As a small business owner, you and your team work hard to make sure your business stays afloat. To achieve that means working long hours, stretching every dollar, and making sure your business is able to get the most out of every resource being used, including PPC marketing.
According to a study done by the US Small Business Administration, nearly two-thirds of all small business owners claim to be responsible for marketing their business. This is not always a good idea. As a small business owner, you’re probably already spread too thin because of being responsible for multiple areas of your business. Keeping that in mind, here are the top ten PPC trends to make sure you get the most out of your marketing efforts.
1. Focus on a Few Core Channels
If you’re going to do your small business marketing yourself, you might have done some research beforehand. That research may have given you a lot of information on multiple marketing channels that you could use to spread the word of your business. However, not all of these social media platforms are going to be effective in promoting your brand.
The trick is to focus your attention on those platforms where your target audience tends to spend the most time. Since different social media channels attract different audiences, it is up to you to find out those platforms where your audience spends the most time and then create content exclusively for those platforms to attract your audience.
For instance, if your company caters to an audience that’s above 30, then Facebook is probably your best bet. If you cater to teens, then you can create content for marketing your brand on Instagram, Twitter, and Snapchat. The idea is to target those platforms which are most likely to have more of your target audience.
The biggest challenge for online marketing for small businesses is finding the right platform to target, which is why many small business owners prefer hiring a dedicated digital marketing service for their digital marketing needs.
2. Use Remarketing Tactics
Remarketing is going to be a necessity for those who want to get higher CTR and conversion rates. But it is going to take more than just adding action words such as, “BUY NOW” to grab the consumer’s attention. PPC marketing will be more effective when businesses finally realize the importance of figuring out where their potential customers (who aren’t ready to commit) are in the purchase cycle and use their PPC marketing accordingly.
3. Tweak Your PPC Ads, then Tweak Them Some More
Small businesses are going to need to rethink the way they use their ads, mainly because PPC ads can be expensive if you’re taking the wrong approach. To make sure that doesn’t happen, it is going to be important for businesses to focus on those ad copies that convert well and tweak the ones that are not. The trick will be to create multiple headlines and test them to find out which one works best.
4. Consider Video Marketing
Video marketing has out-raced and out-performed all other modes of marketing, and this trend doesn’t seem like it’s going to change any time soon. With over 8 billion videos being watched on Facebook everyday, you would be leaving some serious money on the table if you abandoned video marketing. Videos are a great way to engage your audience, which will have a positive impact on your customers.
5. Get Better Acquainted with the Marketing Funnel
A decade ago, it would be possible to build a successful Google AdWords campaign. However, times have changed since then. Today, businesses (even small ones) have to interact with their customers and potential clients via multiple marketing channels and at various stages of the buying cycle. The problem is that many small businesses view marketing channels as silos, which is a big mistake.
While it is okay to be using low-funnel marketing channels such as paid search, it is crucial to target the consumer at all stages of the buying cycle. This is why businesses need to use multi-touch attribution models to track their customers throughout the buying cycle.
6. Use Automation the Right Way
Over the past years, Google has invested heavily in implementing automated options to improve its bidding features. While automation has become a godsend strategy for many small businesses that are looking for the most effective way to market their brand, there’s still something to be said about the effective use of automation when it comes to PPC marketing. When done the right way, automation has the ability to offload a lot of the leg work required in efficient small business marketing, including PPC campaign management.
7. Embrace Mobile Ads
It is no secret that the world of marketing is moving away from PC and computer screens and onto handheld devices; mainly the mobile phone. Small businesses need to embrace this change and look for ways to grab the attention of potential customers on their mobile devices. One good indicator of why small businesses should take mobile ads seriously is that Google’s local catalog ads feature local in-store availability and pricing in an easy scrollable mobile layout, which attracts more eyeballs.
8. Invest in Amazon Ads
Amazon has become an e-commerce goliath and has maintained its position with strong marketing strategies. The company has also been focusing on building its PPC marketing share, which rivals that of Facebook. Those businesses that have already made the jump to the Amazon bandwagon have witnessed tremendous growth in their PPC and shopping ads.
9. Create Rich, Interesting Content
It’s 2019, and content is still king. This means you should be using PPC and
10. Don’t Abandon Email
Email can be your most effective small business marketing tool, and it probably is if you’re just starting out and don’t have many followers on social media outlets such as Facebook or Twitter. This makes email marketing a crucial aspect of your overall marketing strategy. Having an engaged email list can help you promote your business and build interest in your brand while showcasing your new products or services that are on offer.
But the challenge here is to turn your existing subscribers into customers who will gladly pay for your product or service. Hiring the expertise of a professional marketing agency will first help you grow your email list by finding people who are going to be interested in your brand.
Apart from increasing your email list, hiring a dedicated marketing company to do all the heavy lifting for you ensures that your marketing emails are automated and send the right message to the recipients that’s going to engage your audience and help grow your brand.
Since it’s not possible for a business owner or entrepreneur to keep their finger on the pulse on every area of their business, hiring a dedicated marketing agency will have an experienced team of professionals who will take care of; welcoming new subscribers to your email list, send-out re-engagement or abandoned cart emails, and send engaging content to new customers.
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