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How can a start up business succeed using Google paid search with a limited budget?
When you look at the goals of a paid search campaign, they can be boiled down into two different activities:
If you are a startup business or an emerging small business, you need
to bring in sales to keep the cash flowing but you also want to give
yourself an opportunity to ‘go big’ if the right people see your product
or service. When we build a client’s campaign, they always will
include ad spend in both of these areas, the percentage breakout may
differ, but let’s be honest, everyone needs to see sales, leads, etc and
other track-able events happening to be happy!
An Adwords camping focusing on brand should always be present, it’s
the easiest and most cost-effective way to own the experience and
messaging that someone receives when they search for your brand in
Google. Once you have your branded campaigns set up, start building out
a campaign that is as tight as you can get with your keyword sets –
we’re trying to achieve the highest conversion rate possible here with
exact match keywords and wonderfully converting landing pages. Moving
out another level, start targeting people that are shopping – literally
shopping on price, color, timeline, location, and other factors.
Finally, the brand awareness campaign where the top of the funnel is
targeted can be built out as a way to capture traffic that is relevant
but still may not have a huge conversion rate. Target certain websites,
demographics, locations, time of day, etc. All of these channel
variances can affect how well a paid search campaign performs.
When you’re ready to start building your paid search campaign, start
slow but be aggressive and give yourself an opportunity to capture
enough data that you can use to make business decisions.