In the search engine optimization (SEO) and Search engine marketing world, there are several known facts, one of them being that small players in the industry cannot compete with the enormous marketing budgets of larger brands. The good news is that there are some search engine marketing strategies that can help small businesses compete with the big boys. They include:
1. Keyword Selection
It is a known fact that big brands have more money to spend on marketing than smaller players. They can outbid any small business during paid search auctions. For small businesses to be competitive, they need to choose their keywords carefully and strategically. The ideal keywords should generate quality leads for you. Using long-tail keywords is also highly recommended as it can help produce high-quality leads that are cheaper and highly targeted. When using this strategy, however, you should know that your traffic will reduce due to the long-tail keywords. Once you have chosen a suitable keyword strategy, you can reduce your budget by restricting specific keywords with negative keywords and match types. This is a great way to reduce wastage on your spending.
Another great way to stay ahead of the competition is by using localization as a strategy for staying competitive against the big brands. If you run a small shop that focuses on a specific area, you should limit your geographic targeting. There is no need to show search results from businesses that are located on the other side of the country. By specifying your city, state, or county, you can easily target consumers within that area. Similarly, you can run ads at certain times to limit your searches. For instance, you can run your ads between 4 pm to 7 pm for best results. When you utilize dayparting, you can be assured of remaining competitive against the big guys.
3. Ad Extensions
One of the best ways of including additional information to your adverts is Ad extensions. If you can only run an ad with restrictions, you should pack as much information as possible to the ad. This can make a huge difference. Google offers many ad extensions that can be incredibly helpful. This includes; location information, site links, click-to-call links, and reviews that help to direct traffic to other pages on your website. By providing potential customers with a lot of information, you can get higher conversion rates because they might see something they like on your site.
4 Engaging and Enticing Ad Copy
“When you cannot outbid the competition for keywords, you should think of alternatives that can help you stand out,” says John from Coronation Internet Marketing. One of the best options is writing an enticing and alluring ad copy. A great positioning statement can help your ad stand out. An enticing promotion can also help you stand out from the crowd and increase your clicks. To get the best results, be sure to do some competitive research and make it seem like your business is the best logical option.
5. Look Outside Google
While Google is a dominant player in the search engine marketing industry, there are others. You may be surprised to find out that Google is the most expensive option. A great alternative to Google Ads is the Bing network. This is a cheap and effective alternative that business owners should consider. Please note that there are other second-tier engines you can use. They include Ad marketplace and LookSmart, among others. They are less expensive and may even offer a better return on investment than tier-1 engines. Before making any decision, be sure to conduct the necessary research and consult the experts.