Having a digital presence for your business is a must, everyone said. But nobody told you how to compete against those big companies with deep pockets and huge advertising budgets. Now, you may be thinking that the world of PPC (pay-per-click) advertising is too harsh or unfair to a small business, but that’s not the case. With the tips and tricks we are sharing below, you can ensure that no giant eats into the online visibility of your small business.

Watch the competition

You don’t need to follow what the big brands are doing, but you should be aware of their strategy. For example, if all your competitors are running promotions, it would be a good idea to include a similar messaging into your ads. No, you don’t need to match the discounts your competitors are offering; people happily pay extra for a better quality. But watch the competition on a regular basis to see how you can benefit from their strategy.

Bid smart

With a little effort, you should be able to come up with a list of long-tail keywords with a high probability of conversion. They may not get you as many hits as a generic keyword, but they are cheaper, and more likely to get you a sale. If there are some popular keywords you feel you really can’t do without, go for them by putting a limit on when and where you advertisement gets shown. So, instead of competing for such keywords 24×7 in vain, target 4 major cities on a specific day for a specified time and take away a share of conversions from big brands.

Messaging is key

When you only have a limited amount of real estate to get your message across, you need to make sure you are using it wisely. Generic adjectives like ‘best-in-class’ or ‘top quality’ don’t really do much to attract customers. Instead, focus on the real competitive advantage you have over the big businesses. For example, many people prefer to support local businesses instead of filling the pockets of chain retailers, so stress on being local. Dig into your competition’s website to see what they are offering and then create a customized, persuasive pitch to lure their customers away.

Get help

PPC advertising is in a constant state of flux. What worked yesterday may not work today. You need to be on your toes at all times to uncover those little tricks that will give you an edge. While big brands have an army of digital marketers by their side, all it takes for a small business to stand out is PPC advertising management services from a specialized digital marketing company. Zone One Digital has helped numerous small businesses to increase their online sales through highly-effective PPC ads. Get in touch today to know how we did it, and how we can help you.

Pro tip: A content-rich, well-designed website will give your small business a big brand feel and inspire your visitors to make purchases. Get your website designed by experts to ensure digital success!