Quick Guide: How To Market Your Small Business With Pay-Per-Click
Small business online marketing is all about driving more leads to your business, building your online presence, and ensuring a consistent brand experience for everyone who comes into contact with your enterprise. But, setting up a paid search campaign with Google AdWords or Microsoft Advertising can be overwhelming — where do you start, exactly? Here are a few effective ways to boost your pay-per-click (PPC) marketing strategy:
Target a Specific Location: Utilize your campaigns’ location targeting to only show ads in the specific area your business serves. For example, you can target a mile radius around a store, or you can select zip codes or cities. Also, make sure to use negative location settings for areas where you do not want your ads to show. Location targeting ensures your ads are only reaching customers in your service area.
Implement Location Extensions: If you have a Google My Business account, link it with your Google Ads account to use location extensions. A location extension shows at the bottom of your ad and displays your address along with a Google Maps hyperlink. Location extensions make it easy for people to find your location and these clicks can also be found in Conversion Actions under Local Actions – Directions.
Use Granular Campaigns: As your business grows, so should your PPC campaigns. If you’re expanding, make sure you’re also using more campaigns to holistically target searches. An example would be to utilize multiple Search Network campaigns in addition to Display Remarketing and Remarketing Lists for Search Ads (RLSA).
Check Your Search Terms Report: This one is especially important for small businesses since you’re likely to have a lot of competition. Be diligent about checking your search terms report and add irrelevant searches to your negative keywords. Make sure your negative keywords are in the correct match type, otherwise these terms will pop up again.
Add a Call Extension: If your business has multiple phone numbers, make sure to add your customer-facing number as your call extension. This allows people to call right from the Google search results page for quick questions they may have.
Include Your Promotions: If you’re running any promotions specific to your location, include them in your ad copy and ad extensions. You can even build out specific campaigns for promotions with start and end dates. This ensures your ads stay on top of your regular promotion schedule and distinguish your venue from other providers.
Integrating these strategies into your paid search marketing campaigns will boost your small business while increasing brand awareness and strengthening your online presence — helping you maximize your return on investment.
