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Pay-Per-Click (PPC) Strategies Part 1: 3 Key Pay-Per-Click Targeting Strategies for Your Small Business

As a small business owner, you're undoubtedly more interested in the growth of your venture. Consequently, you may find yourself spending considerable time and resources pursuing additional revenue streams.

PPC advertising can support your business goals, helping you increase your revenue, drive traffic, and boost brand recognition. However, for a significant number of startups or small firms, investing in PPC can be seen as challenging and costly. Yet, with a good targeting strategy, small businesses can easily compete with significantly larger firms for clicks.

Check out these top three targeting strategies to keep you winning at PPC!

pay per click advertising optimization tips on laptop

1. Pick Ideal Keywords

Identifying and selecting optimal keywords is an important step that contributes significantly to how much a small business spends on PPC advertising. Inefficient keyword choice can sabotage your marketing budget without significant contribution to your business's traffic. So what’s the solution? Be remarkably precise with the keywords you employ to facilitate the reach of your PPC campaigns.

For small businesses with a limited budget, consider picking long-tail keywords, those with at least three words, as they tend to have less competition and therefore, lower PPC. In addition, incorporate negative keywords that exclude searches you don’t want to show up for which can minimize how much you spend on clicks that have little to no value to your small business.

2. Use Geographical Targeting

The same ad campaign performs differently in different regions or countries. Even if you have a national market, consider creating separate campaigns for different regions so as to better measure the ROI, CPC, and other metrics. Optimization becomes an easier task if you can dissect your target audience according to their geography.

3. Target Specific Demographic Groups

Knowing your audience is essential. With PPC advertising, you can target consumers based on age, gender, marital status, occupation, etc. If you use Facebook PPC advertising, you can even laser-target your audience according to multiple criteria. Choosing the demographic groups wisely can help you save on wasted clicks.

For more information about PPC advertising and the best strategies for your small business, contact us at Igniting Business today and stay tuned for next week’s blog post to learn more about how to take your campaigns to the next level!

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