There may be times when your inbound marketing budget has to stretch a long way. For instance, when your business is just starting out, you’ll probably have to spend most of your budget on capital expenditures, hiring, and cash flow. But that doesn’t mean you have to forego inbound marketing. In fact, these are the times when you need marketing more than ever. Successful digital marketing will bring a steady flow of clients to your business, and that’s exactly what you need to break out of the slump. Today we’re going to talk about how to succeed in PPC advertising with a small budget from an inbound marketing company in Brooklyn!
Focus Your PPC Campaigns
If your PPC budget is smaller than your competitors, you’ll have to be extra careful with how you spend it. Instead of trying to cover all of your products and services, start by focusing on just one or two of your best.
Ask yourself which of your products and services is most popular. Also, consider which ones have had the best conversion rates in your prior inbound marketing and which have had the highest profit margins.
Use Geo-Targeting
It will be a waste of your precious PPC dollars to advertise your Brooklyn barber shop to people who live in Phoenix. In order to prevent this problem, go to the campaign settings in AdWords and target searchers by their geography. You can narrow geography settings to country, state, county, DMA, city, and even by zip code. Be as specific as you want. You can also use radius targeting to target searchers within a specific radius of your business.
Use geo targeting to target your best areas, the parts of town where you do the most business or have historically reached the most customers.
Check Your Quality Score
Quality Score is a metric in Google AdWords that combines historical performance with current search queries. It’s based on several components, including click-through rate, keyword relevance, landing page experience, and geographic performance. The higher the score (on a scale of 1 to 10), the more likely your ad is to reach your targeted audience. Learn how to increase PPC impressions.
Your quality score affects your actual cost per click (CPC) because high-quality scores allow you to bid for top positions. In other words, a high-quality score can help you to stretch your PPC budget.
Use Phrase and Exact Match Keywords
By using phrase and exact match keywords at the beginning of your PPC campaign, you’ll narrow your eligible number of impressions and clicks, but you’ll probably also improve your clickthrough rate. That’s because searchers will see exactly what they’re looking for in your ads. True, not as many people will see your ads, but your PPC bill will be smaller and you will be attracting those who are looking for exactly what you have to offer.
As you can see, there are many PPC advertising strategies you can use to continue to build your inbound marketing even while you have a small advertising budget. There are even many misconceptions of PPC advertising. For more information about PPC advertising, get in touch with us at Park Slope Softworks, a marketing agency. You can also get a free SEO analysis to find out how your website is performing and what areas could use some improvement. We look forward to talking with you!
