How To Compete In PPC (pay-per-click) On A Small Budget
Small companies or startups are always looking for a way to compete against the big corporations that have thousands, if not millions of dollars to spend on PPC campaigns.
Lets say you only have a budget of $500 a month and your competitors have a budget of $500,000 a month. How are you going to be able to compete?
They are Goliath and you’re David. There is just no way to compete against Goliath.
Most of you know that David did win, but it wasn’t by facing Goliath with a sword and shield. He brought a sling, which is basically like a gun. He fought with brain…not brawn.
“The same misunderstanding happens in David vs. Goliath fights in business. Most fail to recognize the advantages an underdog brand has when it faces off against a competitor who has strength, size, and wealth. And that’s exactly why nimble, upstart companies, with their new solutions to old problems, often can best Goliaths.”
Inc magazine
This applies to PPC ads. You don’t have the budget so you have to be quicker, more creative, and extremely observant. You need to know what is taking place on your Campaigns.
Let’s take a look at Adwords.
If you have an extremely tight budget you have to be so selective. Most small businesses will run hundreds of keywords to their account. You can’t do this. It’s like going head to head with your competitors…Which is a bad idea.
Here is what you need to do:
1. Focus on a limited number of keywords
2. Watch it like a hawk (ad negative keywords)
3. Focus on a certain area
4. Create amazing ads. (this is a big one.)
5. Create better landing pages
6. **Use Facebook, YouTube Ads, and Bing (much less competition)**
1. Focus on a limited number of Keywords
Keyword research is the beginning of all ads. Lets look at the hotel real-estate industry.
If you want a chance to get some leads you have to go after long tailed keywords in certain areas.
“Find a home to purchase in Salt Lake City Utah” (long tailed keyword)
vs
“Real estate Salt Lake” (you’re going to get crushed)
What you lack in funds you have to make up in brains. Make sure to do your keyword research. It pays big dividends.
You can use the keyword planner tool or you can use other resources.
2. Watch your PPC Campaing like a hawk
Do not set and forget it. You have to make adjustments according to the results.
Example:
You might be getting clicks for “Real Estate Rentals.” You will need go into your account and add a negative keywords.
“Rentals”
You will also want to make sure you check your Ads often and see which one is producing the best results.
3. Focus on a particular area.
Even though you do business all around the globe you still need to focus in on an area. You do not have the budget to compete globally so you will need to compete locally first and then expand as revenues grow.
4. Create amazing ads.
Here is another place where you have to spend time. You can afford to be like everyone else because you can’t blow your budget. Every click counts.
Take a look at the ads below.
The first one shows you a bunch of ads. Everyone is the same.
These two stand out because they use everything that is available plus they add in a lot of numbers and symbols
5. Create better landing pages.
I wrote an entire article on landing pages so I am not going to go into it here.
http://marketinghy.com/2014/09/behind-perfect-landing-pages/
6. **Use Facebook, YouTube Ads, and Bing (much less competition)**
This is big…Really BIG
More often then not the best strategy is to not compete. Go elsewhere.
Facebook is way cheaper and it is only getting better. You can spend 10 dollars a day on facebook and get better results. Some of my campaigns are 1/10th the cost of Adwords.
YouTube is another one of my favorite avenues. It costs 9 cents a view and can get you a lot more traffic. Just last night I decided to rank a video for a long tail keyword.
It took me 10 minutes to hit page one of Google and the top spot of YouTube. Best of all…It was free to do. Check out the proof below.
Bing is also another great source. Although it has less traffic it still produces results at 1/5th the cost of Google.
There you have it. If you have an extremely small budget you really should consider fighting the battle a little differently.
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Thanks for reading.
How To Compete In PPC (pay-per-click) With A Small Budget
Until next time.
