How to Use Pay-Per-Click Advertising to Grow Your Small Business

Jul 25, 2022 | Business

Pay-per-click (PPC) advertising is a fantastic method to reach out to people who are looking for goods or services similar to yours. This form of advertising allows you to post ads on search engines and other websites. The way you might come across PPC ads is by looking for a specific product or service on a search engine. For example, if you are looking for a new laptop, you may see PPC ads for different brands of laptops near the top of the search results.

Several different types of PPC ad formats are available. The most common type is the text ad, which allows you to include a brief description of your business along with a link to your website. You can also use images or videos in your ads, which can be a great way to catch people’s attention. Additionally, there are a number of different targeting options that you can use to ensure that your ads are being seen by the right people.


PPC Stats

Small businesses that use PPC advertising can see an increase of up to 500% in website traffic and an increase in sales of up to 30%. With an average click-through rate (CTR) of 2%, you can use PPC advertising to optimize your return on investment (ROI) by using conversion tracking. Conversion tracking allows you to track how many people clicked on your ad and then made a purchase on your website. This information can help you determine whether or not the money you are spending on PPC advertising is worth it.



What is pay-per-click (PPC) advertising?

PPC, or pay-per-click, advertising is a type of online marketing in which businesses pay a fee to platforms like Google and Facebook each time their ad is clicked. PPC is an effective way to reach potential customers who are actively searching for products or services like those offered by your business. This active searching has intent behind it, called “user intent”.

User intent is the goal that a user has when they perform a search query. For example, when someone searches for “pizza near me,” their user intent is to find a pizza place nearby. User intent can be broadly classified into four categories: navigational, informational, commercial, and transactional.


Types of Intent

  1. Navigational intent is when the user is looking for a specific website, such as “facebook.com.”
  2. Informational intent is when the user is looking for information about a topic, such as “how to make a pizza.”
  3. Commercial intent is when the user is looking to buy something, such as “pizza delivery.”
  4. Transactional intent is when the user is looking to complete a transaction, such as “order pizza online.”

PPC advertising can be used to target all four types of user intent. For example, a navigational ad might take the user directly to the Facebook homepage, while an informational ad might provide links to articles about how to make the perfect pizza. A commercial ad might promote a particular pizza delivery service, while a transactional ad might provide a link to an online ordering system. By understanding user intent, PPC advertisers can create more effective ads that are more likely to lead to conversions.

A variety of businesses use PPC advertising, including eCommerce businesses, B2B companies, and local businesses. The most popular PPC platform is Google Ads, but other platforms that offer PPC advertising include Bing Ads and other smaller platforms like Taboola and Propeller Ads. When creating a PPC campaign, businesses must choose relevant keywords and write effective ad copy to ensure that their ads are clicked by potential customers.



What are the benefits?

Pay-per-click (PPC) advertising can be a great way for small businesses to get their products and services in front of potential customers.


Advantages and Disadvantages

  1. PPC advertising can help you reach a large and interested audience quickly and easily
  2. With PPC, businesses only pay when someone clicks on their ad, making it a cost-effective way to reach people who are interested in what they have to offer.
  3. PPC ads can be targeted specifically to the people who are most likely to convert, making them an efficient use of marketing dollars.

However, there are also some disadvantages to consider.

  1. First, PPC can be competitive and expensive, especially in popular industries.
  2. Second, unless it is managed carefully, PPC can result in a lot of wasted clicks from people who are not actually interested in what the business has to offer.
  3. Last but not least, PPC requires ongoing effort and attention in order to be successful, which can be challenging for small businesses with limited resources.

Overall, PPC can be a great tool for small businesses when used correctly, but it is important to weigh the pros and cons carefully before deciding if it is right for you.



How do I get started with pay-per-click advertising

Audit and Strategy

Before starting any type of advertising campaign, it’s important to audit your brand and marketing efforts. This will help you better understand where your brand is, what assets you already have in place, and what still needs to be set up. An audit will also help you identify any gaps in your advertising efforts.

For example, if you’re planning to start a PPC campaign, you’ll need to make sure that your website is optimized for conversion. If it’s not, then your PPC ads are likely to be less effective. Similarly, if you’re planning to run a social media campaign, you’ll need to make sure that you have strong visuals and engaging content. A brand and marketing audit will help you identify any areas where your advertising efforts are falling short, so that you can make the necessary improvements.


PPC Strategy

An important second step is to have a well-defined PPC strategy in place before launching any campaigns. The PPC strategy should include a budget for the campaign, as well as targets for who the ads should reach. Additionally, the PPC strategy should define the goals of the campaign, such as generating leads or increasing brand awareness. By planning and preparing a PPC strategy ahead of time, businesses can increase their chances of success with PPC advertising. Here are some of the steps to define a PPC strategy:


  1. Define your goals. What do you want to achieve with your PPC campaign? Are you looking to generate leads, increase brand awareness, or drive sales? Once you know what you want to achieve, you can create KPIs (key performance indicators) to track your progress.
  2. Research your keywords. What terms will potential customers use when they’re searching for products or services like yours? You’ll need to bid on these keywords in order to place your ads in front of searchers, so it’s important to choose wisely.
  3. Set up your account. Most PPC platforms (like Google Ads) require you to set up an account before you can start running ads. This process is usually quick and easy, but it’s important to follow the instructions carefully so that your account is set up correctly.
  4. Make sure that your tracking is set up, so that you can accurately measure the results of your campaign.


Implementation and Management

A PPC or pay-per-click campaign can be a great way to generate leads and sales for your business. However, like any marketing initiative, a PPC campaign needs to be managed on a regular basis to be successful. Monthly management of your PPC campaign should include monitoring of the campaign, and seeing where campaign performance can be optimized. Here are five ways that a PPC campaign can be optimized:


  1. Review your PPC strategy. Make sure that your PPC goals are still relevant and that your campaigns are aligned with those goals.
  2. Analyze your keyword performance. See which keywords are generating the most clicks and conversions, and adjust your bid prices accordingly.
  3. Evaluate your ad copy. Click-through rates can be a good indicator of how effective your ad copy is. Experiment with different headlines and descriptions to see what works best.
  4. Review your landing pages. Make sure that your landing pages are relevant to your ads and that they offer a clear call to action.
  5. Monitor your conversion rates. Keep an eye on how many leads or sales you’re generated from your PPC campaigns, and adjust your budget accordingly.

By regularly monitoring and optimizing your PPC campaigns, you can ensure that they’re as effective as possible.



What types of content can be advertised on PPC campaigns?

There are two main types of pay-per-click ads: search ads and display ads. Search ads are text-based ads that appear on search engine results pages (SERPs), while display ads are image-based ads that appear on websites and apps. Both types of pay-per-click ads can be effective, but they work in different ways.


Search Ads

Search ads are typically more effective for driving leads and sales, as they target users who are actively searching for products or services like yours. Display ads, on the other hand, are more effective for building brand awareness and reach, as they target users who are not actively searching for your products or services.

There are several different types of search ads, including text ads, product listing ads, and call-only ads. Text ads are the most common type of search ad, and they feature a headline, a description, and a URL. Product listing ads (PLAs) are similar to text ads, but they also include product images, pricing information, and customer reviews. Call-only ads only feature a phone number, making them ideal for businesses that want to generate phone leads.


Display Ads

PPC display ads are a type of online advertising that uses images, infographics, videos, or other visuals to catch the user’s attention. The most common types of display ads are banner ads, video ads, and rich media ads.

Banner ads are the simplest type of display ad, and they often include text and images. Video ads are similar to banner ads, but they use video instead of images. Rich media ads are more complex and interactive than banner or video ads, and they often include animation or sound. Display ads can be an effective way to reach potential customers, but it is important to create high-quality ads that are relevant to the target audience.



Tips for creating engaging PPC content

PPC (pay-per-click) advertising is a popular and effective way to reach potential customers online. However, PPC ads can be expensive, so it’s important to make sure that your PPC content is engaging enough to justify the cost. Here are five tips for creating more engaging PPC content:


  1. Write headlines that pack a punch. Your headline is the first thing people will see, so make sure it’s attention-grabbing and relevant to your ad.
  2. Use strong visuals. People are more likely to engage with ads that contain compelling images or videos.
  3. Keep your message clear and concise. PPC ads are typically limited to a few sentences, so make every word count.
  4. Use calls to action. Tell people what you want them to do, whether it’s clicking on your ad or making a purchase.
  5. Test, test, test. Try different versions of your PPC content to see what works best for your audience and your business goals.

By following these tips, you can create PPC content that is more likely to engage potential customers and lead to conversions.



Measuring the success of your marketing efforts

PPC data is essential for measuring PPC efforts for a number of reasons. It can provide insights into how well an ad is performing, how often it is being clicked on, and where it is being clicked on. Pay-per-click data can also help to identify opportunities for improvement, such as increasing the click-through rate or reducing the cost per click.

There are a several ways to collect PPC data, including using Google Analytics or other web analytics tools, conducting A/B tests, or using PPC software. PPC software provides a wealth of data that can be used to measure PPC performance, including metrics like cost per click, conversion rate, and return on investment. By understanding the importance of PPC data and how to collect it, businesses can make sure they are making the most of their PPC campaigns.


PPC Data Insights

PPC data can be a valuable asset for informing other types of digital marketing. For example, PPC campaigns can provide insights into which keywords are performing well and generating click-throughs. This information can then be used to guide SEO efforts, helping to ensure that the right keywords are being targeted. PPC data can also be used to inform content marketing strategies.

By understanding which topics are generating the most interest, businesses can produce content that is more likely to resonate with their audience. As such, PPC data can play an important role in informing general digital marketing strategies.



Outsourcing your social media marketing to a consultant

PPC, or pay-per-click, advertising can be a great way to drive traffic to your website and generate leads. However, PPC can also be time-consuming and complex, making it difficult for busy small business owners to keep up with the latest trends and best practices. As a result, many small businesses choose to outsource their PPC advertising to a consultant or agency.

There are several benefits to outsourcing PPC, including access to expert knowledge and specialized tools, as well as the ability to free up time so that you can focus on other aspects of your business. However, there are also some challenges to outsourcing PPC, such as finding a reputable consultant who is a good fit for your business and managing expectations around results.

When choosing a PPC consultant, it’s important to look for someone who has experience managing campaigns for businesses in your industry, and who is transparent about pricing and deliverables. With the right PPC partner in place, you can focus on running your business while leaving the PPC management to someone else.




If you’re not already using PPC advertising, now is the time to start. This type of online marketing is an effective way to reach potential customers who are actively searching for products or services like those offered by your business. And the best part? It’s a cost-effective way to market your business. Visit our home page now to learn more about how PPC can help you grow your business.