Photo credit: the UMF / Foter.com / CC BY

Being the small guy can be tough for your advertising campaign. Here you are – underfunded and lacking the resources you need. Competing with the biggest in your industry may seem daunting.

Stop. Right. There.

DON’T LOSE HOPE. There are ways to thrive in PPC even without an unlimited budget at your disposal – and we’ll show you how!

A look back on PPC…

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

PPC ads can be found above, below, and to the right side of natural search results.

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• With PPC, marketers can put a limit on how much they should spend daily. It’s also flexible to change at any time. A big budget can give you greater results, depending on how competitive the keywords are.

• Clients know where every dollar is going. The marketer just needs to make payments for the ads published online, and only when a visitor clicks on the ad to visit the website or the landing page.

• The pay-per-click system can show fast results. It can be geographically targeted so they only appear to potential customers in your area.

• PPC has delivery options with device-specific preferences. You can choose to deliver specific messages to your target audience at prime time.

• With the pay-per-click system, you can analyze a set of keywords and report if it’s converting well. This can be very helpful for your search engine optimization.

How small businesses can compete…

The pay-per-click system can show results fast. Depending on how it’s run, you can expect results the next day. This is why it’s ideal for start-ups.

#1 Uncover hyper-targeted keyword niches

PPC advertising involves being interested in what your competitors are doing. By just using SEMRush and simple Excel tools for your analysis, you are yet to uncover a subset within your niche that remains untapped.

Is your niche about a weight-loss solution?

Generic keywords like ‘best Weight Loss solution’ can be expensive. But, if you go for keywords pertaining to medical issues related to weight loss, which are still relevant to your brand or product, it can be substantially cheaper. One example is ‘diabetes weight loss solution’.

For your keyword research, you can use tools such as:

a. Google Keyword Planner

_{Source: Google Support}

b. Übersuggest

_{Source: Übersuggest.org}

c. SERPs Suggest

_{Source: Serps.com}

#2. Targeted managed placements

_{Source: Google}

While skimming your favorite blogs, have you noticed banners or small boxes promoting a product or service, above or to the side of the articles you were reading? Those are display ads.

According to Google, the Display Network (GDN) reaches over 90% of global internet users expanding across 2 million sites. It targets users typing directly into Google’s search engine or Google partner search sites. Think of it as a more passive form of advertising.

Managed placements are a Targeting method you can use to specifically choose websites, videos, and apps that are part of the Google Display Network where you’d like to show your ads. So, choose wisely.

Here’s a Google post on how to target your ads on the display network.

#3. Take advantage of demographics

Who clicks on weight-loss related paid ads more? Men? Women?

_{Source: Google}

For instance, you’ve found out that the male group between the ages of 25 and 33 tend to make up your core audience. Use it to your advantage. Targeting your PPC campaigns by demographic allows you to reach the most relevant potential customers.

Demographic targeting is now a widespread AdWords feature available in 39 countries around the globe. Look for the “Age and Gender” targeting option within the Display Network tab of your account. As long as it’s available in your region, you can use demographic targeting in accordance with any other targeting features.

If you have an understanding of the people who are most likely to respond to your product, make sure that they are the ones seeing the ads!

Here’s a Google post on reaching people of specific demographics.

There are other ways to do PPC…

Even if you’re not able to pour hundreds of dollars every day into banner ads to appear in every nook of the internet, there are OTHER WAYS.

Talk to us and we’ll help you explore the options.

www.neoranking.com

The post PPC Is Not Just For the Big Guys: How Small Businesses Can Compete appeared first on NeoRanking.