Pay per click advertising is a powerful new way for small businesses to reach important audiences. Simple setups and the ability to establish daily budgets makes advertising for your small business something that anyone can do. This is a good thing for small businesses, but it makes self-education all the more important. Though getting started with a pay per click campaign is easy, there are a few tweaks that can help you target the right audience and optimize your spending. You should take note of these four things that will hone in on the right people and deliver your message to the right people.
1. Brainstorm and Execute Negative Keywords – Negative keywords serve to exclude your ads for potential display to people who use said keywords. For example, an all girls boarding school might use “prestigious”, “boarding”, and “school” as keywords. Someone interested in an all boys or co-ed boarding school would be shown the ad for the all girls school if they searched “prestigious boarding schools for boys”. To avoid something like this, include discerning negative keywords that filter out related but distinct web traffic. You pay for every click, and you don’t want to waste money on those who are looking for something fundamentally different.
2. Remarket to Existing Leads – Remarketing refers to the practice of using cookies to mark every user who has been to your website and place them on a list that will be targeted for advertising. Remarketing is great for making sure your advertising budget is spent on the right people. If someone has been to your website, it’s more likely that they are in your demographic. Additional ads remind them of their visit to your website and provides another touch point.
3. Limit Display Times – What time are your users requesting more information, giving your contact information, or making a purchase? If you have a good idea of this behavior of your market, optimize your ads for this timeframe. You can choose when your ads are displayed, so don’t waste your budget in the morning and miss out on business in the evening.
4. Keyword Your Competition – Try to get a sense for what keywords your competitors are using by doing some research via Google. Search for keywords you’d like to be competitive for and get a sense for what comes up. If you have a direct competitor who is already all over adwords, you’ll want to compete with them for some of these words. It’s also legal and common practice to use your competitor’s name as a keyword for your ads as well. It might seem aggressive, but the truth is that someone is probably already doing it to you.