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5 Small Business Pay Per Click (PPC) Tips
Posted By Robert Brady On November 1, 2013 @ 2:00 pm In Marketing Tips | 4 Comments
I recently attended Pubcon Las Vegas 2013, an event that spanned 3 days and featured keynote addresses from Jason Calacanis, Matt Cutts and Scott Stratten. While there, I made it a point to look for small business pay per click (PPC) tips to immediately improve your PPC efforts.
Below are the best small business pay per click tips I could find.
When creating a new account, follow these steps to ensure you don’t have a campaign that is “defaulted” to fail:
This will help you create a campaign that’s in your control, not Google’s.
If you didn’t know about negative keywords, this is your lucky day. To find where you add negative keywords, find your regular keywords. Then scroll to the bottom of the page and click the small “+” sign:
You’ll see an interface like this:
Add negative keywords and prevent your ads from showing on queries you don’t want.
For example, if you’re a plumber in Denver you might have the keyword “Denver plumbing” in your account, but you don’t want to show for someone searching “Denver plumbing jobs.” Just add “jobs” as a negative keyword and you’re done.
Many small business accounts have far too many keywords in each ad group. Create ad groups that have a specific theme. The goal should be to have ad copy that is relevant to those keywords alone.
Mona Elesseily (@WebMona ) offered the recommendation of 20-25 keywords/ad group (and keep all the match types of the keyword in the same ad group).
First, you need to add the remarketing tag  to your site. Then you can build a display campaign and target the remarketing audience you created. This way your ads will only show to people who have been to your site previously.
Have you ever seen an ad that seemed larger than the usual headline, two lines of copy and a URL? Something like this:
The above ads feature several ad extensions:
As you can imagine, having all those extra things not only allows you to be “bigger” and occupy more of the page, but you have more ways of conveying your value to a potential customer.
The small business pay per click tips above will help you improve your PPC advertising. Take a few minutes today to make sure you’re using them. If you’re not, then get started – consider it a mini-audit.
PPC  Photo via Shutterstock
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URL to article: http://smallbiztrends.com/2013/11/small-business-pay-per-click-tips.html
URLs in this post:
 Image: http://smallbiztrends.com/wp-content/uploads/2013/10/Negative-KW.png
 Image: http://smallbiztrends.com/wp-content/uploads/2013/10/Negative-KW2.png
 @WebMona: http://twitter.com/webmona
 ads seem to follow you: http://smallbiztrends.com/2012/02/are-ppc-ads-following-you.html
 retargeting: http://smallbiztrends.com/2012/09/turn-visitors-into-buyers-benefits-retargeting.html
 add the remarketing tag: https://support.google.com/adwords/answer/2476688?hl=en
 Image: http://smallbiztrends.com/wp-content/uploads/2013/10/ad-extentions.png
 PPC: http://www.shutterstock.com/pic-110591669/stock-photo--d-render-of-hand-cursor-and-ppc-pay-per-click-button.html