PPC tips for small businesses
What is PPC advertising?
Pay-per-click (PPC) advertising is a way for you to promote your products and services in search engines, online platforms, and apps. You pay every time someone clicks your ad, or installs an app on their mobile device. Ads can be text, images, videos, or mobile apps. It’s a quick way for you to promote your products or services without relying on referral traffic, organic search, or word-of-mouth.
If you’re a small business owner, you can’t afford to waste money on ineffective ads. You can save a considerable amount of money setting up and running your own ad campaigns. To do this, you will need to carefully plan your PPC strategy.
PPC campaign components
- Relevant keywords. Keyword relevance will determine how often your ad is shown
- Ad copy which should include a call-to-action, e.g. buy, download, sign up, etc
- Landing page
- Conversion path
- Bid costs. Your bid price will decide how often someone will click your ad.
Tips for PPC success
- Track your conversions
- Set a realistic budget
- Don’t run ads just to get web traffic, or to send visitors to your homepage
- Find the right keywords
- Re-target visitors who clicked your ad but did not convert
- Check your campaigns daily. Pause ads that are under-performing
- Make use of negative keywords
- Don’t use broad search keywords
- Set up multiple ads and use the ones that yield the highest conversions
- Send visitors to your relevant landing pages
- Advertise your brand name
Things to consider
- Establish goals
- Find niche keywords
- Set up campaign tracking
- Establish your target audience, i.e. age, location, devices, interests, time your target audience are online, etc.
Content for your ads
You need to write persuasive ad copy that will take a visitor to the relevant page in one click (or two, if you’re running a lead generation ad campaign to get email subscribers). Your copy can be about any of the following:
- Free trials
- Free sample downloads
- Product or service benefits
- Free giveaways or contests
- Money-back guarantees
Top PPC Ad networks
You can use to automated tools like AdRoll, WordStream, and AdStage to manage your ad campaigns. Start with Google Ads and one other platform such as Facebook or LinkedIn (for business-to-business marketing)