Faced with stiff competition from international companies armed with large digital marketing budgets, smaller businesses have traditionally been at a major disadvantage when trying to climb up Google’s rankings through paid-for search results. Today, however, technology and a more sophisticated approach to digital marketing for SMEs is levelling the playing field. By using the right AdWords management platforms, focusing on only the key forms of SEM and optimising campaigns in terms of location and device, SMEs and entrepreneurs do not need to break the bank to compete with the big incumbents.

A major boost for the digital marketing efforts of small businesses has originated in the recent rise of affordable, automated marketing platforms. Companies such as deltamethod, The Pult Group and Adchemy have effectively democratised digital marketing, providing smaller businesses with affordable access to cutting-edge campaign management and analysis tools.

Recent figures from deltamethod show that automated platforms can cut the cost of running campaigns by up to 30%. These platforms allow users with little formal training to automate pay-per-click campaigns, analyse ROI on AdWords and accurately target potential customers. By using these intuitive platforms, in-house digital marketers gain a significant advantage when implementing paid search strategies.

It has been reported that Google accounts for 40% of all web traffic globally, therefore achieving prominent visibility on the search giant should be a priority. Google AdWords has long been heralded as an effective way to drive website traffic and if used correctly, can form an integral part of your digital marketing strategy. AdWords offers the most straight forward way to consistently place your business on Google’s front page.

Although automated platforms have simplified AdWords campaign management for small businesses as outlined above, it is important to bear in mind several factors when designing and implementing a campaign.

Firstly, keyword selection is a priority consideration. This will involve carefully working out which specific keywords customers are using to find your service. This will help you to hone your keywords instead of simply relying on broad and often expensive keywords.

Surprisingly, this is a common mistake with a reported quarter of all small businesses relying on very broad keywords. Instead, SMEs should look to so-called long-tail keywords which more accurately reflect their business and target customers. Taking this approach will save you money and increase your lead conversion rate.

Localising your campaign and scheduling your ads appropriately are further AdWords tactics which will ensure that ads reach the right people at the right time. Once again this is something which will become easier to achieve as SEM management platforms become more sophisticated.

With analysts predicting that up to 50% of search traffic will come via mobile by 2015, it is also important to optimise your strategy for mobile. SEM management platforms are evolving to cater for this trend so users have more flexibility in adapting AdWords campaigns for the mobile web.

Digital marketing needn’t be a minefield. Setting aside a little time to familiarise yourself with the various forms of SEM will help you pick the best options for your business. If done well, paid search advertisement techniques will help your company’s ads succeed in Google’s ecosystem. By focusing your efforts on the customers your business wants to reach, rather than those who are irrelevant, you will save a lot of time and money.

 

By Elias Russezki, Managing Partner of deltamethod. 

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