15 Tips for Small Business PPC

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1. Figure out your search terms

• Not what you call your products, what searchers are calling your product

• Use Google Keyword Tool

• Use Google Instant Search

• Check out your competitors

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2. Separate the campaigns into tight ad groups

• Increases the relevancy of the ad

• Increases the click through rate (CTR)

• Ex:

• “Atlanta used cars”

• “Atlanta use cars for sale”

• “buy Atlanta used cars”

• “Atlanta cars used”

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3. Use “Phrase” and “Exact” matching exclusively (forget “broad” match!)

•Increase quality of traffic

•Increase conversion-rate of your traffic

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4. Include the keyword target in the ad copy

• Search engine BOLDs the words that were searched

• Puts emphasis on important phrases

• Another reason for tight ad groups

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5. Calls to Action in the ad copy

• Use strong language to influence clicks

• Ex:• “Buy Now!”• “Shop Here”

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6. Discourage clicks in the ad copy

•Discourage clicks that won’t be profitable

•Inform of your conversion action if ad is clicked:

• “Click to sign up” = There will be a sign up form

• “Buy Now” = This is a storefront not a Wiki article

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7. Use negative keywords

•Excluding words like “jobs” will remove clicks from job seekers

•Negative keywords can increase campaign effectiveness by 20%+

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8. Use day parting

•Use Google Analytics to decide on day vs. night

•B2B search are generally best in 9-5 time slot

•Beginning of the week can have higher conversion %

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9. Use geo-targeting 

•Only include areas you ship to

•If service oriented, limit range on areas served

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10. Don’t offer mobile if your site can’t handle mobile

•Not going to convert unless your site is optimized for mobile

•Easily add mobile configuration on Wordpress sites with Wptouch

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11. Look at the traffic coming in

•Analyze keywords that are driving traffic

•Add negative keyword for traffic you don’t want

•Consider add new keywords that are driving traffic

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12. Don’t increase your bid to get to the number one spot

•Focus on increasing relevancy and quality score

•Create better landing pages to increase ad positioning

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13. Turn off the Content Network

•Not the best option for limited budget

•Generally, lower ROI than search

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14. CTR is king: always test and improve ad copy

• Test, test, test

• Higher the CTR the higher your ad positioning will be

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15. Set a daily budget limit

• Sudden jump in clicks can cost a fortune

• Allocate wisely over the course of the month

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