PPC Tips for Small Business Owners

It’s no secret that PPC is a great tool when it comes to advertising your product or service online. Because of that, PPC marketing is incredibly tempting also for small business owners to attract more visitors to one’s site.

Let’s have a glance at the top benefits of PPC campaigns:

  • You need to pay only when the searcher clicks on your PPC campaign
  • The PPC ad shows particularly to those looking for products or services you’re offerings
  • You can target customers locally or globally
  • You can control your paid advertising budget

Are you a small business owner planning to start your own pay-per-click (PPC) campaign? We have compiled a few PPC tips that you can use to get the most out of your search engine marketing.

Determine Your Business Goals

Before you embark on your PPC campaign, you need to determine your business goals. What you’re looking to accomplish with this PPC campaign? What actions do you want visitors to take once they click your website? What are your KPIs? The answers to these questions will help you measure the success of your PPC campaign. So, determine your business goals before diving into PPC campaign.

Do Research

Is PPC advertising right for you? Before diving into PPC advertising, it is imperative to do your research. Be sure to check the competition level in the industry and the conversion rate on your website. Keep in mind that the ROI will be high if you have landing pages with a high conversion rate. You can also choose keywords with lower competition. The more targeted your keywords, the higher your conversion rate will be in most cases. However, remember to do loads of testing!  

Time/Day Parting

Google allows marketers to determine the day of the week or even the time of day they want their advertisements to display. It can be a useful strategy for small business owners who know when their customers look for their product or service. By time/day parting of your ads, you can increase the effectiveness of your PPC campaign.

Pick the Right Keywords: By picking the wrong keywords, you may have to experience these negative consequences:

  • You’ll have to spend more budget as keywords are too competitive
  • You’ll never spend your budget as the keywords have no search volume
  • You’ll just get clicks but no conversions as the keywords aren’t relevant

It is imperative to pick the keywords that are compatible with your budget, having great search volume and relevant to your product or service.

Use Negative Keywords

Using negative keywords will help to eliminate irrelevant clicks. If you’re selling cocktail dresses, you’ll want to filter out terms- “wedding dress,” “prom dress,” and “maxi dress”. Use Google’s Search Term Reports to find intuitive ideas for negative keywords.

Separate Networks by Campaign

When marketers set up their PPC campaigns, Google recommends serving your paid ads on Search as well as Display Networks. It is a powerful strategy to gain a number of impressions and overpay for each click by a visitor. You must separate networks by campaigns to serve advertisements on each network individually. Each network will reach out to the targeted audience with different goals. You can save your money and time by separating campaigns by the network.

Don’t “Set it and Forget it”

Once you set up your PPC account, don’t think that your work is done. It is just the beginning. Being an advertiser, you need to keep adjusting bids, monitoring average position, adding negative keywords and testing ad copy regularly. Otherwise, it may affect your campaign’s performance and ROI.

Don’t Forget Mobile Users

More and more people are using smartphones for all types of searches. You must determine whether your business favors mobile or desktop searches. After getting that information, you need to allocate your PPC resources accordingly.

Monitor Your PPC Campaign on a Regular basis

Once you set up a PPC campaign, it is important to check your analytics on a regular basis to see if your paid ad brings the traffic you’re looking for. If not, you need to modify your target audience, modify your keywords or increase the budget spent on your PPC campaign.

Feel Free to Ask for Help

If you’re  new to PPC, yet want to make it work for your business, you may feel frustrated at first while managing your PPC campaign as there is quite a lot to learn at first. Feel free to reach out to the customer support service offered by Google if you’re finding it hard to manage your PPC campaign.

Hire A Professional

Google AdWords can be both your best friend and enemy. It all depends on the way you manage it. If it is used effectively by spending the appropriate time in optimizing the PPC campaign, your business will grow. And if you failed to manage your PPC campaign, it can cost you a lot. So, it is advisable to hire a professional PPC marketing agency if you’re using AdWords for the first time.

Obviously, there is no magic formula for success in the digital world. However, Proper PPC management can help large or small businesses to achieve their marketing goals. PPC campaigns can bring a great deal of new business for companies when effectively managed. Hopefully, these tips will help you run successful PPC campaigns.