Pay-per-click (PPC) marketing can be an extremely valuable strategy for any business, but particularly startups trying to get their foot in the door. The problem is that as a new business, you likely don't have a large budget for potentially expensive projects such as online advertising, and may not have the knowledge to develop an effective strategy that's going to give you the ROI you need.
PPC can be an endless, overwhelming undertaking, so we've outlined five expert PPC tips for new businesses so you can master the world of online ads before your competitors beat you to it.
One of the key first steps to any marketing strategy is to know exactly to whom you're marketing. This is even more relevant when it comes to PPC as you will be targeting specific keywords that match up to the search intent of the user. Before you put together your campaigns, consider what it is that your audience will likely be looking for, and pull together what you expect their journey through your site to look like once they reach your landing page. Are you answering all the questions they might have about your product or service? Is it easy for them to make a purchase from you? Understanding your audience is about more than just knowing what they're looking for — you need to consider how they will reach you, the kinds of content they will want to consume and their potential barriers to purchase.
Once you have a thorough understanding of your target audience, you need to consider why they would want to purchase from you specifically. What is it about your solution that stands out, or that solves their particular problems? Identifying your USPs (unique selling propositions) will also play a key role in creating the copy for your PPC ads. You will need to include your USPs if you have any chance of drawing the user in and encouraging them to click on your ad.
A mistake startups often make is focusing solely on marketing a specific product rather than looking into the problems they are solving for their audience groups.
A mistake startups often make is focusing solely on marketing a specific product rather than looking into the problems they are solving for their audience groups. Keyword research will help you to define what it is that people are searching for and will inform your decisions as to which landing pages you should be targeting with your PPC ads. AnswerThePublic is another interesting tool to discover what is being asked about your specific industry online.
A well-researched strategy is useless without compelling writing to support it. Your PPC ads need to stand out, but that doesn't have to bust your budget. If you can include your key USPs, some valuable information and a clear call to action in your ad copy, you could be onto a winner.
Of course, the copy you will be using in your ads will also largely depend on whom you are targeting and why. While there are character limitations to keep in mind, you can still establish a clear tone of voice by choosing vocabulary to suit the style of your brand and entice your prospects. For small businesses specifically, this could be a simple case of demonstrating your uniqueness through the content of your ads.
Remarketing is a brilliant way to capture the prospects who have slipped through your fingers the first time around. Allocating some of your budget to a remarketing campaign could secure the warm leads who already expressed a level of interest in your site, and could also give you some interesting data insights as to how many people are returning to your key landing pages.
For new businesses, it can be difficult to get started with PPC advertising without having any previous data insights to rely on, but unfortunately the only way to change this is to get started as soon as possible! Even with some small, low-budget campaigns, startups can begin to see results (both good and bad) and learn from them for future campaigns. The mistake that is often made is that business owners dive into PPC, blow the budget and don't come back to check performance metrics on a regular basis. Continuous monitoring and A/B testing is the only real way to achieve ROI from your PPC efforts.
If you're looking to set up some PPC marketing campaigns for your new business, hopefully these tips have given you some insight as to what you should look to include (and avoid!).
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