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Adwords Pay-Per-Click Guide for Small Business


Should You Transition To a PPC Campaign?

Many businesses tend to avoid pay per click [PPC] campaigns because there is a higher implementation cost to this form of marketing. It doesn’t seem like a good idea to be paying someone to generate clicks that don’t end up becoming actual sales. It is true that if your costs of a PPC campaign are greater than your product sales, then a marketing campaign that focuses on PPC isn’t going to be effective. With the right keywords targeted, however, you can end up getting better leads, more sales, and be able to grow your business faster.

95% Of PPC Leads Are Hot Leads

The difference of a PPC campaign is that a vast majority of people who contact you through your marketing efforts are interested in what you’ve got to offer. These potential customers have already decided on a course of action and they feel like what you’ve got to offer holds a lot of potential value. It is your job to make sure that you can follow through with that perception, because if you don’t, you’ll lose that potential customer.

So how do you make sure that your product or service has the ability to demonstrate value? The easiest way to do this is to show how you can solve a problem for that potential customer in relation to your targeted keywords. That’s what it is so important to make sure that your PPC campaign targets only positive keywords.

What Are Positive Keywords?

These are the keywords that directly relate to what it is that you have to offer. If you own a computer repair shop, for example, you would want to target keywords that specifically relate to your ability to repair computers, such as “PC Support.” You would want to then eliminate negative keywords that don’t relate to what you do, such as “Software sales.”

This is the reason why so many PPC campaigns end up failing. The traffic that is generated by the campaign ends up being unrelated to the service being offered, making it virtually impossible for there to be any perceived value for that potential customer.

Make Sure To Include Geo-Targeting In Your PPC Campaign

Outside of value, the location of your business is critical to the success of your PPC campaign. If you provide primarily local services to your community with your business, it doesn’t really do you much good to be spending half of your PPC budget on clicks originating from a country that’s halfway around the world.

The combination of positive keywords and geo-targeting is a powerful one when it comes to opening up new revenue streams. When included in a PPC campaign, you’ll be able to put your links front and center in front of someone in your community who needs your service at that very moment. When you can do that on a consistent basis, you’ll make more money from PPC.

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