A Pay Per Click (PPC) strategy can be used to help increase the revenue seen through a small business online marketing campaign by capitalizing on existing strategies, according to a recent article on Business2Community by Brad Shorr. Content and search engine marketing can be instrumental in snagging potential customers by appealing to them specifically while they are searching for your products or services. The more tailored you can make your ad messages, the more responses you may receive.

The article makes several important points about this that small business marketing professionals can assess. Here are some of the broader ideas mentioned:

  • Take multiple targeting factors into consideration: From the basic defining factors, like user profile and location, a company can take the results of a PPC initiative (who’s clicking where) and base further developments off of that important demographic information. Also, gearing the wording of your messaging so that certain missing demographics are won over is a basic way to sharpen focus.
  • Adjust your placement based on user response: You can use the different strengths of online ad space to your advantage in order to correct the things about your campaign that need work. “If people are lining up to take advantage of a free consultation but not responding to a discounted price, for example, try testing the better performing offer in your sales collateral, on your company site, in the footer of your company’s blog, etc., to see if your findings are consistent,” Shorr says.
  • Gather a wide range of data: At the same time, Shorr warns against making too many adjustments before enough actionable information has been collected.

Though it may seem daunting, taking on a strong Pay Per Click strategy can point the way forward to future positive changes, and Key Media Solutions can be a valuable resource for those ready to take a new look at their current structures.