What Is The Bestmarketing Trends 2020

SMB 5 Day Action Plan: Improve PPC Keyword Targeting For Your Small Business

What Is The Bestmarketing Trends 2020

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 world of limited resources the costs for high volume keywords may make these less profitable than lower volume/lower cost alternatives. Shifting resources to the latter category can have dramatic impacts on your bottom-line. Calculate the expected traffic and the profit potential.

By the end of the day…

You should have a distilled list of the most profitable keywords on which to bid.

Day 4: Segment

Group the target keywords into broad categories, such as product/service type, branded/non-branded, etc. Within each group, segment keywords based on intent by determining where each keyword falls in the conversion funnel. Here is the funnel I like to use to segment prospects by intent:

Content consumer. This segment is looking for information such as how to articles, guides, forums, etc. related to the topic. (example qualifiers: “how to… “, “instructions on… “)

Researcher. This segment is trying to find out what is out there. They may or may not have an immediate need, but they are looking for general information about the topic. (example qualifiers: “what is… “, “about… “

Shopper. These prospects know the type of product/service they want and are researching different options to find the best option. (example qualifiers: “top… “, “best… “, “recommend… “)Buyer. These prospects are ready to buy. They know what product they want and are at a point of finding the first vendor or best deal. (example qualifiers:”buy… “, “purchase… “, “coupon… “, “free… “)

By the end of the day…

You should have a list of your target keywords categorized into groups and segmented by intent.

Day 5: Target

At this point you have a targeted, segmented list of keywords that will deliver the most profitable traffic to your landing pages. But you now need to convert these prospects into customers, and that is done with effective landing pages. Prospects are telling you exactly what they want using the keywords. You have grouped and segmented your keywords so use this information to deliver the content and success events that are most relevant to them. On this final day, create a plan to develop and publish content that targets each segmented group of keywords. Here are my recommendations based on the segments discussed above.

For Content Consumers, deliver information and ideas such as “how to” articles, videos, guides, and white papers. Promote success events that focus on building relationships by offering downloads, newsletter signups, or social bookmarks. The goal with this segment is to display your expertise on the topic and to instill interest in your company.

Direct Researchers to general information about the topics they are interested in, such as category shelf pages and articles with more general content. The goal with this segment is to give them more information on a topic and gain their trust so that when they are ready to buy, you are on their minds.

Shoppers know what they want but are trying to find the best option, so help them by offering category information, reviews, and comparisons. The goal with this segment is to build the case for your products and capture that sale.

Buyers are ready to purchase now but may still be looking for the best deal. So give them the product/service they are looking for and promote whatever discounts or deals you are offering. You want to make it a streamlined process that gets them in and out.

By the end of the day…

You should have a plan to develop and publish content that targets your delivered keywords.

BONUS: Test, test, test… Play around with different landing pages using split testing. Add new keywords to test with targeted content. What was not a great candidate in the keyword selection process may be improved with targeted content. It is recommended that you dedicate some percentage of your budget to testing. Foster a culture of continuous improvement.