Continuing on the theme of PPC & the Rainforest you’ll remember that our last post talked about how one strategy to gain visibility is to grow like crazy. By being the tallest tree in the forest you get the first shot at sunlight. However, there are other plants growing in the rainforest that do just fine without being hundreds of feet tall. How do they do it?
Get Broad
If you can’t compete with the towering giants in your space you’ve got to assess how else you can survive. In the rainforest the solution is to get broad – as in broader leaves & broader branches. Despite those tall trees, there is still a lot of sunlight trickling down to the lower levels of the forest. Your job is to pick up as much of that light as possible. Here’s a picture of how that’s accomplished:
Courtesy of the aerial tram I was riding in at the time, this shot was taken from above. As you can see, the tree here has spread out to occupy as much space as possible. This allows the plant to capture as much of that extra light as possible. So how do you “get broad” with your PPC efforts?
Broaden Your PPC
Here are the quickest ways to broaden your PPC reach:
- Add long-tail keywords – Look through your Search Query Reports and find phrases that might be 4 or 5 words long, but produce good results. Place them, along with close variations, into new ad groups and write more specific ad copy for them.
- Use ad extensions – With the ease of implementing sitelinks, call extensions, location extensions, social extensions and product extensions to occupy additional real estate and convey more benefits, you can’t ignore this.
- Start remarketing – Place the remarketing snippet on your site and set up a campaign to target these people anywhere they may be going in the Display Network. You don’t have to worry about irrelevant placements, and if you set the frequency caps correctly you won’t annoy or creep out your visitors.
This is just a quick way to capture more exposure, but what other ways would you suggest?
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