Small businesses are at a disadvantage when it comes to marketing, but only in terms of finances. Major corporations have more money to advertise and market goods, but with the right tips you can have the same knowledge base as larger businesses. The following three tips can help guide your search engine marketing in 2016.
Use Proper Keywords
Bigger players can block you out when it comes to search engine marketing by outspending your business, but the use of proper keywords can level the playing field. Focus on using only those keywords that produce high-quality leads for your company, and utilize long-tail keywords to generate a hyper-focused marketing approach.
Take Advantage of Ad Extensions
Ad extension tools are a great way to get the most bang for your buck in search engine marketing. If you are going to run limited advertisements, ad extensions allow you to provide searchers with the most information possible in one ad. Google is just one example of a provider with ad extensions, including tools such as click-to-call buttons, reviews of your business/products, and sitelinks.
Quality Ad Copy and Web Content
If you cannot outspend your competitors, then you have to find another way to stand out. The best option you have is the use of quality ad copy and web content. What makes your ad copy quality and engaging will vary by industry, but examples of good ad copy include an engaging headline and enticing promotions that consumers feel compelled to check out, at the very least. Google and other search engines are increasingly focused on weeding out good content from the bad, so with good ad copy and web content on your side, your business can improve its standings in search engine marketing without having to outspend your competitors on placement.
Finally, consider this bonus tip. Just because Google is the top search engine with the highest traffic doesn't mean you have to use it as a sole source of search marketing. As a small business or new business, other search engines such as Bing, Yahoo, and even LookSmart offer an alternative that is more affordable to launch your search engine marketing efforts.