Small Businesses Do Paid Search?

What is Paid Search Advertising, Exactly?

Paid search advertising, commonly known as Pay-Per-Click (PPC), is an online marketing strategy where advertisers pay a fee each time their ad is clicked. This model allows businesses to bid for ad placement in search engine results and other online platforms. One prominent platform for PPC is Google Ads. Advertisers select keywords relevant to their products or services, and when users enter these keywords in a search engine, the ads appear at the top or bottom of the search results.

PPC packages typically involve budget allocation, keyword selection, ad creation, and campaign management. Advertisers set a daily or monthly budget, and the PPC platform charges them only when users click on their ads. The effectiveness of PPC campaigns depends on factors such as keyword relevance, ad quality, and bid amount. PPC offers a targeted approach, ensuring that ads reach users actively searching for specific products or services.

Introduction

The size of your business determines many factors, including marketing expenses. Most small businesses refrain from doing paid search marketing as it is the most expensive form of digital marketing. But if planned well, paid search marketing can deliver surprising results for small businesses having a limited budget. It can give all benefits of paid advertising that your competitors who have an abundant advertising budget are enjoying.

A small business can succeed using PPC advertising by honing its advertising campaign. A great campaign strategy and an intelligent blend PPC elements can pave way for desired PPC results. Small businesses should primarily use PPC advertising because:

1. It Produces Instant Results

A small business might need to wait for years to experience substantial business growth through traditional advertising. Whereas PPC advertising produces instant results, as soon your ad is approved it starts appearing on search engines, where the number of impressions is based on your budget. You can measure its performance against set standards at any time to know how it has helped your business so far. For example: If you are a new startup selling air fresheners, your biggest problem is that no one knows you, well getting known will take time, but till then PPC ads can help you in getting some potential leads.

2. Total Control Of Your Campaign And Costs

In paid search advertising, you only pay when your ad is clicked, that means you have complete control of every single penny that you have invested. Your campaign consists of a series of ads designed to meet your communication objectives. It is completely up to you to exhaust your PPC budget in one go & on one ad, or on multiple ads slowly and steadily. For example: If you have a paid advertising budget of dollar 300, instead of spending it altogether, you can spread it as dollar 100 for each week for a duration of 3 weeks.

3. Better Targeting Options

What is the point in advertising your product/service to people who may not be interested in it? PPC advertising allows you to target advertisements based on various factors to enhance advertising performance. You can filter ad audience based on location, keywords, device, language and browsing history. For example: If you are selling “refrigerators”, you will probably target someone who is searching for “refrigerators” in your area.

4. Pay Only For Performance

Would you ever pay for a commodity without buying it? Offcourse not. In the same way paid ads provide security of investment, where you definitely get something in return when you pay. For example: If your ad appears 20 times in a day and is clicked only 5 times, based on your bid you only need to pay for 5 and not all 20 impressions.

5. Timing

You can control the timing to show your ad in search results. You may want your ad to appear at all times or perhaps you may want it to appear only on some selected days, or only during operating hours when you can respond to customer queries. For example: If you are a local restaurant you would like your PPC ad to get orders for you only during your working hours on working days otherwise, you will not be able to fulfill the order.

We hope that the above article can convince small businesses to go for paid search advertising.

ValueHits is an established PPC agency offering paid advertising services to clients from various industries. If you are a small business looking for paid advertising solutions, get in touch with us.

Steps to get started for PPC

1. Define Your Goals:

   • Clearly outline your business objectives and what you aim to achieve with PPC advertising. Whether it's increasing website traffic, generating leads, or boosting sales, having well-defined goals will shape your PPC strategy.

2. Keyword Research:

   • Conduct thorough keyword research to identify relevant keywords for your business. Tools like Google Keyword Planner can help you discover keywords that are likely to drive traffic to your website.

3. Competitor Analysis:

   • Analyze the PPC strategies of your competitors. Identify the keywords they are targeting, the ad copies they use, and their overall approach. This can provide valuable insights and help you refine your own strategy.

4. Budget Allocation:

   • Set a realistic budget for your PPC campaign. Consider the cost per click (CPC) for your chosen keywords and allocate your budget accordingly. This ensures that you have a clear understanding of your spending limits.

5. Choose PPC Platforms:

   • Decide on the PPC platforms you want to use. Google Ads and Bing Ads are popular choices, but depending on your target audience, platforms like Facebook Ads, LinkedIn Ads, or others may be suitable.

6. Create Compelling Ad Copies:

   • Craft engaging and relevant ad copies that resonate with your target audience. Highlight unique selling points and include a compelling call-to-action (CTA) to encourage clicks.

7. Landing Page Optimization:

   • Ensure that the landing pages your ads direct users to are optimized for conversions. The content should align with your ad, and the page should have clear CTAs to guide visitors towards your intended goal.

8. Ad Extensions:

   • Use ad extensions to provide additional information and encourage users to interact with your ads. Extensions can include site links, callouts, reviews, and more, depending on the platform.

9. PPC Management Packages:

   • Explore PPC management packages offered by agencies or consultants. These packages often include services like campaign setup, ongoing optimization, and reporting. Evaluate different packages to find one that suits your needs and budget.

10. Monitor and Adjust:

    • Regularly monitor the performance of your PPC campaigns. Track key metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Make adjustments based on performance data to optimize your campaigns continuously.

11. Geo-Targeting and Audience Targeting:

    • Use geo-targeting and audience targeting options to narrow down your audience. This ensures that your ads are shown to the most relevant users based on their location and demographics.

12. Reporting and Analysis:

    • Set up regular reporting to track the success of your PPC campaigns. Analyze the data to identify trends, successes, and areas for improvement. Use this information to refine your strategy over time.