If you run your own small business, you know how essential digital marketing is for reaching your customers and building your brand. One of the most effective digital strategies is pay-per-click advertising, which has become a standard part of marketing efforts in recent years. However, PPC can present certain challenges, especially if you’re new to the field. If you want to improve your efforts but aren’t sure where to get started or how to stay on top, there are a few key strategies you should know about that you can start implementing today.

1. Focus on Good Keywords

When you’re first getting started, keyword selection is an essential part of the pay-per-click process. In order to get new visitors to click on your ads, you need the right keywords that draw them in. Spend some time researching which keywords to use and which to stay away from. For instance, if you choose keywords that are too specific, irrelevant or overly competitive because they’re in a crowded space, you may be wasting your budget. Look instead for affordable keywords that get searched for frequently and are relevant to your business. Keywords that focus on intent to purchase, which indicate that a user is looking to buy something right away, are especially useful.

2. Budget Carefully

Since good marketing efforts can result in big sales boosts, it could be well worth it to devote a little more of your budget to them. In fact, if you don’t put in enough money from the get-go, you could be hurting your chances of crafting truly impactful campaigns. With PPC, for instance, you can expect a rate of about 2% click-through, meaning you need to place enough ads to get the clicks you want.

3. Organize Your Campaigns

Finally, keeping your campaigns organized will help prevent you from spreading yourself too thin and give you more energy to devote to each one. It’s okay to only have a few ongoing campaigns at a time, as long as each one is well managed and they form part of a cohesive, long-term strategy. Whether you’re focusing on sale items, a new product line or simply on a general goal of building brand awareness, form a timeline and keep your end goals in mind.

In today’s increasingly interconnected world, online advertising and digital marketing are essential components of any successful company’s marketing strategy. If you’re hoping to improve your PPC efforts but aren’t sure how to get started, keep these three simple strategies in mind and you could be well on your way to building your brand, reaching your customers and getting conversions.