This article discusses the differences between enterprises and small to medium-sized businesses (SMBs) when it comes to developing and optimizing pay-per-click (PPC) campaigns. The major differences identified include budget, volume, and emphasis on return on investment (ROI).
SMBs typically have smaller budgets than larger enterprises, which significantly impacts their marketing strategy. To deal with lower budgets, they should focus on narrower targeting to prioritize the most important audiences. The article recommends using phrase and exact match keywords, localized geo-targeting, and local and/or long-tail keywords to maximize budget impact. It also emphasizes the importance of specific targeting for small to medium-sized B2B companies.
SMBs also tend to have lower volume than large companies, which makes it more difficult for automation to work in their favor. Manual bidding strategies are recommended as a starting point to combat lower volume, while emphasizing the importance of accurate data collection and feeding higher-quality data to algorithms for successful automation.
Emphasis on ROI is a key factor for SMBs, as they want to see a quick return on their investment. The article recommends focusing on capturing existing demand first by using search and remarketing campaigns with higher user intent to convert. Additionally, it stresses the importance of reliable and accurate conversion tracking to determine campaign success.
The article also provides specific PPC optimization tactics for SMBs, including the regular review of search terms and placement reports, avoiding unnecessary networks, testing bid modifications, ad schedules, and exclusions, and ensuring that the website is optimized for conversions.
In conclusion, the article emphasizes that SMBs face different challenges compared to larger corporations when it comes to PPC campaigns, such as limited budget, less data, and greater pressure for results. However, implementing tighter targeting, maximizing control over ad spend, accurate conversion tracking, and ongoing refinements can help SMBs make the most out of their PPC dollars and compete effectively in the market.
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