For startups, knowing where to focus your time – and budget – to boost exposure can be a tricky road to navigate. You need drive brand awareness and outreach to generate new leads, but you also don’t have the money to blow on huge campaigns. When it comes to PPC, keyword costs can soar – particularly for major industries – so check out these five PPC secrets that will increase your presence without breaking the bank.
1. Narrow Your Keyword Search
Focus your bidding on narrower keywords and long-tail phrases. This will help you target your audience more effectively without needing to spend big bucks on keywords that are highly competitive. Narrower, more niche keywords are also more likely to attract consumers at the bottom-of-the-funnel, as opposed to those who are just starting out with general research.
61% of online users are now researching products online before they buy, so you don’t want to pay for traffic that doesn’t convert.
2. Use Free Keyword Research Tools
You’ll be using keywords extensively to bolster your inbound and outbound strategies. To save money and expedite the process, you can use a free keyword research tool. Of course, Google’s Keyword Planner is a great place to start, but tools like SpyFu take research to the next level by allowing you to see how your competitors are performing with their strategies.
3. Link to Landing Pages
Every time a user clicks your PPC ads, you have an opportunity to develop a relationship and nurture them down the funnel. Make sure that your ads link to landing pages (which you can create for free), and include forms to collect contact information—that way, even if a purchase isn’t made, you have a great potential lead you can convert down the road.
4. Personalize Your PPC
When potential customers see your PPC ads you have seconds to catch their attention—however, personalizing your ads can help grab their eyes immediately. When your ads are relevant to the interests, needs, and locations of your potential customers, they’ll be far more likely to click on them.
5. Focus on Mobile
Over 80% of people now perform searches from their mobile devices, so you want to be sure that your PPC content is mobile-friendly.
Landing pages and any forms used to capture contact information should be short, to-the-point, and responsive to device size.