A guide for PPC strategy for startups
2020 May 12
What do you think when you hear the word ‘startup’? Television, the internet and movies all portray startups in the basement or an empty building with one to three visionary minds all working together to finally make it happen. While a number of startups do start this way, not all startups end up being the unicorns of their niche or industry.
It is estimated that 90 percent of startups fail whether it be too niche of a product and/or service or simply running out of capital with no one willing to invest more. On the other hand, a number of startups such as Uber and HelloFresh are successful and a number of small businesses with hard working entrepreneurs break through to be successful companies!
What makes a successful startup? Understanding their demand in the marketplace. Whether it is extremely niche or a wide range product and/or service, understanding that this is needed is critical.
A startup needs digital marketing efforts to be successful, and one of these marketing efforts needs to be Pay Per Click (PPC) advertising.
Pay per click (PPC) marketing can be an expensive investment for many brands, especially startups. On average, it is estimated that a small to medium sized business is spending $10,000 per month on PPC ads. As the leading Denver pay per click experts in the area, we are saying you do not need to spend $10,000 as a startup to see results.
Luckily, there are PPC for startups strategies you can use to get the most out of your ads. These strategies not only increase your click-through rate but also generate conversions, which can result in increase of sales and revenue.
Here are PPC for startups strategies one can use to ensure that your startup is getting the most out of your PPC campaigns.
PPC ads can be as expensive or cheap as the budget set in place. Without PPC management or an experienced PPC expert, a startup can find themselves spending more money per click than necessary. Even if you only want to spend $10 per day, as long as the ad is properly optimized, this should not be an issue.
It can be a bit harder, but it can be done. Without a budget or understanding that each click costs money, a startup can find themselves spending a large amount of their overall marketing budget without results.
Here are a number of online resources and classes that can help any startup learn more about PPC management.
Where is your target audience?
Google dominates the market shares and is the largest search engine out there, but not every startups audience is on Google. A majority of your target audience could be using Bing or Yahoo! Depending on their demographics.
A majority of audiences who use Bing ages range between 45 to 54 years old with an average household income of $100,000.
Is this your target audience? If it is, it might be beneficial to run PPC ad campaigns on Bing and Google.
Are they searching for these products or services on a desktop or mobile device? Yup, this is the next understanding that is important. It would be beneficial to run PPC ads that are optimized for mobile devices and desktop.
What problems are you solving for your target audience? Understand that this is what is critical. At the end of the day, marketing is about solving problem/s that consumers are searching for. If you are reaching your older end of your target audience, make sure to solve these problems; however, on the younger end of your target audience, explain the ease and speed of this.
With that, what phrases are they typing into their preferred search engine? There is a drastic difference between each phrase that is used. These phrases are called keywords and are one of the most important elements to a successful campaign.
Keyword research is the research of phrases that a startup’s audience will be searching for on search engines and specifically on Google. Keywords are the phrases that consumers are typing into search engines to find products, services, answer their questions or other notions.
If a searcher types into Google, “meal kit delivery services.” The results that populate are dependent on a number of factors from SEO optimization to keyword research. A startup should invest in both PPC ads and SEO, but if a startup wants to break through the market faster, PPC ads bring in instant results.
Neil Patel, one of the industry’s top leaders said it best, “if you don’t know which relevant keywords should lead to your site, you can’t drive traffic, sales and ROI.”
Keyword research is what will bring qualified sales and lead generation to a startup’s PPC campaigns because these keywords are based around competitor analytics, target audience and market research and an understanding of the best keywords based on their CPC and competition.
Are there keywords here or related one that would be beneficial to the overall budget? A Denver pay per click expert says yes, but add some more in there!
Use negative keywords
Negative keywords prevent users from seeing your ads when certain words or phrases are used on search engines. For instance, if you are a local meal delivery service, you can filter out some terms people use when looking for similar, but not relevant services. Here are two examples:
Free meal kits
Weight loss meal kits
This way, people who search for these negative keywords won't trigger your ads and, thus, you won't have to pay money. This strategy saves startups a lot of money that they can spend on other relevant keyword searches, such as general and specific keywords.
A common mistake that startups make is creating a long list of keywords to run multiple campaigns and ad groups. Unfortunately, startup budgets are small, and this approach stretches it out without yielding any returns.
Instead, it is vital to focus on one or two campaigns with a few ad groups to yield results. Additionally, ensure your campaigns revolve around one product, and they direct consumers to your landing page or website.
Using location targeting for your PPC ads are essential in ensuring that you advertise where you can deliver. This is where local keywords are important and are optimized for specific PPC ad campaigns! Local search has increased since 2017 with a 900 percent increase in “near me” searches with others ranging from “near me now” to “open near me.”
As a startup, you don't have a large target audience in different parts of the world. If the products and services are more geographically important to the region than to others in the nation, then make sure to target local audiences. Also, a PPC campaign allows for local and national targeting with keyword research.
Therefore, depending on the ad running, it could be a local or national campaign that reaches the correct target audience on a micro or macro level!
Whether it is a meal delivery service or dog shoes, a startup can implement PPC ads to break through their niche industry and to start to reign as the unicorn who made it.
Denver Media Group has experience in PPC ads and management of PPC for startups to Fortune 500 companies. For help with your startup PPC management, website or other marketing services, contact our experts today!
We are here to help.
Denver Media Group has experience in PPC ads and management of PPC for startups to Fortune 500 companies.Contact us for a Zoom meeting!
Posted In: SEO and Search Marketing