You’re a small business owner, and you’re proud of that fact. But it doesn’t mean that you aren’t interested in growth—in fact, you’d probably love to increase your revenue in a scalable manner. So why not try PPC?
PPC, or pay-per-click, is a cost-effective advertising method that has become a massive part of digital marketing strategy. You only pay for ads if someone clicks through to your site, meaning that you don’t waste money on people who read them but aren’t actually interested in your business. Plus, you get to set the rate for each click. This gives you tremendous control over your budgetary allotment.
However, PPC advertising can be confusing. On this page, we’ll discuss a few common questions related to PPC, as well as some best practices that can help your business make the most of your campaigns.
Frequently asked PPC questions
As Internet marketers, we’re often asked the same questions about PPC campaigns, including:
- What price should I set for my PPC campaign?
- Which PPC platforms should I use?
- How will I measure the performance of PPC?
- What kind of PPC advertisement should I write?
The following best practices answer all of those questions and will help you get well on your way to running effective campaigns.
1. Start small
Unless you’re working with someone who has experience with PPC, it’s best to start small with your campaigns. Managing multiple ads and budgets can be confusing, and it’s easy to spend hundreds of dollars in a day or two if you’re not careful.
We recommend starting with one campaign on Google AdWords. This is one of the most popular platforms because it can get your business in the results of the largest search engine in the world. Plus, it’s much simpler to track your analytics if you only have one campaign occurring. As you get more accustomed to the way PPC marketing works, you can add more campaigns into the mix.
2. Be specific
Many times, the PPC campaigns created by small businesses without PPC experience use broad keywords and think that it will increase their chances of reaching more customers. Not only is this a waste of time, but it also has a terrible return.
Be as specific as possible with the keywords you target with PPC campaigns. Instead of trying to have your ads displayed to those who search for “restaurants in Birmingham,” (which likely has a high cost per click), target people who search for “Italian restaurants in Halesowen.” This will not only cost less but will also ensure that the people who see your ads are actually looking for businesses like yours.
3. Use clear language
Bad headlines get a bad return, and strong, dynamic headlines get strong dynamic results. If you’re not sure if your headline is compelling, ask some trusted colleagues, friends, family members, or mentors. If you can’t decide between two headlines, consider conducting an A/B split test to determine which one performs better.
4. Use geographic keywords
One of the best ways to maximise your small business PPC budget is to geo-target all your ads and use language that’s appropriate for your area. So instead of just mentioning the city, you’re located in, use specific areas. People from out of town might not recognise them, but when it comes down to it, are they really even a part of your demographic?
5. Include clear calls to action
You want your PPC prospects to do something specific, so don’t be shy in saying what that is! Many times, PPC ads have no clear call to action, making them virtually useless.
One action (potentially repeated twice) is all you need. That way, your prospect won’t have to think too hard about what to do next.
6. Monitor your results
Although your PPC campaign will continue to run as long as you pay for it, that doesn’t mean you can just set it up and let it go without checking in. You need to monitor your results, if for no other reason than to ensure it’s still working for you and your small business.
Keeping an eye on analytics can also help you adjust and improve your ads. As you continue to revise, your campaigns will only become more effective—and generate even more results for your business.
7. Consider hiring a professional
Finally, it’s important to realise that managing PPC campaigns isn’t always easy. Should you find that you simply don’t have the time to do it on your own, you may consider hiring an Internet marketing agency to assist you with the creation and management of your paid ads.
Contact us to learn more about how Angry Apple can help your small business launch custom PPC campaigns!