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Archive for the ‘PPC for Small Business’ Category
Saturday, August 21st, 2010
Google have introduced a special area in their Adwords forum specifically targeted towards small business. Appropriately named ‘Small Business Corner’, it allows small businesses that use Google Adwords to come together to discuss what works, what doesn’t work, and how to get the best out of their ad campaigns. PPC for small business can be difficult as business owners tend to manage their own campaigns rather than employing professionals.
The Google small business blog best sums up the forums intentions stating:
The Small Business Corner is designed to give those of you who are running your own AdWords accounts the opportunity to share best practices in discussions with your peers so that you can make sure your AdWords account is doing all it can to support your business goals.
Areas of interest that small business owners can share include tools used to help with PPC campaigns and measuring results, and how to craft winning ads. In the offline world, small businesses have regularly come together to form associations where they can discuss and share business ideas. Google’s Small Business Corner is only one of a number of small business forums, however, as it’s directly related to Adwords, it may make for an interesting place to share ideas.
Tags: google adwords
Posted in PPC for Small Business | 4 Comments »
Sunday, August 15th, 2010
Dennis Yu has some good ideas on using Facebook for advertising. Specifically, some of the things that I like about his approach include:
- If you’re a small business then you can use these strategies to move in on your larger competitors
- Advertising on Facebook using these methods is direct targeting in ways that you can’t do off line
- It’s easy to sneak up on your competition
- You can give the impression that you are bigger than you are just by advertising
- I particularly like the “Switcher Campaign” model
Facebook has been criticized for not being as effective as PPC, but I think we may be seeing some evidence of change in how Facebook rolls out its advertising. If they can prove that Facebook advertising is as effective as PPC advertising with Google AdWords then we might see some legitimate competition in the online advertising space. At any rate, Facebook advertising looks like it could be worth a look-see.
Tags: facebook, online advertising, PPC
Posted in PPC for Small Business | 1 Comment »
Tuesday, July 20th, 2010
For years we’ve been preached to, and I’ve preached pretty heavily, that online marketing is about drawing people toward you. Interruption marketing doesn’t work online. In fact, if you are a Seth Godin fan then you’ve likely heard that song and dance more times than you can count.
There’s no wonder why. Interruption marketing, for the most part, is not an effective online marketing strategy. It doesn’t work for SEO, articles, blog marketing, social media, video marketing or most other free channels online. However, PPC ads are somewhat different.
Think for a second about what you are asking your PPC ads to do. You want them to attract the attention of people who landed on a specific page looking for information about a topic and get those people to click on the ad to visit your page instead. In essence, you are asking your ads to interrupt people in their browsing plans.
Great, you say. I’ve built my entire online marketing strategy on the attraction concept and now you’re telling me to interrupt people. What gives?
Nothing gives, really. It’s just a little insight I’ve gleaned from reading SEO ROI. They were speaking specifically about the content network, but the insight is relevant to traditional PPC as well. Even on the SERPs, when searchers get the top 10 results for their search query, your ad is hanging there waiting for their attention. Here’s the problem: 80% of the searchers won’t click on it. You’ve got to SCREAM at them to get their attention.
While most online marketing is about attraction, PPC advertising is about attention. Get it any way you can. Make your ads scream. They are, after all, in the business of seeking attention. And to do that, they have to be remarkable.
Tags: attraction marketing, online marketing, PPC, ppc advertising
Posted in PPC for Small Business | No Comments »
Friday, May 7th, 2010
Yahoo! provided an update on its transition to and integration with MSN adCenter on the Yahoo! Search Marketing Blog. The back up plan is to push the transition back to early 2011 “If we determine that we cannot transition with quality before the holiday period.”
I’m still trying to imagine what it’s going to be like to have two major search marketing providers. Google is still the dominant player in the search marketing space, but Bing taking over Yahoo!s search marketing initiatives could make it a rival. Then, there’s Facebook. So maybe we’ll be back to a Big Three.
But I think it will be a couple of years at least before Facebook springs into some real serious competition.
If you have been using Yahoo! as your primary search marketing vehicle because you didn’t want to pay the higher click prices at Google then MSNs adCenter is probably going to be your best shot. You better start now and become familiar with the adCenter tools.
Tags: search marketing, yahoo
Posted in PPC for Small Business | 2 Comments »
Wednesday, April 14th, 2010
Since we’ve heard news about the economic recession businesses have been reluctant to advertise too much and paid search has particularly taken a hit. But SearchIgnite reports that paid search is up 11%.
Another interesting tidbit is that Bing grew 22%. That really shouldn’t be surprising when you consider that the same sector is driving both numbers. Retail. I guess people are buying again.
I think what this really means is that consumer confidence is back and advertisers are buying it. If advertisers are ready to invest in their economic future and consumers are ready to buy then it’s time to get back on the paid search bandwagon. It’s time to get back on the marketing bandwagon. It’s time for small business owners to start investing in themselves again. Are you ready?
Tags: advertising, paid search
Posted in PPC for Small Business | No Comments »
Saturday, August 22nd, 2009
Whilst the major search engines get most of the traffic, there can be a lot of value in looking at the smaller search engines when it comes to PPC for small businesses. The advantage of using a search engine like Google is the depth of coverage available. You not only have PPC ads in the search results pages, you can have your ads displayed on other web pages and blogs.
Smaller search engines don’t have that depth. But what they lack in depth can be covered by the quality of the traffic generated. There are a lot lesser known search engines that provide PPC advertising – here is a short list:
- Marchex – Provides reasonable traffic they claim to increase your ROI
- ABCSearch -Â Another that claims increased ROI
- SearchFeed - This search engine allows you to geo target 11 countries – handy if you want your ads restricted to a particular region
- 7Search – Smaller than those above but is gaining in reputation
- MIVA – Not really a search engine but it has one of the best reputations for providing quality traffic with a good conversions rate.
There are many other PPC options, a search through one of the search engines will help you find them. You can often find that your cost per click is much less using one of the smaller PPC options. Before dumping Google or one of the other major PPC search engines, do some research, perhaps run a small low trial to compare costs , click through rates and conversions.
PPC for small businesses often needs to look at alternates in order to find value for money. Test out the smaller PPC options – you have nothing lose and everything to gain.
Posted in PPC for Small Business | 2 Comments »
Tuesday, February 17th, 2009
Pay per clicks can be a shortcut to building traffic for your site.
In fact, some larger companies are foregoing SEO and going straight to pay per click (PPC).
Is PPC feasible for small business owners? It’s certainly worth considering the pros and cons.
The basic premise of pay per click is that you pay each time one of your ads is clicked on.
So instead of finding your keywords, optimizing your site and searching for innovative ways to link and get linked, you simply “buy” your way to the top of the search engine mountain of success.
Google AdWords is one useful type of PPC, now Yahoo! and MSN have their own version.
It’s relatively simple to set up a PPC account.
For example, on Google, all you have to do is go to Google Adwords, register, give them your credit card number, and you’ll have an account. From there, you create an ad (with a title, text, and a link to your web page), and then choose your keywords that will guide traffic to your ad (you can’t get away from keywords no matter what). The next step is to then bid on those keywords.
How do you know what to bid?
Your goal is to be in the top three bidders for this keyword.
Any pay per click company you use will list their ad prices. See if this is something you can afford. Being in position three has its advantages–you pay less and you still get “seen” often. Because the pay per click system is determined by many factors such as quality, click throughs, and other factors, being in the number one position isn’t always worth the extra monetary output.
Two Types of Pay per Click Ads:
• Search engine ads are just that. These PPC ads will be placed on search engines.
• Content match ads are placed on websites and will be distributed throughout that system. For example, Google AdWords are distributed throughout the Good AdSense program, so this type of pay per click ad will show up on a variety of sites.
The Pros of Pay per Click Ads:
• It’s dependable. If you have the money, it’s pretty much a sure bet to generate web traffic quickly. By quick, I mean within days or weeks as compared to months, if not years of building your site’s recognition by natural search (when people just type in a word or phrase). Also, PPC’s don’t experience as much fluctuation, so you don’t see the daily ups and downs that occur otherwise.
The Cons of Pay per Click Ads:
• You have to pay, and sadly, it’s become popular and the prices are still going up.
• Natural searches work as well and shouldn’t be ignored. Ideally, PPC’s should be used as a part of your promotional campaign and not its entirety.
Nothing is guaranteed, but pay per clicks can be a great tool to help small businesses get established fast. The secret is to do some research and get those all important keywords nailed so that whether your clients find your site through a natural search or through a pay per click, those keywords will draw the right viewers straight to your website.
Tags: building a website, pay per click advertising
Posted in PPC for Small Business, SEO for Small Business, Small Business Internet Marketing, Tools for Small Business, Uncategorized, search engines, website development | No Comments »
Tuesday, February 10th, 2009
Keywords are a very important part of your web design. If used correctly, keywords can help search engines find your site and drive traffic your way. Small business websites need all the help they can get and with a little bit of know-how, you can position your small business site for maximum exposure.
First, you need to develop your keyword list.
How? One easy way is to brainstorm. What is your site about?
List all the key words that describe your business, its services and products. If someone were looking you up in the phone book or on the web and couldn’t remember your exact name, what might they check under?
Other ways to create your keyword list is by utilizing sites such as Keyword Discovery.com or SEObook.com, or Google AdWords.
Ideally, your Internet search will verify many of the keywords you came up with on your own, but it will also give you some new possiblities. You should have about 50 to choose from, and of those 50, you’ll probably focus on 10 to 20 on a regular basis. By keywords, I also mean keyword phrases, such as: water damage, carpet repair, etc.
It’s important to note that the broader the category, the more competition you’ll have. It’s better to be king of a small kingdom than a peasant of a large kingdom. Don’t go too obscure, but narrow the search to what your company does and what people would look for that would lead them to your site.
Once you have your keyword list, it’s important to optimize each page with one or two keyword phrases.
To optimize a page, the TITLE tag is on of the most important components. The best position for a keyword is at the beginning of your tag. Place only one key phrase at the beginning of the tag. Remember to scatter one or two keyword phrases throughout each of your web pages. You’ll find that it comes pretty natural if you took the time to choose the proper keywords.
See? It’s not as difficult as it sounds. Keywords are the best way to draw traffic to your site and let the search engines know what you’re all about. Take the time to incorporate keywords into your website design and in time, you’ll reap the benefits for your small business needs.
Tags: building a website, keyword phrases, keywords, SEO, web design
Posted in Blogging for Small Business, Local Internet Marketing, PPC for Small Business, SEO for Small Business, Tools for Small Business, Uncategorized, link building, search engines, website development | 1 Comment »
Saturday, February 7th, 2009
Video conferencing, also known as web conferencing has been around for awhile, but with the latest technology it’s now available and affordable for small busineses.
Video conferencing can save time and money—and who doesn’t need that in today’s economic climate?
The benefits of video conferencing are:
• It’s great to use between two people (point to point) —or multiple groups (multi point) in various parts of the country.
• Video or web conferencing can incorporate other computer/visual materials such as shared documents, white boards, and training materials and other audio and visual materials that will enhance your presentations.
• Many video or web conferencing services only require downloading software and a webcam. Even if your recipient doesn’t have a webcam, they can participate in voice mode only.
• Most new notebook computers have built in webcams–so that’ not an added expense.
• Why fly to a location for meeting when video conferencing is a much smarter alternative amd saves on travel expenses?
• A video or web conference is much more interactive than a phone call—and encourages participation–those who participate can’t easily surf the web, eat lunch, and not pay attention while on camera.
• You can reach a wider audience, chat with potential clients, brain storm with partners, and even teach a webinar with the use of video or web conferencing.
• Humans are complicated. Emails can be misunderstood and hours of conference calls are boring and ineffective. By utilizing the visual image, you are able to utilize visual, audible, and gestural clues needed to make solid assessments.
Video conferencing has many applications. Get creative. Involve your employees, welcome new and potential clients by showing them you have the technological tools to compete. What better way to announce a new product line, share a marketing video, or get feedback at a pivotal time than by using this simple and affordable technlogy?
There are many companies offering video conferencing services such as Skype VoIP, Gmail (Voice and Video Chat), Webex, ooVoo, and Live- Conferencing.com, to name a few.
Be sure to check your options before committing to a video or web conferencing service. Quality, types of services and prices range greatly, so take care in choosing what’s best for your small business.
Posted in Networking for Small Business, PPC for Small Business, Small Business Internet Marketing, Tools for Small Business, Uncategorized, Video Marketing | 1 Comment »
Monday, February 2nd, 2009
There many exciting ways for small businesses to utilize their website to the max. The goal is to offer customers a reason to return again and again, and the only way to do that is to offer fresh content.
Five Fresh Ways to Update Your Website:
• Offer printable discounts and coupons, including birthday BOGOF (Buy One Get One Free), and a discount for referrals
• Offer small tips for do it yourselfers and answers to common questions
• Consider uploading photographs of special events, a customer appreciation award, or featuring a monthly customer. Some sites have a place for customers to use as a “billboard†and wish a family member a happy birthday or happy anniversary. This can drive two or three dozen new people to your site.
• Contests! Everyone loves to win something. Have a weekly or monthly drawing for a free service or nice discount. Tell them they have to register for the contest online. This is a smart way to get them to visit your site.
• Go for the funny bone. It’s great when a business offers a side of humor on their site. Great quotes, clean jokes, and cartoons can be downloaded from other free sites and give your small business more of a family and community feel.
It’s vitally important that small businesses infuse their website with fresh content monthly, or even better, weekly. In order to update your website, and you use a web designer, you will need to know the password and how to log-in so that you can make small changes to the site—or have an agreement with your web designer for monthly upgrades. Many businesses outsource their website and internet needs, but it’s important to begin to learn the ropes and start implementing these upgrades regularly.
Fresh content is proven way to keep customers coming back. Taking the time to update your website regularly will become a Monday morning habit, and can actually become an enjoyable part of your day and well worth the investment of your time. In today’s belt-tightening economy, small businesses must use every incentive they can–discounts, tips, humor, and a little bit of customer attention will create a connection with your customers and establish your presence online and in your community.
Posted in Blogging for Small Business, E-mail Marketing for Small Business, Local Internet Marketing, Networking for Small Business, PPC for Small Business, Small Business Internet Marketing, Uncategorized, website development | 1 Comment »
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