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How Small Business Can Compete with Big Business on the Web – AdWords
Posted on May 11, 2016 by bullseye1

small businessman looking at his big boss

Small business budgets are small and big business budget are great.  How to overcome this if you’re a small business with your small business budget? Searchers search for very specific things on the web, so targeting “long-tail” keywords with an Internet strategy (you should have one by now) is how to do it. We can help you define such a strategy at Target Marketing Solutions. We’ll talk with you at length and listen to your needs and goals on the Internet, arriving at the optimal strategy from your company.

This article from Forbes explains.

For most businesses advertising online, the success of your pay-per-click (PPC) ad campaign is related to the size of your advertising budget. The more money you have to place bids, the more keywords you can target TGT -5.43% and the more ad displays you’ll receive. Big brands have big PPC budgets and routinely manage campaigns targeting literally millions of keywords.

As a small business, how can you compete? Here’s how:

1. Target long-tail keywords with high conversion probability, such as “headlights for 2004 toyota camry.”A query like this may have far lower volume than “auto parts,” but it is cheaper to bid on and more likely to produce a sale. Targeting thousands of phrases like the latter will make your budget go further and produce a healthy conversion rate.

2. Target high-volume keywords, within limits. A term such as “toyota auto parts” may be too expensive for a small business to bid on 24/7/365 on a national basis. However, PPC enables you to put limits on when and where your ad displays. Targeting this phrase, for example, on Mondays between 10 a.m. and 2 p.m. in five major markets will enable you to carve a slice of conversions away from the big brands.

3. Make your offer too good to refuse! If you’re competing against big brands, you’ll need a strong offer to make up for your lack of brand recognition. Something like 30 percent off the first order or two for the price of one will make search engine users pause and take notice. A strong offer is the best way you have to improve click-through rates (CTR).

How Small Business Can Compete with Big Business on the Web – AdWords, Google AdWords, Google Shopping, Google MyBusiness

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