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New to PPC and would love some help
Hi all. Very new to PPC so apologies if it’s a basic question. I am the owner of a new business that supplies and fits vinyl flooring to local area and want to establish customers through online ads.
I know I will most likely be using both Google and FB ads to draw people to the site and our clients would ideally be within a 5-7 mile or so range of where we operate just outside London, so pretty niche. Just wondering if there’s any pointers as to how I can get the best results? Any help is appreciated!
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3 Replies
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First thing is define what you’re trying to achieve with it i.e. what is a success? Customer fills in an enquiry form? Phones you? Places an online order? What are you willing to pay for each of those, that’s your starting point. Then it is a numbers game with the price per click vs the conversion rate. It’s critical that you can track conversions, don’t start without it or you won’t know what is or isn’t working. You’ll need the google ad tracking (and ideally analytics too) all setup, usually very simple for a developer to add it.
Also not PPC and may be obvious but get a google business/maps listing setup ASAP and put some good content on there, start collecting reviews etc, which will then show on your ads too. Local you can pull decent traffic very quickly like this depending on who else is in area of course.
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PPC is a good place to start – I’d stay clear of FB ads for now (until your Google Ads are working really well for you). FB Ads for a business like yours is best used for more brand awareness marketing as it’s not necessarily targeting your target market like PPC ads on Google will.
Best pointers I can give having looked after a lot of small business PPC accounts in the UK would be:
– Get Google analytics and conversion tracking in place
– Make sure the pages you’re going to be sending the paid web traffic to are user-friendly and feature more than one contact option (i.e. contact form and a phone number)
– Stick with BMM (broad match modified) and Exact match keywords for now (these will show your ads in relevant searches around your keywords and shouldn’t burn through your budget without getting you results
– Set up an ad schedule to begin with (to make sure your ads are being shown during ‘sensible’ times during the day when people are likely going to be searching for your services)
– Use up the most space when creating ads (make sure you’re using 3 headlines, 2 descriptions etc for each ad so that you take up more space in search results)
– Make the most of ad extensions
– DON’T use Smart campaigns. I’ve had loads of small businesses come to me running Smart campaigns (what Google suggests automatically to users as soon as they signup to Google Ads). Smart campaigns burn through money and will show your ads for all kinds of irrelevant searches because you can’t adjust the fine details within the campaign to stop it doing this.
Setting up a successful search campaign on Google Ads can be overwhelming from the get-go unless you know what you’re doing. Take your time, do the research and you should pick it up fairly quickly!
Need any more help just shoot me a PM and I’ll be happy to help (I run a PPC agency that works with small businesses in the UK)
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So you are a distributor, correct?
You have to start at the top level of how you do business, and what you are providing your retailers.
Ideally – You control your brand. You ask/require that your retailers do not target your brand terms, or use your brand in ad copy. They can advertise the brand on site, and you also provide a “retailers” page with outbound links to all their sites. That way you can actually get some value out of your advertising dollars, because you have something coming through your website. Tag the outbound link, and your retailers know where the traffic came from.
When it comes to promoting retailers, display is the only practical option. If you have five retailers, then you can spend a few bucks on display without all the concerns of competing in search. Tag your ads, and that’s more value you are demonstrating.
FB/social would come back to overall brand awareness. It’s just not a practical strategy to try and parse that small of an audience out in such a small area, to try and send traffic to retailers, to somehow, eventually, maybe increase sales of your product in store. You also could be competing directly with your retailers, so in general paid social would be a longer term consideration.
Organic social is something you can definitely work on for your brand. Again, if you are getting attributed traffic back to your site, and attributable outbound traffic to specific retailers, that is additional value you can demonstrate to your retailers.
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