SEO is generally looked to as one of the best marketing strategies for small businesses, but as Google tends to put more paid advertising space all over the search results pages, small businesses get frustrated, feeling that their hard-earned organic rankings are getting pushed down below the fold. Even with the expanding Adwords space, organic search tends to perform better than paid, but paid does have success when put in to place strategically and intelligently. We like to help business owners with paid placement, without breaking the bank. Advertising for only very specific terms that are proven to be effective, while still letting their organic rankings do the heavy lifting.
Adwords Targeting With Pinpoint Precision
To limit your advertising spend, you avoid the mistake that I see so many business owners make, which is to try to show up for everything. Instead, do the opposite. For SEO, it is great to show up for everything, because you aren’t paying for each individual click, but if you are implementing a paid campaign, you only want to pay for traffic that has a high likeliness to convert, and not the tire kickers or people just researching general topics for other reasons.
Use the broad modifier to make sure certain words are part of the search, and not just general and vague terms. The idea is to catch those people that are ready to buy, so even forcing words like buy and price can be helpful. Definitely be as specific as possible. If you offer a number of services, consider even advertising for only one or two very specific ones. Only go after what we call the long tail keywords. For example, a video production company may want to avoid “Video Production”, and only focus on those searching for “Corporate video production” or “video production campaigns” for those that are looking for more than just one video. Be as specific as you can. Understand that means fewer clicks, but the clicks will matter more. Be sure to set up negative keywords, as they are your other defense for wasted spending. It is worth spending a little more for these clicks if you have it set up efficiently, but it also allows you to spend a little less overall because you know what you are spending on is quality traffic and you aren’t just throwing money out there and hoping something sticks.
If you have the budget to blend in a little bit of this targeted Adwords or PPC spending, it can help enhance your SEO plans and also allow you to target specific services at specific times. It is worth trying, but you need to be careful you implement it properly, which is where we come in. Give us a call!
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