PPC (pay-per-click) is a form of online advertising where advertisers pay each time someone clicks on one of their ads.
These ads are typically displayed on search engine results pages, social media platforms, and other websites that allow advertising.
PPC advertising can be beneficial for small businesses for several reasons. First, it allows small businesses to reach potential customers who are actively searching for products or services they offer.
This makes it easier for small businesses to connect with customers who are interested in what they have to offer.
Second, PPC marketing is cost-effective because advertisers only pay when someone clicks on their ads. This means that small businesses can set a budget for their advertising spend and only pay for the clicks they receive.
Third, Pay Per Click advertising provides measurable results. Small businesses can track the number of clicks, impressions, conversions, and other metrics to see how their campaigns are performing.
This allows them to adjust their campaigns to improve their return on investment (ROI) and get the best results.
Finally, this advertising technique is highly targeted. Small businesses can target specific keywords, demographics, and geographic locations to ensure that their ads are shown to the right people at the right time.
This can help them generate leads and sales more efficiently than traditional advertising methods.
In summary, PPC is a form of online advertising where advertisers pay each time someone clicks on one of their ads.
It can be beneficial for small businesses because it allows them to reach potential customers who are actively searching for their products or services, is cost-effective, provides measurable results, and is highly targeted.
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Why Small Businesses Need to Run Pay Per Click Search Ads ?
Small businesses need to run pay-per-click (PPC) ads for several reasons:
Targeted Advertising
PPC allows small businesses to target specific demographics, geographic locations, and even interests. This means that small businesses can reach their ideal customers more effectively, and at a lower cost than traditional advertising methods.
Cost-effective
PPC advertising allows small businesses to control their advertising budget more effectively. They can set a daily or monthly limit on their spending, and only pay for clicks on their ads, rather than for impressions or views.
This makes PPC advertising more cost-effective than other forms of advertising for small businesses with limited budgets.
Immediate Results
Unlike traditional advertising methods such as print, radio, or TV ads, Pay Per Click advertising provides immediate results. Small businesses can see how their ads are performing in real-time and make adjustments to their campaigns accordingly.
This means they can start generating leads and sales almost immediately.
Measurable Results
PPC ads provides small businesses with measurable results. They can track the number of clicks, conversions, and the cost per click (CPC) of their ads.
This means they can measure the ROI of their advertising campaigns and adjust their spending and targeting to get the best results.
Competitive Advantage
Small businesses can use PPC advertising to gain a competitive advantage over their competitors. They can target their ideal customers more effectively, and with a well-planned campaign, they can generate more leads and sales than their competitors.
In summary, PPC advertising is an effective and cost-efficient way for small businesses to reach their target audience and generate more leads and sales.
It provides immediate and measurable results and can help small businesses gain a competitive advantage in their industry.
Common PPC Terms Small Businesses Must Know
Here are some common PPC terms that small businesses need to know:
CPC (Cost per Click): This is the amount of money an advertiser pays each time someone clicks on their ad.
CTR (Click-through Rate): This is the percentage of people who click on an ad after seeing it. It is calculated by dividing the number of clicks by the number of impressions.
Impression: This is the number of times an ad is displayed on a webpage.
Conversion: This is the action that an advertiser wants a user to take after clicking on an ad, such as making a purchase, filling out a form, or calling a business.
Landing page: This is the web page that a user is directed to after clicking on an ad. It is designed to encourage the user to take a specific action, such as making a purchase or filling out a form.
Quality Score: This is a score assigned by search engines to ads based on factors such as ad relevance, landing page experience, and expected click-through rate. A higher quality score can result in lower CPCs and higher ad rankings.
Ad Rank: This is a score assigned by search engines to ads based on factors such as bid amount, ad relevance, and landing page experience. Ad rank determines an ad’s position on the search engine results page.
Budget: This is the amount of money that an advertiser sets aside for their PPC advertising campaign.
Campaign: This is the overall strategy and structure for a PPC advertising campaign. It can include multiple ad groups, ads, and keywords.
Ad Group: This is a subset of a campaign that includes a specific set of keywords and ads. Ad groups help advertisers organize their campaigns and target specific audiences.
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General Keywords Small Business Can Use in Their PPC Campaigns
Here are some general keywords that small business owners can use for their PPC campaigns:
“Near me” – this keyword can help local businesses target customers who are searching for businesses in their area.
“Best” – this keyword can help businesses target customers who are looking for the best products or services in their industry.
“Affordable” – this keyword can help businesses target customers who are searching for products or services that are budget-friendly.
“Sale” – this keyword can help businesses target customers who are looking for deals and discounts.
“Free” – this keyword can help businesses target customers who are looking for free trials, samples, or other offers.
Brand names – businesses can use their own brand names as keywords to help customers find their products or services online.
Industry-specific keywords – businesses can use keywords related to their industry or niche to help customers find their products or services online.
Product-specific keywords – businesses can use keywords related to specific products or services they offer to help customers find those products or services online.
Competitor names – businesses can use competitor names as keywords to target customers who may be searching for their competitors but could potentially be interested in their own products or services.
It’s important for businesses to do keyword research to find the most effective and relevant keywords for their specific business and target audience.
How to Run PPC Ads for Small Businesses?
Here are some steps to follow when running a PPC (pay-per-click) campaign for small business owners:
Define Your Goals
The first step is to define your PPC campaign goals. Do you want to generate leads, increase sales, or build brand awareness? Having clear goals will help you create a more effective campaign.
Identify Your Target Audience
Next, identify your target audience. Who are you trying to reach with your ads? What are their interests, demographics, and behaviors? This information will help you create targeted ad groups and campaigns.
Choose Your Keywords
Keywords are the words or phrases that people search for on search engines. Choose keywords that are relevant to your business and that your target audience is likely to search for.
Create Compelling Ad Copy
Your ad copy should be clear, concise, and compelling. It should include your main selling point and a call-to-action that encourages people to click on your ad.
Set Up Your Landing Pages
Your landing pages should be optimized to match your ads and provide a seamless user experience. They should also include a clear call-to-action that encourages people to take the desired action.
Set Your Budget and Bidding Strategy
Set your daily or monthly budget for your campaign and choose a bidding strategy that works best for your business goals. You can choose to pay for clicks (CPC), impressions (CPM), or conversions (CPA).
Launch Your Campaign and Monitor Performance
Once your campaign is launched, monitor its performance regularly. Track the number of clicks, impressions, conversions, and other metrics to see how it’s performing.
Make adjustments to your campaign as needed to improve its performance.
Refine Your Campaign
Refine your campaign over time by adding or removing keywords, adjusting your bidding strategy, or testing different ad copy and landing pages.
Continuously optimizing your campaign will help you get the best results.
In summary, running a PPC campaign for small business owners requires defining your goals, identifying your target audience, choosing your keywords, creating compelling ad copy, setting up your landing pages, setting your budget and bidding strategy, launching your campaign and monitoring performance, and refining your campaign over time.
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Frequently Asked Questions (FAQs)
What is PPC advertising?
PPC (pay-per-click) advertising is a form of online advertising where advertisers pay each time someone clicks on one of their ads.
These ads are typically displayed on search engine results pages, social media platforms, and other websites that allow advertising.
How does PPC advertising work?
PPC advertising works by allowing businesses to bid on keywords related to their products or services. When someone searches for those keywords, the businesses’ ads will appear at the top of the search results.
If someone clicks on the ad, the business will be charged a fee for that click.
What are the benefits of PPC advertising for businesses?
PPC advertising can be beneficial for businesses because it allows them to reach potential customers who are actively searching for their products or services, is cost-effective, provides measurable results, and is highly targeted.
How much does PPC advertising cost?
The cost of PPC advertising varies depending on the keywords being targeted, the competition for those keywords, and the budget of the advertiser.
Businesses can set a daily or monthly limit on their spending, and only pay for clicks on their ads, rather than for impressions or views.
How do businesses measure the success of their PPC campaigns?
Businesses can measure the success of their PPC campaigns by tracking the number of clicks, impressions, conversions, and other metrics.
This allows them to adjust their campaigns to improve their return on investment (ROI) and get the best results.
How can businesses improve their PPC campaigns?
Businesses can improve their PPC campaigns by targeting specific demographics, geographic locations, and interests, creating relevant and compelling ads, optimizing landing pages for conversions, and continuously monitoring and adjusting their campaigns based on performance metrics.
Should businesses hire a professional to manage their PPC campaigns?
While it is possible for businesses to manage their PPC campaigns themselves, hiring a professional can help ensure that the campaigns are optimized for maximum effectiveness and ROI.
A professional can also stay up-to-date on the latest PPC trends and best practices, saving the business time and money in the long run.
How long does it take to see results from PPC advertising?
PPC advertising provides immediate results, and businesses can start generating leads and sales almost immediately.
However, it can take some time to optimize the campaigns for maximum effectiveness, so businesses should plan on monitoring and adjusting their campaigns regularly.
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