PPC Digital Marketing: Small Fish vs. Big Fish - Part 2

In yesterday's article we started discussing Adword's strategies which can help maximise return on investment for businesses operating on lower digital marketing budgets. Today article will continue along the same theme and outline further strategies which can help improve the performance of paid search advertising campaigns relying on lower digital marketing budgets

Alternatives to Google Adwords: Google is undeniably the most important search engine in the world. Hence any business aiming to establish a serious online presence through paid search has to keep Google at the core of its digital marketing strategy. However due to its leading presence; paid advertising through Google Adwords can become extremely competitive and costly. For businesses which are operating on tighter digital marketing budgets it hence makes sense to at the very least seriously consider the returns they can receive from other search engines; especially Yahoo and Bing. Although traffic volumes through Yahoo and Bing paid search is likely to be considerably lower than that attainable potentially through Google; CPC's (cost per clicks) are also likely to be lower. Therefore if budget is a key concern it may be feasible to achieve a greater volume of traffic and hence customer enquiries through allocating a higher proportion of the digital marketing budget to Yahoo and Bing advertising than for campaign which have a more extensive budget. Overall however as every campaign is unique split testing it absolutely essential. For example if a campaign is hypothetically allocating 80% of it paid search budget to Google and 20% to other search engines; creating a more even spread e.g. 65:35 may be a good option to split test and see if it helps increase the return on investment.

Paid Search on Social Media Platforms: in addition to considering alternative search engines to Google; also considering paid search on social media platforms such as Facebook and Linkedin can be useful especially for business with lower digital marketing budgets. In general CPC's on platforms such as Facebook and Linkedin can be considerably lower than that of Google; however marketing effectively on Facebook and Linkedin may not be suitable for every type of business so having a clearly defined strategy is absolutely essential for paid search on social media platforms.

Location coverage: the lower the digital marketing budget; the greater the consideration that needs to be placed on highly targeted paid search marketing. According to a number of surveys, more than 8 out of a 10 customers believe that with all else being equal that those businesses in close proximity to their own are more reliable and suited to their needs. Hence carefully selecting your paid search locations is essential to ensure your campaign is effectively targeting users who are most likely to convert.

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