Paid search marketing is one of the best ways to help businesses generate consistent traffic from relevant searches and other websites. There are many great benefits paid search (also known as Pay Per Click or PPC marketing) can offer, but small businesses should take care when entering this field.
While they may have superior products or pricing compared to major chains, they often will lack the paid search advertising budget required to compete on the same scale as larger competitors.
Luckily, there are several strategies available that small businesses can employ in AdWords campaigns to increase their digital footprint and attract potential customers with little to no increase in ad spend.
Geotarget Profitable Areas
Advertisers can implement precise location targeting to focus delivery of ads in a predetermined area. Some of the target types include countries, areas within a country, or a radius around a location.
Ads targeted in a radius around a location is great for small businesses that are only able to serve customers within a certain distance. Outside the service area, the ads would not be displayed in searches. The same can be said for targeting specific zip codes. This tool allows advertisers to control their ad spend and concentrate on the highest value locations.
Use Location Extensions
Location extensions show your business address, phone number, and a map marker with your ad text. Additionally, mobile searches will see a link with directions to your business. Location extensions are great for encouraging customers to visit you in person. They can also be paired with geographical targeting and call extensions, allowing users to call the nearest location directly.
Schedule Ads to Target Certain Times and Days
AdWords includes an option to target ad delivery to specified hours of the day and days of the week. Advertisers who are familiar with the times when they receive the best response from customers will find this extremely helpful. While a display campaign may be left running all the time to build brand awareness, a call-only campaign will only be effective when somebody is there to answer the phone.The competitive nature of PPC auctions is beneficial to larger advertisers with less restricted budgets. Small businesses without the ability to place the highest bids must identify and implement strategies that allow them to get the most out of their ad spend while harnessing increasing demand from consumers. Utilizing tools offered by Google like geotargeting, local extensions, and ad scheduling enables small businesses to efficiently reach their most profitable consumers.