As a small fish in a big sea, you need to be more careful with your ad spend. Each dollar needs to go further, and you have less margin for error. Below are four tips on how to improve the performance and efficiency of your paid search campaigns.
Bid on Your Brand terms, but don’t expect much
Unlike larger and better known companies, you won’t get nearly the amount of traffic or conversions from your brand terms. However, it is important to bid on them because the traffic that does click will be very qualified traffic. Also, if your SEO efforts aren’t up to par, then you will also make sure that you have the first listing when people search for your brand.
Build Out Your Tail
More and more advertisers are building out their tail end keywords in the hopes of garnering conversions at lower costs. Larger advertisers will not be bidding as aggressively or monitoring these keywords as much as their power terms. This gives you the opportunity to bid competitively within this landscape and any resulting conversions can have a big effect on your bottom line.
Use Different Match Types
Using different match types can help you narrow down your targeting. You also can limit the engines from using their match driving engines to show your ads to untargeted searchers. Having the same keyword in different match types can also allow you to manage each match type individually if you have setup tracking on the keyword level. This gives you the added benefit of bidding higher on one match type or even keeping your ads from showing up when a certain match type is queried.
Geotargeting & Local Search
Use them. If you are a local brand and only offer your products or services to New Yorkers, you don’t need to have people from L.A. viewing your ads. It can also help your quality score and reduce your costs.
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