Are you wanting instant visibility for your local small business or ecommerce website? Do you not have the resources (or time) to implement a solid SEO strategy to get the ranks without paying the search engines? Well, Tech-Critic’s Google AdWords Certified Professionals are here to help you with some simple DIY for your PPC. A search engine’s paid search user interface can be daunting to navigate for the average searcher, but we’ll pass along some expert wisdom to help out the community with these strategies:
- Use Broad Match
Broad Match is a nifty modifier to get your product or service in front of your target consumer’s eyes on a less targeted approach. For example, you might be an online shoe retailer who carries many different types of shoes, so to broadcast your business beyond just the “shoe for sale” keyword, use Broad Match to pick up on people making related searches. If someone is searching the brands you carry, or if they are using a variation of shoe (tennis shoes, heels, cleats, etc.), you’ll be sure to pop up in the results. This tool is also excellent in picking up on misspellings, plurals, and other close variants that people type in a search bar.
- Use Negatives
Negative keywords help you reach the customers you’re most interested in reaching by reducing your ad appearance in irrelevant searches using the same keyword. This effectively reduces senseless budget spends. For example, continuing with the shoe reference, you sell only tennis shoes but your ad is popping up in “tennis” or “horseshoe” related searches. When someone clicks on your ad, it will result in you getting charged for the click, a high bounce rate, and not getting a good ROI. So manage your negatives well, because in this case, two negatives do not make a positive!
- Don’t Just Focus on Google
Bing and Yahoo need love too, especially if you’re running a big budget pay per click campaign. This ensures that you reach a wider audience base thus drastically enhancing clicks and impressions. Bing Ads are grabbing about 20% of the search engine market share and Yahoo is grabbing a healthy 13% (at the time this blog is written). Allocate funds appropriately since both Bing and Yahoo are about half of Google’s market size (65%). If you’re running a low budget PPC campaign, say under $1000 a month, it would be more logical and efficient to focus on Google solely.
Google has already come out this year and said that mobile search queries are now ahead of desktop searches on their platform. However, marketers are still dumping massive amounts of money into desktop geared ads. Doesn’t make any sense, does it? This is why you should set up mobile text ads, mobile site links, and definitely a mobile call extension. These changes could mean more conversions, thus more money in your pocket.
- A/B Test
This point here is a bit on the time consuming side. That’s why our clients tend to have us manage their entire PPC campaign from start to finish to remove that responsibility from their to-do-list. A/B testing is important to see what works and what doesn’t, what’s converting and what’s not. Not all ads are created equally, so make sure you tweak wording, link placement, land pages, etc. on at least a weekly basis to get solid reporting at the end of the month and with that valuable information at hand, you can carry it on to the next month and just repeat the process.
If you have any questions regarding any of this information, be sure to contact us to get additional help from our expert search engine marketers. Read more on PPC on our website by clicking here. Tech-Critic is your one stop shop for all your digital marketing needs whether it’s SEO, PPC, social media, or web design. We’re a full service digital agency with your success in mind.