Use PPC to Cast a Wide Net for Organic Keywords

Pay-per-click ads have become one of the more powerful tools for local internet marketing professionals so it’s unfortunate to point out that this type of advertising has become a source of frustration for many small businesses. Thankfully, if your PPC ads aren’t performing up to their standards, there are several ways to improve your return on investment.

Choose Keywords Wisely


First, begin by choosing keywords that accurately describe your business. To best find these words, it may be helpful to explore Google AdWords Keyword Tool, which will tell you the search terms that your customers have used most often to find your business. If you choose broad keywords, such as “landscaping” for example, then those keywords are likely to be more expensive than more specific ones. Think about your geographic location. If you live in the desert, for instance, your customers may be looking for “cholla landscaping” or “southwest landscape.”

It’s also a good idea to sit down with your marketing team to brainstorm a list of potential keywords customers might use to find your business. People of different ages and backgrounds tend to use different terminology when searching for the same business, and you want to be sure you’re not excluding any type of customer!

Use Negative Keywords

To get more bang for your PPC buck, make sure to include negative keywords in your ads as well. This will filter out any keywords for services that your business does not offer. For instance, if your carpet cleaning business handles carpets but not furniture upholstery cleaning, you could add a negative keyword so that you’re not wasting money by targeting people who are only interested in upholstery cleaning.

Lead Customers to the Correct Landing Page

When people click on your ad, they’re expecting to gain instant access to the information they are seeking. Otherwise, they would have never clicked on your ad in the first place. Be sure to reward them for doing so. You can do this by simply making sure your ads lead to a landing page that’s specific to the product or service they are interested in, rather than just sending them to your website homepage or another landing page.

Pay Attention to Your Quality Score

When you create an AdWords campaign, Google assigns your ad a Quality Score on a scale of 1 to 10. The higher the Quality Score, the more clicks your ad is likely to receive. So if your ad’s Quality Score is low, your ROI will most likely be too. Therefore, it’s important to make changes to any ads with a low Quality Score.

Monitor Your PPC Campaigns

With any type of marketing campaign, it’s important to monitor performance regularly. Logging in to your Google AdWords account about once a week can give you a good picture on how your ads are performing. Doing so can let you know if you should make any slight tweaks to your campaigns. Although, remember to be careful making any changes. It can get extremely difficult monitoring the effects your changes have if you change too much too quickly. In the end, it’s wise to give your keywords time to mature and to see how they perform before making any major changes.

Brian Seskin

Brian is a senior media & marketing executive with 15 years in digital and an extensive background in traditional direct marketing channels. Prior to joining Surefire Local, he was VP of Digital Marketing for iVillage Networks at NBCUniveral where he headed up paid media, SEO, CRM, and customer acquisition programs. Brian brings an in-depth knowledge of the strategic, technical and creative aspects of internet marketing.

By Brian Seskin | 3 years ago |

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