The field of digital marketing is highly complex. With so many different strategies to try, brands and agencies are often confused about the ones that can deliver the highest ROIs.
One such strategy that is often misunderstood is PPC or Pay Per Click Campaigns. This form of Paid Advertising is something smaller brands usually try to steer away from. The reason?
Smaller businesses feel that PPC campaigns are only meant for bigger brands with a lot of capital to burn. However, it turns out they cannot be further from the truth.
In this article, we shed light on 3 inexpensive PPC strategies you can use today as a brand with a small budget. We have tried and tested each one of these and are happy to state, they can help you improve performance and results from your paid advertising.
If you are a small brand or an agency looking to run the most effective PPC campaign, make sure you read it till the end of the article.
List of 3 Inexpensive PPC Strategies you can use today
1. Changing the Targeting to Low Competition and High Intent Keywords
Big brands have huge marketing budgets. This enables them to target any and every keyword under the sun. However, small brands cannot do the same. To get conversions, they need to target a specific type of keyword.
According to a leading pay per click management company, the key is to target high-intensity keywords that have low competition. By intent, we mean keywords that demonstrate a strong purchasing behavior. This means going specific and niche-oriented.
For example, rather than target ‘sports shoes’ which are high in traffic search but generic, you can target ‘marathon shoes for men’ or ‘gym shoes for women. This enables you to get the customer at an evolved stage of their buyer’s journey. This also helps reduce the Cost-Per-Click.
2. Using Smaller and Varied Ad Groups in the Campaign
Experienced PPC marketers point out that smaller brands who are on a budget should focus on creating smaller ad groups. Stretching your resources too much would lead to a dilution brand’s offering in front of the target audiences.
For example, if you are a Pest Control Company that has started by offering Sanitization Services during the pandemic, it would be best if you run two separate ads. This will not confuse the people looking at availing of sanitization in their homes, thinking that this is a pest control company.
Running smaller ad groups allows you to maintain focus and boosts conversions. It also helps cover all the services that your brand is offering in a targeted manner.
3. Running Careful A/B Testing on your PPC Campaigns
If you are expecting to run the perfect campaign the first time around, think again. Not even the most brilliant PPC experts can get it right. This is why all of them swear by rapid A/B testing of the PPC campaigns when they roll it out.
Create two PPC campaigns and run them for a couple of days. Analyze the kind of feedback and data you are getting. As soon as you start seeing a small trend or pattern emerge, end the campaign that is a bit on the slower side.
This will help you dedicate your best resources and ads to the audiences. Indeed, the trial and error will initially cost you a little, but for long-term successes, A/B testing is completely non-negotiable.
The Final Word
Many experts also point out that other strategies like fixing manual bids on Google, utilizing remarketing in the best manner, and accurately reading the data is the best way towards optimizations. Smaller brands need not fear PPC campaigns.
If you can integrate the steps and strategies that we have outlined, you will be able to give the big boys a run for their money. PPC is not tough. Rather it requires thoughtful planning and considerations.
The key is to stick to the basics and try to do the things that others are not doing. While you may not have the budgets, you most definitely have the tricks and tips of the trade to be successful.
If you would like us to share any more tips, tricks, and strategies on PPC, drop your queries in the comments below.