The online world has changed the rules of doing business across the world. In the current business landscape, not only do you have to attract the attention of potential clients in your locality it would be a crime (not literally) not to attempt to appeal to a global audience as well. This is true for competition. With the internet making the world one global village, your business now has to compete with others across the globe for he same market niche. Thanks to this digital space, several marketing tools have emerged that help businesses make the most out of advertising online. PPC search engine marketing is one such tool. This marketing strategy can either be helpful or harmful to a business depending on how it is used. While creating an Adwords account is a walk in the park, making good use of it is another issue altogether. Consider the following when looking to engage in PPC marketing.
Think About Your Keywords
Keywords are important when it comes to search engine optimization (SEO). These are the words that help your potential clients discover your online presence and give you a chance to make a sale. With the right keywords, your business could realize a higher traffic translating into a better conversion rate (this might not always be the case), and thus increased revenue from your online investment. To get the right blend of keywords, however, requires some thought. Your go-to source for keywords should be words that are associated with your business or brand that you have trademarked. These words and phrases are less likely to attract competition thus giving you the upper hand in online marketing. The downside to trademark keywords is that this limits you to only being discovered by those who already know of your brand’s existence.
To attract ‘walk-in’ clients, you need to take a different approach. Consider phrases or words commonly used in your line of work. Such terms are more likely to gain you the much needed traffic than the trademarked terms. This is, however, a very competitive approach. Remember, you are not the only business in your industry looking to grow online. The advantages of using commonly used terms are that clients who already know what they want in their purchase can easily find you using long-tail searches. These often make use of more precise keywords. Searching for a pink woolen sweater is a more precise compared to searching for a pink sweater.
Lastly, you can attempt to increase your visibility by bidding on your competitor’s keywords. While this is a mini hostile takeover, it is no less a cut-throat and tricky affair. It is advisable to save this tactic when you have gained a little more experience.
Have a Backup Plan
We all want to believe that we have created the best PPC search engine marketing campaign, but the reality is that there is no such thing. To ensure that you get the best out of the online business landscape test out your campaign by pitting it against a similar one, save for one detail. Monitor both campaigns and determine which of the two works best for you and run with it.