When it comes to advertising, big business usually have it locked up. They tend to have a bigger budget and large in-house marketing teams. As a small business, it can seem as though you’ll never be able to compete with them. There’s no way that a small business would be able to afford to advertise in national newspapers or on prime-time television. Pay-per-click (PPC) is a channel available to everyone that, when you know; how can level the playing field between you and your competitors.
To stand-up to your competition, you must first understand how they are attracting their traffic. Take a look at how they are running their PPC adverts, what language are they using? If your competitors are running offers, discounts or promotions and they are visible in their advert content, then consider including your offers too. We don’t expect you to match their discounts on price, but customers are much more likely to choose a supplier that is running a deal.
Don’t try and be subtle, make it obvious why a customer should choose your business. What can your business offer that your competitors do not? Whether you specialise in a certain area, you’re the only local company; you offer a lifetime guarantee a free quote or 24-hour support. Whatever it may be, make sure that you promote your exceptionality. When creating your advert, you have the option to add site-links and callouts to further strengthen your advert content.
Persuading customers to click on your advert is one challenge, the next is converting the traffic; this will be achieved with a stylish website design. Simple navigation, clear and concise content and a website that appeals to your target audience will inspire trust and confidence in your brand. Regularly update your website with any offers that you are running and keep your customers informed with a “latest news” section. An effective advert will only do so much; your website needs to convince the customer that you are the perfect choice.
At Bitlab, we understand that not everyone will have an in-depth knowledge of PPC and best practice. As a small business, it can be difficult to juggle every job, and PPC can become very time-consuming. Techniques are constantly changing, and a PPC specialist can help you to monitor and communicate effectively with your target audience, competing with the big businesses. If you want to find out more about how we can help you, contact our team on 0330 041 4564, use our contact form or email email@example.com.