Online Guerilla Marketing actively examines and responds to changes in the market environment and then seeks to exploit the opportunities that arise. The word Guerrilla which comes from the Spanish term Guerra, or War, with the -illa ending diminutive, could be translated as small war. A guerilla online marketing strategy for pay per click therefore works best with SMEs in competitive markets.

By applying Guerilla Marketing Tactics to their pay per click campaign a small business can undertake a type of online guerrilla warfare, which is a method of combat by which a smaller group of combatants attempts to use its mobility to defeat a larger, and consequently less mobile, army. A guerilla online marketing strategy applies the principles of military strategy to your PPC campaign management.

Online Guerilla Marketing Strategy:

1. Take the enemy by surprise.
You must be innovative, willing to research your PPC market place and build on the work of others, to continually surprise your competitors and delight your customers.

2. Know the terrain of the encounter.
Your terrain is the thousands of PPC keywords available to customers searching for your products/services.

3. Have greater mobility and speed.
If your company is small it should also be mobile and be in a position to respond to PPC market changes faster than the larger less mobile companies.

4. Ensure your use of information is better than your competitors.
Your use of PPC information must be better than your competitors i.e. Adwords, Adsence, Analytics and Webmaster tools.

Google Adwords marketing should not rely solely on aggressive strategies but work towards identify high volume keywords that continuously improve your pay per click return on investment.

Understanding your customer’s behaviour and aligning this with the core benefits of your service offering can provide a competitive advantage. Marketplace competitive analysis and continuous keyword research provides the necessary level of insight that small business require to continuous develop their PPC campaigns.

The proactive use of Google Analytics data and the use of evolving bid strategies can quickly identify the best time of day and positioning for individual keywords and ensure the correct balance between high volume traffcic and conversions.

Continuously updating the creation and rotation of keyword specific ads provides maximum exposure on your best performing keywords to deliver a greater click through rate (CTR).

The challenge for small businesses is to find the time and resources to undertake these actions and to do so within the context of their market challenges. The key is to gain the appropriate level of support from a PPC campaign specialist, keeping costs to a minimum whilst delivering a bespoke pay per click campaign that carefully targets and engages their customers.

Guerilla Online provides the step by step essentials for a successful PPC campaign management, supporting small business to undertake the key campaign improvements at no cost but their time. To access Guerilla Online’s pay per click marketing tips visit Pay Per Click Advertising