You’re a small business owner which also means that you are interested in growth and new opportunities.
In fact, the goal of any small business is to systematically increase revenue over time.
Websites are being created left, right, and center – each with a specific purpose.
With the rapid growth of the internet and online marketing, it is becoming increasingly difficult for small businesses to generate new leads and customers on the fly which is what PPC does for small businesses.
PPC, or pay-per-click, is a cost-effective advertising method that guarantees immediate success for businesses in terms of new leads and customers.
With PPC, you only pay for when someone clicks on you paid ad(s), this means that you don’t waste budget and only pay for when there is a desired action on your ad.
With the turn of the century and expansion of the WWW, PPC brings unlimited possibilities for small businesses.
PPC for small businesses can be very daunting to set up, especially if you’re just starting out.
On this page, we’ll discuss some common PPC questions, as well as some best practices to make the most of your campaigns.
To learn more, give us a call at 639-999-1447!
Whether you need PPC for your Brandon small business or PPC for your Winnipeg small business, we’ve got you covered.
What is Online Search?
Online search is the process of interactively searching for and retrieving requested information via a search engine.
As of today, Google controls more than 85% of online search traffic.
NB: This blog post refers to PPC as a representation of Google’s PPC advertising model as it is known by skilled marketers.
What Exactly PPC for Small Businesses Mean?
PPC for small businesses is an advertising strategy that allows small business owners to bid on search phrases that re relevant to their product(s) and industry.
A major advantage of Pay-per-click advertising is that it allows businesses to better target their audience online through different demographics such as location, age, gender, etc.
Whenever you search for anything on Google, you will see one or two sponsored ads before the organic results, the sponsored ads are known as Google search ads.
The ads are placed or displayed based on factors such as bid and quality score.
PPC for small businesses
Small business PPC is all about placing your business in front of your potential customers each time they search for a relevant keyword.
What are the Benefits of PPC for Small Businesses?
As a small business, increasing your brand awareness, lead generation, and customer acquisition, is always going to top your list.
It doesn’t matter if you have the best products or website, what is most important is visibility.
To do this you have to put effort into creating the perfect PPC campaign for your small business.
The most important element is to be discoverable by your target customers. PPC for small businesses helps achieve just that.
With the help of PPC advertising, you can target your ads to users living in a particular location.
People that show interest in a thing, or people searching for a specific keyword that relates to your products/services.
Who can use PPC?
Whether you are a big corporation a small neighborhood store.
PPC has leveled the playing field for businesses at all levels. From insurance firms to grocery stores.
The benefits of PPC for small businesses are many.
Ease of Creating and Managing PPC for Small Businesses
To the novice, it can be daunting; however, Google has made the process very easy to implement.
With Google Adwords, you can set up and launch your paid search ads in minutes.
From campaign set up to creating and launching ads, the Google Ads provides a user-friendly platform – even for a first time user.
Pay Only when Your Ad is Clicked
There are different types of online paid advertising such as display and video ads which you can use for your business.
However, PPC offers the best ROI if done properly.
It doesn’t matter the number of views your ad received within a given point in time, the only time you pay is when someone clicks through on your ad to your website.
Furthermore, the Google advertising platform makes it easy for anyone to quickly set up and launch PPC campaigns.
This means that you can actually make money with PPC within 24 hours of creating your ad.
Also, PPC means that you only pay when your ad is clicked.
Because you only pay when people click on your ad, PPC for small businesses is the best way to start generating leads and sales for your business.
You Can Beat the Competition with PPC
There are a lot of competitive advantages when it comes to PPC for small businesses.
For example, you own a neighborhood or small car rental business. As a business owner, you know that “Enterprise Car Rental” is most popularly searched for by customers.
With PPC, you can bid for the keyword “Enterprise Car Rental” and Google will show your ad when that particular search term is searched for if you win the bidding auction.
For example, I searched “seranking” and even though I got search results for SE Ranking, I also got search results for Mangools. In fact, “mangools” appeared first in search result page before “se ranking”
Advanced Targeting with PPC for Small Businesses
PPC for small businesses also offers advanced targeting options.
This simply means that you can set your ad to display for only certain people living in a particular area and searching for a particular term.
PPC also allows you to set the time of the day you like your ad to be displayed.
In short, PPC gives you 100% control of your ads and how you want it to be displayed.
Another good thing bout PPC is that it allows for negative keywords, i.e. keywords or search terms that you don’t want your ad to display for.
Automation Campaign Options
Google and other small business PPC providers such as Bing and Yahoo have automated some of their basic set up processes for advertisers.
Making your First Small Business PPC Plan?
Whether this is your first small business PPC plan or just want to update it, the points below will help you create winning PPC campaigns for small businesses.
Step 1: Do a Comprehensive Keyword Research
All online sale begins with a search.
You will agree with me that the days when consumers discovered a new product on a store shelf re gone for good and never coming back.
Search engines such as Google have made it incredibly easy for users to search for a product and purchase it with just a few clicks of a button anytime, anywhere.
Therefore, it is important for small businesses to understand the keywords their potential customers are searching for when looking for their products/services online.
NB: The success of any PPC campaign for small business begins with getting the right keywords – Tayo Olayinka
We at The SEO Hive Digital Solutions want you to focus on important things that matter to your business while we help you with running your PPC campaigns. Get in Touch for a Free Quote Today!
Step 2: Write Engaging Ad Copies
An ad copy is or sales copy is written content that aims to encourage or persuade a person or a group of people to take a particular action on a paid ad.
A bitter truth business owners must come to terms with is that brand awareness takes time but you can supercharge it with PPC.
And it is also your job to create ad copies that are both appealing and engaging enough for viewers to take the next step.
A good ad copy is always a key component of PPC for small businesses strategy which is why you should partner with content creators to help build a good reputation for your brand.
You want your paid ads to grab people’s attention and persuade them to make a purchase? That’s why we’re here.
Step 3: Monitor Campaigns & Optimize for Best Results on The Fly
A good thing about PPC for small businesses is the fact that you can monitor your campaigns and optimize them on the fly.
This is especially important for PPC for small businesses that don’t have a large budget of thousands of dollars to spend on ads each month.
The ability to monitor and optimize your ads on the fly makes it possible for you to show your ads to the target audience that matters.
These are the three basic steps that you need to follow in order to add value to your small business PPC campaign.
Next, we want to highlight 10 easy ways to do PPC for small businesses that will give you the best ROI.
10 Easy Ways to Do PPC for Small Businesses and Beat the Competition
The common denominator for small businesses is that they have a very limited budget for PPC advertising.
This is why we have put some effort into briefly summarizing 10 of our top small business PPC ideas that will help save you time and money.
By the end of this page, you should be comfortable with PPC terminologies and be able to set up your for PPC campaign for your small business.
1) Look at Search Term Reports in Google Ads
Search term report or keyword report should always be the first thing you check out while setting up your small business PPC.
The search term report lets you see the exact search phrases your potential customers are searching for when your ad shows up.
Not only that but you re also able to see exactly how popular some search queries are. The search term report is often a forgotten tool but is extremely beneficial for small business PPC advertising.
2) Ads Scheduling
Small business owners often wear different hats all day and are sometimes the jack of all trades.
This can lead to a waste of ad spend since you may not be able to properly monitor your ads as frequently as you should.
The ad scheduling feature in Google Ads allows you to pause your ads at certain times of the day when you know your customers aren’t often searching for your products/services.
3) Add Negative Keywords
Negative keywords are search phrases which you don’t want to show your ads for. Adding negative keywords to your small business PPC campaign is a common practice.
Negative keywords simply instruct Google not to show your ad when a particular search query is searched by online users.
A recent example that comes to mind is when our team helped a local dealership in Selkirk, Manitoba to save thousands of dollars when they came on board for our PPC account management service.
We quickly realized that their ads were showing up for keywords relating to other provinces. Nobody would drive 24 hours from Toronto to buy a car in Selkirk, Manitoba.
Therefore, what we did was to add “ontario” and other provinces to the negative keyword list. This prevented their ads from showing up for search phrase with “ontario”.
This instantly saved them thousands of dollars and prevented their ads from showing to the wrong audience.
4) Increase Bids for Keywords that Converts
PPC for small businesses offers detailed segmenting which also allows you to see which search phrases and ad copy are converting people for your business.
It is always a good idea to keep an eye out on the keywords bringing the most sales. Identifying these high-performing keywords helps you to better optimize ads for better results.
Increasing bids on those keywords bringing the most success in your small business PPC campaign will help you outrank your competitors.
5) Split or A/B Test All The Time
A/B testing is a tool that tells you which variant of your ads performs better.
It is basically an experiment where two or more variants of a page are shown to users at random times in order to determine which variation performs better for a given conversion goal.
6) Create Dynamic Search Ads
The dynamic search ad perhaps the best feature ever added to Google Ads. It allows you to create ads on the fly.
This feature allows Google to surf your website for the most commonly used keywords and matches them to consumer search queries.
The dynamic ad feature is very helpful if you haven’t hired a PPC expert to monitor your PPC campaigns for your small business.
7) Take Advantage of Google Analytics
Google offers more than just PPC for small businesses. Google Analytics is one of the best tools for analyzing your website activities.
By inserting Google Analytics tracking codes on your website, you can easily monitor or track all that happens with your ads campaign.
With Google Analytics, you re able to track everything, from number of website visitors to where they come from, time spent on the website, etc.
8) Retarget Website Visitors
Another impressive thing about Google Ads is that it allows you to retarget people that have been to your website with display ads.
The remarketing ad campaign lets you continuously remind people who had an interaction with your brand to revisit your website.
This, in particular, is our favorite feature of PPC for small businesses.
9) Monitor your Percentage of Online Search Impressions
A few clicks in Google Ads dashboard and you will see how much impressions your campaign is getting.
Ads impression means the number of people that saw your ads.
You should always make sure that your ads are shown the most number of times for certain keywords.
10) Never Forget to Always Check Your Quality Score
Quality score is a measure of how well your ad and landing page can provide a solution to a user’s search inquiry.
The two major determinants of the quality score are CTR and Bounce Rate.
The higher the CTR, the higher your quality score.
A high click-through rate suggests that your ad copy is relevant to what people are looking for.
The higher the bounce rate, the lower the quality score.
This is because Google will believe that people are leaving your landing page because it is less relevant.
You must always optimize your campaign to a high CTR and low bounce rate in order to have a good quality score.
There are a number of ways to improve the quality score of your small business PPC campaigns.
Small Business PPC Should Be Part of Your Marketing Plan
Google provides the opportunity for small businesses to easily scale their business using its Ads platform.
But it’s also a race to the top and to see which businesses can provide the best advertising experience.
Luckily you have our experts at The SEO Hive Digital Solutions on your side to dominate your competition.
Whether you own a local gym, hair salon, grocery store, or an eCommerce business.
We can help scale your small business to new heights with PPC.
Contact us today to learn more about our small business PPC services and get started growing your business online.
Are you struggling with creating winning Google Ads for your small business? Book a free strategy session with our Google Ads expert!