SMB 5 Day Action Plan: Improve PPC Keyword Targeting For Your Small Business
Competition continues to grow in pay-per-click (PPC) marketing, which is driving up the costs of this marketing channel. For small businesses with limited resources, this can make it difficult to compete against large brands with what seems like unlimited amounts to spend. For PPC to be a viable, profitable channel for small businesses, it is critical that SMB owners and marketers improve the marketing efficiency of their PPC campaigns. This article outlines an action plan to improve PPC efficiency through the selection of profitable keywords and proper targeting.
Day 1: Brainstorm
On the first day, take some time to sit back and think about your business. It is easy to setup an AdWords campaign, select the recommended keywords, set your budget, and leave. But if you do not have a firm grasp of what your business will do for your customers online and how you can do it better than your competitors. Document the goals, strategies and tactics of your digital activities. Answers these questions:
Who is my target customer? Are you selling to consumers? Non-profits? Businesses? Students?
What does your customer want? What are the needs and motivations of your target customer? What would they search for on Google/Bing/etc.?
How will you add value to your customer’s life? What products or services can you provide them? What information or ideas can you give them? What can you offer that your competitors do not or cannot?
By the end of the day…
You should have a broad list of themes and categories for keywords for your target customer.
Day 2: Research
Take your broad list of categories and themes and dig into the numbers to find the best opportunities for your business. Success in PPC starts with good research.
Start with your web analytics tool and export your keyword data. If you have not implemented one then add Google Analytics to your website now! It is free, so there are no excuses.
Google AdWords is another good good source for recommendations that can support what you pull from your web analytics, especially in extracting cost data and keywords related to your competitors. Don’t rely too much on this though as AdWords can hid valuable keywords. Let web analytics be the foundation for uncovering the hidden treasures.
Competitor websites are another good source. Look at their website and landing pages. Note their page titles, headers, content and navigation.
By the end of the day…
You should have a full list of keywords with CTR, impression, cost-per-click (AdWords) and conversion (web analytics) data.
Day 3: Refine
Analyze your raw keyword data. Focus on ROI and find the keywords that deliver the best bang for your buck (maximize profits). Don’t get caught up in focusing on traffic and sales. Traffic is nice, but if they are not leading to success events then why would you pay for it? Sales are great, but in a … Read More