Maximizing Your Search Engine Marketing ROI

Paid search engine marketing can deliver traffic to your website very fast but it can get costly. Here are a few tips local businesses can use to maximize ROI.

search engine marketingStart With A Solid Foundation

You need to build a 5 star online reputation for your business then you need to monitor, manage, and market that reputation everywhere possible.

97% of 18 – 34-year-olds use your online reputation to decide whether or not to do business with you and 92% of all consumers read online reviews before choosing the merchant that gets their business.

Make Sure Your Website Is Ready

A professional looking website is a must since at least 60% of all searches done on Google are either done from mobile devices or the search phrase contains a local modifier i.e. city name, etc.

For legal your protection and to increase your quality score for your paid advertising, you need to have the proper legal policies in place i.e. Privacy Policy, Terms of Use, etc.

If your website ranks well in Google and if your business has a good reputation in the Google My Business listings and you have more than 30 reviews on your Google account, your star rating may show up in the ad you place on Google AdWords.

In addition to that, you will have the ability to have links to pertinent pages show in your paid ad (Google PPC ad) at no extra cost.

Know Which PPC Ad Type And Platform You Will Use

You need to know which advertising platform you are going to use so that you can get your ad in front of your target audience on the platform that they are using most often.

Some of you had types available to you are:

  • text ads
  • video ads
  • image ads
  • shopping campaign ads (You may think you’re just image ads when you first see them but they are completely different.)
  • Remarketing ads

Search Engine Marketing Platforms

Google, Yahoo and Bing are the three search engines that many business owners think of when they first consider online paid advertising.

You cannot, however, forget about Facebook and YouTube for your search engine marketing since these are the second and third most used search engines.

Minimizing Cost And Maximizing ROI

Step 1. The first step in minimizing your cost is to know as much as possible about your business and the attributes of your ideal customer.

If you can identify the following about your ideal customer:

  • age
  • gender
  • education
  • marital status
  • income
  • their needs
  • their wants
  • where they hang out online

you’ll have a lot of information that will help you target your ad at the right people, on the right platform with the type of product or service offering that will fill their wants and needs.

Step 2. Create a realistic budget on how much you are willing to spend on advertising then stick to it.

Step 3. Set a realistic goal that can be measured and monitor it so that you know whether or not you are making any progress towards your goal. If you don’t have a goal that you can measure, you’ll have no idea if your ad is a success or a failure.

Depending upon your niche, the marketing budget that you will need to have for paid advertising will vary greatly.

In some niches, you might have to pay $80 – $100 or more per click while clicks may cost you $3 or less in other niches and with some ad types depending upon the chosen advertising platform.

Many professional PPC managers won’t even consider managing PPC accounts for small businesses when the monthly spend is less than $1000 or more.

The reason many of these managers will not even look at local businesses that are spending less than $1000 per month on paid advertising is that their base fee starts at $500 per month +15% of the ad spend.

A small business owner can manage their PPC account themselves if they are willing to:

  • take the time to learn how to use Google AdWords
  • take the time to keep up with the changes that Google is constantly making
  • learn how to write effective PPC ads
  • learn how to do keyword research
  • know what keywords are more targeted to buyers than researchers
  • take the time to manage their Google AdWords account
  • take the time to learn how to do split testing of ads and landing pages
  • take the time to track every part of the process

If you intend to do shopping campaigns within AdWords, you must be willing to learn a whole new set of skills and you will need to add all of the products that you will be advertising through Google AdWords using Product Listing Ads to the Google Merchant Center account that you must create for your Product Listing Ads to show.

The other PPC platforms that I mentioned will each have their own learning curve and some of them will require a slightly different set of skills to master the platform.

PPC video ads on Facebook and YouTube can be great successes or huge failures dependent upon your skill set. You only have a few seconds to capture the viewer’s interest enough to tell them why they need to watch the rest of your ad.

My personal fee for managing PPC accounts for business owners is $500 per month +15% of the ad spend and I require a six-month commitment. If a one year commitment is made, my monthly percentage of the ad spend drops to 10%.

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Maximizing Your Search Engine Marketing ROI

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