Focus your budget on long-tail keywords

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Creating a PPC Strategy for Small Business
If you've tried PPC before and feel like it's not right for your size or budget, it's time to try again with a new strategy. Here are some ways that businesses with a limited budget can achieve big success with online advertising.


Competition for the most common keywords related to your products and services will likely prevent you from advertising for those queries.

For example, a new marketing agency in San oman company email list Francisco probably can’t afford to advertise for the query “marketing agency San Francisco.” But it can afford to advertise for the query “marketing agency for insurance companies San Francisco.” If the company has a lot of experience working with insurance companies and can demonstrate its success, targeting this query will yield much better results.

Long-tail keywords will help you better target your ad pages. The more specific the query, the more you know about what your customer is looking for. This will allow you to highlight your company's unique features and carve out a niche even in the most saturated markets.

2. Limit spending on high volume queries
While you'll be spending most of your budget on long-tail keywords, you can still build brand awareness on high-volume keywords. Just be careful and set strict limits.

High volume queries can generate traffic to your site in ways that low volume queries cannot. However, high volume usually means high cost, so it's a good idea to limit your spending on these queries.

When targeting high volume queries, use the following strategies:

Focus on relevance: The more relevant the query is to your business, the more benefit you will get from advertising. Focus not only on traffic, but also on conversions, as they are what lead to new customers.
Set a Budget: Limit your spending on high-volume queries by setting a budget. You can always increase or decrease your budget later, but prioritize long-tail keywords, starting with low spend on high-volume queries. Focus on geographies that are most likely to convert if that's important to your business.
Performance-Based Optimization: As you gain data and insights into how your ads are performing, adjust them. Focus on the most cost-effective keywords and geographies to achieve the best results.
3. Test to find the best platform
You can run PPC ads on a variety of platforms, such as Google, Bing, and social media. Each works differently for different businesses because each platform has its own audience or audience segment.

When testing PPC for your business, determine which platform is delivering the best results. Then focus your budget on that platform. But remember to analyze the data, as the platform may go from being the best to the least effective. Regularly review where your ad spend is going.