Digital marketing, and specifically Pay-Per-Click (PPC) in Houston, can get expensive if you are competing with national brands. To go head-to-head with the ‘Big Guys’ over popular keywords can be a budgetary disaster for smaller businesses.
The Big Guys will always win because of the size of their budgets. However, the ‘Little Guys’ can carve out an affordable strategy by targeting less popular long-tail key phrases. These phrases, although less popular, are more powerful because they resonate with the consumer at the Zero Moment of Truth (ZMOT.)
What’s the ZMOT?
The ZMOT is the moment when the consumer has decided, consciously or unconsciously, to find what they need and buy it. This person searches quite differently from someone who just wants general information about a subject. They have a pressing need and an immediate desire to fulfill it.
Imagine you are selling a book for parents of toddlers. You want to find the key words, or phrases to bid on that will have the biggest impact. If you target the word “parenting,” you are going to run through your budget very quickly because it is a popular keyword. The people searching for this very general term probably aren’t trying to solve a pressing need.
Less competitive phrases can be more powerful.
Contrast this to a Houston mother who is searching “how to get my toddler to sleep through the night in her own bed.” This is a much less competitive key phrase, but it is much more powerful. If you can provide this person a solution to their pressing need, they are very likely to take action on it. You have found them at their Zero Moment of Truth.
PPC best practices allow smaller companies can focus on less competitive key phrases that have a stronger impact. There is no need to break the bank with Houston PPC. By targeting these key phrases that consumers use when in a buying state, the Little Guys can attract more business without wasting money trying to compete with the Big Guys.