PPC Digital Marketing: Small Fish vs. Big Fish - Part 1

With the internet being an open playing ground unlike many traditional digital marketing mediums such as television; direct competition between larger corporate and smaller businesses has enhanced in recent times. However undeniably with corporate companies shifting greater focus towards online marketing and predicted to increase their digital marketing spend further it is essential that smaller businesses make use of every available avenue to maximise their ability to compete effectively in the already highly competitive paid advertising market.

Below are some important factors which can help enhance the effectiveness of pay per click campaigns when operating on smaller digital marketing budgets:

Time/Day Rationing: Google provides pay per click advertisers with the option to carefully control the time and days on which their advertisements appear. If you are operating on a tighter budget than your competitors it is essential that you take full advantage of this tool by analysing at what days and times you campaign generates the best results. Based on the results of your findings you can then consider rationing your digital marketing budget by making your campaign live at times which are likely to yield the highest return on investment.

Match Types: most businesses which utilise PPC opt for broader keyword match options so that they don't miss out on potential customers and traffic who type in variables of the intended keyword. However if you are operating on a tighter digital marketing budget it can be worth considering opting for Google's exact match option. This strategy can be of particular benefit if budget is in shortfall in comparison to ability to generate traffic. However to be sure whether this strategy will benefit your digital marketing campaign it is essential that you split test both exact and broad match options and monitor its actual impact on performance.

Effective Usage of Negative Keywords: when budget is of key priority effective use of negative keywords is essential as quality of traffic should take precedence over quantity. By carefully incorporating a good negative keyword list into your paid advertising strategy keywords which generate lower ROI's can be eliminated with greater budget being retained for keywords which generate the highest value.

Qudos Digital is a leading digital marketing consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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