If you have any experience with paid search advertising, you know that it can be a great way to get in front of potential customers. It can also be a way to spend a lot of money without a good return on the investment if you don’t know what you’re doing. But PPC (pay per click) advertising can do a lot more than get you traffic from desirable keyword phrases. It can open up new markets and opportunities that would otherwise be much more difficult or expensive to obtain.
So if you’ve been considering a Google Adwords or similar paid search campaign, or would just like to improve the one you currently have, here are some points to consider:
- Directly target your competition. Ever wished you could get your product or service in front of your competitor’s customers? Well, now you can. Create an ad and a landing page specific to your biggest competition. Make sure to highlight the selling point(s) that makes you better/different. Then load that adgroup with keyword phrases that are specific to the competition’s product or service. So when people search directly for them, they also see you as an alternative – and hopefully a better one.
- Expand your turf. Maybe you’re opening up a store in a new location, or you’re wanting to expand your service area in some other way. Paid search ads can help you do this immediately. You can set up ad groups to target specific geographic areas, from countries all the way down to zip codes and everything in between. Then you can write your ads and landing pages to cater specifically to the area you’re targeting.
- Promotions and new products. If you’re going to have some sort of sale or promotion, using PPC is a great way to get the word out. People love a good deal. So when they’re searching for something, and they see in the search results that you have it for 20% off or whatever the deal is, that will drastically increase your Click Through Rate (percentage of people who click on your ad after seeing it). It will also bring customers that might not have considered you otherwise due to pricing or loyalty to a different brand.
So now that you know of new ways to grow your business using paid search ads, evaluate your business and see which of these methods would be the best for you. And as always, we’re here to help and answer questions whenever needed. Check out our PPC page for more info.