PPC for SMEs is definitely not as simple as it seems. There are many different elements that come together in PPC in order for it to be an effective digital marketing strategy. PPC campaigns can be created across an array of platforms. But before you decide on the best PPC platform for your SME the best PPC platform for your SME you have to learn the basics. So what are the essentials you need to know to ensure your first PPC campaign for your SME is successful?
If you’re already familiar with the basics of digital marketing then you probably already know the importance of keywordsthe importance of keywords, especially when it comes to SEO. Therefore it is no surprise that keywords are just as important when it comes to PPC advertising. In the case of PPC, keywords are a set of words or phrases that you think your potential customers will be looking for across PPC platforms. This could be search engines, social media channels or even online market places. To find the best keywords you could ask a friend or family member to try and find your business online without using it’s name. For example, if you run a pottery studio in Chelsea, your guinea pig could type in something like “pottery classes London”. Alternatively you could also use online tools like Google’s keyword planner to find the best keywords for your PPC ads.
Now that you have your keywords, you need to implement them across your PPC ads. This can look different on different PPC platforms. However, what all platforms have in common is quality. The quality of your ads is imperative if you want to get the best positioning, most impressions and highest clicks on your ads. The best way to ensure your PPC ads are of a high standard is to just use common sense. Does the ad read well and make sense grammatically? Is everything spelt correctly? Does the ad lead through to a relevant landing page? Does this landing page have valuable, well-written content that relates well to what was being advertised? All of these things comes together to create a well received ad.
Like any digital marketing advertising venture, it’s important to consider your competition. Head over to your PPC platform of choice and take a look at a few of the businesses that are popping up. Does the competition seem fierce? Are there alot of PPC advertisers or just a few? What do their ads look like? Where do their ads lead? Make note of what you think works well for them and what doesn’t. If there is alot of competition – don’t be disheartened. Just know that it may take a bit more than getting the basics right in order to come out on top.
Competition usually drives up costs on PPC platforms. This is especially true when we’re talking about platforms like Google AdWords. If there is more competition Google can charge a considerable amount for every ad click. If you’re noticing that your ad forecasts are looking rather expensive, don’t despair. There are ways you can reap results with a tighter budget on PPC. You just have to strategise differently. Instead of going straight in and bidding on keywords that are rife with competition, think of lesser known ones that are similar or more specific. For example, the keyword “art gallery London” is always going to be more expensive that “art gallery Wimbleon”.