Online advertising is imperative for small and large businesses alike, more so than ever before, but small business advertising is significantly more difficult. Your staff and your marketing budgets are smaller, making it harder to compete with larger organisations. The good news is, with the right strategies in place, you can use online advertising to generate leads, sales, and ROI, no matter what size you are.
In this guide, we’ll share some strategies and tips to help you raise brand awareness and grow your business on a small budget.
When thinking about how best to market your small business online, start by asking yourself:
● What are your customers searching for online?
● Where and when are they searching for it?
● How can you differentiate your product from competitors?
Once you answer these questions, you can put an advertising strategy in place to help you reach more people and build your business.
If you’re a smaller business looking for affordable, achievable online advertising ideas, keep reading!
Using Google Ads for Small Business Advertising
In the early 20th century, small business advertising usually involved broadcasting your message to as many people as possible, hoping to catch the attention of a small percentage of them. You’d place an ad in the Yellow Pages or a local newspaper, or perhaps buy a radio spot, and hope the right people would see it at the right time. Online advertising is generally more cost-effective and more effective, period, because you’re able to target your marketing budget at audiences that are significantly more likely to buy from you, and closely measure how that audience responds to your advertising.
One of the most measurable forms of online advertising is paid search marketing, a system that allows you to place advertisements in the search results when people are searching for products or services related to what your business offers. You then pay the search engine every time somebody clicks on one of your ads. This is known as PPC or pay-per-click marketing.
Because Google is the world’s most popular search engine, Google’s search advertising system, Google Ads, is the most popular platform for PPC.
You can make Google Ads work even on a limited budget by ensuring
these best practices:
● Bidding on keywords with high intent: Only place advertisements on keyword searches that reveal commercial intent, or intention on the part of the searcher to buy something. E.g. if you’re an accountancy firm, you’ll get more value out of people searching for specific phrases like “specialist property tax accountant” than something broad and generic like “bookkeeper” Keyword research will help you find those “sweet spot” keyword terms.
● Using various targeting methods to focus your budget: For example, you could use targeting parameters to only show ads to users in certain locations, or to restrict your ads so they only appear during your small business’s active operating hours.
● Working to improve your Quality Score: Google assigns every keyword in your account a Quality Score, which is a “grade” between 1 and 10 that assesses how relevant your ads are to people searching for that keyword. The more relevant your ads, the better your score, which means that Google rewards you with higher ad rankings at a lower cost per click. This means, businesses that take the time to create high-quality ads can get more exposure for less
To learn more about how AdWords works, check out:
● PPC at: https://vendodigital.co.uk/ppc/
● Book a free consultation with one of our specialists.
● Speak to other business owners.
Using Bing Ads for Small Business Advertising
Bing has a smaller share of the search engine market than Google, but it’s still used by millions of people every month. That’s millions of people you could be reaching with your advertising! As a bonus for small businesses, Bing Ads also tends to be less costly than Google Ads. On average, costs per click (or CPC’s) on Bing Ads are 33% lower than on Google Ads. A few more reasons to try adding Bing Ads to your online advertising mix:
● Bing Ads offers more granular control of some parts of your advertising campaigns
● Bing is especially popular among older, more affluent demographics, as well as in the travel industry
● Bing has better device targeting options It’s also easy to duplicate your AdWords campaigns and use the same ad
creative on Bing. So it is a great business decision to reach that additional audience that might be interested in your business.
Social Media Advertising for Small Businesses
Paid advertising on popular social networks like Facebook, Twitter, andInstagram is another attainable and effective way to advertise your small business. Paid ads commonly known as ‘sponsored’ posts are far more effective at reaching your target audience than organic posts. The reasons to advertise on social media are obvious. Let’s take Facebook for example. About 85% of British people use Facebook, and more than 45% use Facebook several times a day!
Facebook advertising costs are also lower on average than other forms of online advertising, and Facebook offers an amazing targeting opportunities. If you want to reach men between the ages of 19 and 26 who live in South
London, like cars and work investment bankers, you can do that! Facebook offers extremely low cost per 1000 impressions, normally between £4-£10. So a very small cost to get your advertising in front of 1000 people.
For more help with Facebook ads, check out:
● Call one of our Facebook experts for a free consultation
● Check out our social media marketing guide: https://vendodigital.co.uk/social/