With the turn of the century and the expansion of the World Wide Web as we know it, the possibilities of PPC for small businesses are virtually endless. With the rapid growth of the internet and digital advancements in recent years, it has become necessary to have a filing system. How else could you find something on the Internet with millions and millions of options?
Users, businesses, and search engines needed something that could easily shift through everything and deliver exactly what people were looking for. All in seconds. Google created exactly that.
Then after fixing this problem, they saw an opportunity for business owners to advertise their business in the search results. This is now known as PPC advertising. And it's especially useful for small businesses trying to compete with their larger counterparts.
Through this blog, we have highlighted the importance of PPC for small businesses
What exactly does PPC mean for small businesses?
Pay-per-click advertising is a way for business owners to bid on keywords related to their industry or the interests of their audience. Businesses attempt to serve their ads generated accordingly when a user searches for a particular keyword.
For example, say I am looking for packers and movers in Bangalore. The first thing I do is go online and search “packers and movers in Bangalore” on Google. Within seconds, Google shows me a list filled with millions of pages having that keyword. All arranged by algorithms based on my location, relevance, my intent, etc. Top results are paid placements that are ranked by the highest bidder for that keyword.
Small business PPC is all about taking advantage of this search results trajectory when your potential customer searches for an associated keyword. Brands bid more to rank higher in search results, but Google doesn't charge you until someone clicks on your ad and lands on your website. Hence the name pay-per-click (PPC).
Does PPC work for small businesses?
Compared to traditional printing, television, and radio methods, these advertising strategies take much longer to plan and produce the final ads. But since PPC ads only take a few hours to be approved, you can start receiving targeted traffic much faster, which means less waiting.
Another huge benefit of PPC for small businesses is flexibility. Since all announcements are digital, they can be quickly edited to reflect any changes such as a change in phone number, address or can even be disabled when out of stock. With traditional advertising methods, you will be stuck with outdated brochures and banners, which would mean spending more money to replace them.
But by far one of the best benefits of PPC marketing has to be the targeting options available. PPC networks like Google allow you to target users on a range of options, including keyword, region, gender, age, and device type. With so many targeting options, you can run campaigns that will only target users with the highest chance of converting, thus maximizing your budget.
What Kinds of Small Businesses Can Benefit From Pay-Per-Click Advertising?
Virtually any small business can benefit from implementing a pay-per-click marketing strategy to boost their web presence. The trick is to identify targeted and relevant keywords, understand your target audience, and develop a strategy that will generate the right types of leads.
There are a few characteristics of small businesses that can lead to increased PPC results and these are:
Increased Customer Lifetime Value - Physicians, educational programs, utility providers, and subscription services can typically set higher PPC budgets as each conversion has the potential to generate very high lifetime value for each new customer.
High profit margins - If your advertised product generates a high profit, your marketing campaign may choose to pay more per click. Some examples are home renovations, big ticket items, lawsuits, or vehicles.
Niche Products - Selling a product or service that consumers have a hard time finding locally makes your business a great candidate for PPC ad campaigns. People often rely on Internet searches to locate unusual or rare products.
If any of these business traits resemble your small business, start your pay-per-click advertising campaign immediately. Check out this blog by Ignite visibility for deeper elaboration on how PPC ads work.
Conclusion
Launching and improving your website is just the first step. Implementing an ongoing marketing strategy that includes Pay-Per-Click advertising is an important part of small business success in digital marketing. When a small business puts off PPC marketing, it leaves money on the table for its competition. If any part of your PPC advertising efforts seem overwhelming or confusing to you, please don't hesitate to contact our team for advice at [email protected]
