign can help increase your success as a small business and ensure that your advertising budget is having the most impact. Here are five tips for improving your PPC approach as a small business!
1. Create and Utilize a Negative Keywords List
You know it’s important to use keywords that you want your business to rank for. However, many small businesses don’t realize that they should also have a negative keywords list, or words that they don’t want their business to rank for.
Creating and maintaining a negative keyword list will filter out words you don’t want your ads to appear for. Examples of these terms could be keywords such as free and cheap, or perhaps specific names of your competitors.
2. Set Up On-Site Call Conversion Tracking
With Google Ads, you can generate code which can be added to your website that will dynamically create a different phone number for viewers who visit your site after clicking on an ad. This feature will help you track conversions on your site.
If a web user calls that number, it can be tracked as a call conversion. Additionally, you can set the length of time of a call that would equate to a conversion. We generally say between 45-60 in terms of length of a call equals a conversion.
3. Utilize the Full Suite of Ad Extensions
Along with the main body text of your ad, you have a range of extensions to create, such as call extensions where your phone number appears, extensions showing links to your website, and call out extensions where you can put your own specific messaging.
These extensions make your ads more engaging and provide more clickable content, which helps generate more traffic to your site, which, in turn, can result in increased conversions and sales.
4. Divide Your Ad Scheduling by Several Time Blocks Throughout the Day
By breaking up your scheduling for your ads, such as into blocks representing morning, afternoon, and evening, you can see which time of day is more productive for your ads. With this information, you can then increase your bidding for specific times of day rather than doing it for the entire day.
Dividing your ads in different times throughout the day like this can help you narrow down your most successful times for better strategy. We’ve found that, for many clients, Monday mornings are a productive time, and we can determine this information through this type of setting for improved PPC campaigns.
5. Be Wary of Keyword Matching
It’s very easy to waste your ad budget by not targeting your keywords correctly with PPC, so we advise against using broad keyword match. Why?
Broad keyword matching can show your ad for many phrases that are not directly related to your subject matter or to the audience as you want to target. What this means is that you can waste advertising dollars on an audience that’s not likely to be interested in your products or services. Targeting a specific phrase or exact match is generally a better way to go.
Need Expert Insight into Your PPC Campaign?
When leveraged appropriately, PPC can help you see huge gains as a small business. Do you need expert insight into what can be improved about your campaign, or need a more comprehensive strategy for success? Contact us at Gazz Consulting today to find out how we help small businesses just like yours to increase their success with PPC!