The PPC advertising model has become an excellent resource for small business owners. It can help you optimize your online presence, reach your target audience quickly and make conversions. Unlike organic SEO, which can take weeks or even months to get the desired result, paid search ads can bring your business to the forefront of search engine result pages immediately after launching the ads. In today’s podcast, John Horn from StubGroup and Stephen Halasnik from Financing Solutions discuss how small businesses can navigate the PPC advertising landscape to achieve tremendous results.
Navigating the PPC Advertising Landscape for Small Businesses
There is no denying that digital advertising medium has become the most popular mode of marketing in recent times. Small businesses are increasingly leveraging online platforms to market their services and products. Advertising influences 90% of people to make buying decisions. But proper use of the right platform brings the best marketing experience and result. One digital marketing channel that has become so promising for small business owners over the years is PPC advertising. No matter the size of your business, PPC can be a great marketing tool that can help you generate qualified traffic and close deals pretty quickly.
Although 45% of small businesses do various forms of online advertising, very few people fully grasp the concept of pay-per-click. Using PPC advertising can redefine your business, plus you don’t have to be a professional to tap from the many benefits PPC offers.
This piece will help you navigate the PPC advertising landscape effortlessly for you to get the most out of it.
What Is Paid Per Click Search Advertising (PPC) on Google?
As a small business owner, you must familiarize yourself with the necessary marketing concepts to avoid being left in the dust. That said, PPC ( pay-per-click) is a form of online marketing in which advertisers pay money anytime one of their ads is clicked. Unlike Search Engine Optimization (SEO), where online marketers earn visits organically, PPC is a way of buying prospects to your sites. In other words, this form of advertising allows you to pay a fee to have your website on the search engine result page (SERP) when people search for specific keywords.
When properly done, a PPC marketing campaign will become a great marketing tool for your small business. It can generate a quality lead that earns you maximum ROI. However, you need to devote time and effort to create a seamless user journey.
What Is The Most Common Form of Pay-Per-Click Advertising?
The most common form of pay-per-click adverting is Google ads. Most small business owners use this type of PPC advertising to strategically position their websites to their target audience by choosing the keywords they want their ads to rank for.
Google Ads undoubtedly is the most popular PPC advertising landscape. This marketing model allows business owners to create ads that appear on the Google search engine. However, numerous factors, including the quality and relevance of your keyword, ad campaigns as well the size of the keyword bids, will determine whether your ad will appear in the favorable ad space on the search engine result.
How Does PPC Advertising Work?
Understanding how PPC advertising works will help you create an effective pay-per-click marketing strategy. To start with, the pay-per-click model is primarily based on keywords. In other words, your ads only appear on the search engine when someone types a keyword related to your company’s product and service. Therefore, you must research and analyze the keywords most appropriate to your business niche to have successful pay-per-click marketing. Consequently, you will generate a higher number of clicks and, eventually, a higher return.
Additionally, a few factors that will determine where your ad will be placed on Google SERPs, include:
- Bidding: Businesses bid on keywords or phrases related to their company, services, or product. The highest bidder ranks high on the search engine result page
- Ads quality and Landing Pages: Google assesses and assigns a quality score for ads and evaluates how valuable and relevant your landing pages are.
- Keywords: Keywords are essential in a PPC campaign. In other words, how relevant your keywords determine the position of your ads on SERPs.
Benefits of PPC Advertising for Small Businesses
Search engines have become indispensable for small business marketing in today’s digital world. For example, more than 3.5 billion searches are done on Google daily. This means that search engine marketing will likely continue to be relevant for many years to come.
Savvy business owners know that some of the best ways to reach their customers online are through PPC- that does not mean that SEO is not effective too. Although organic SEO may land your website on the first page of search engine result pages, pay-per-click will position your business at the top. Some other benefits of PPC advertising are discussed below:
Reach your target audience.
By bidding for keywords most relevant to your business, you will be able to reach your target audience quickly. For instance, if your company deals in ‘personal computer,’ and you use pay ads keyword phrases such as ‘fast personal computer,’ you’re more likely to reach customers needing fast personal computers.
PPC advertising is a great option for small businesses that operate on a tight budget. It’s estimated that businesses realize an average of $2 for every $1 they spend on Google Ads. In addition, you pay a fee only when your ads are clicked on, ensuring that every dollar counts.
With PPC advertising, small businesses can see results very quickly. On the contrary, SEO can take weeks or months for your effort to materialize, but the paid search engine can make your company appear on the first page of SERPs immediately after launching the ad.
Learn About Our Guest
John Horn is the CEO of StubGroup, a digital advertising agency and Premier Google Partner, ranked by Google in the top 1% of all Google Partners worldwide for performance and customer care. John lives and breathes PPC, from campaign types, bidding strategies, and keyword structure, to converting more leads, increasing e-commerce sales, and growing revenue. John brings actionable tips for how you can implement the secrets of their success into your own advertising. He has also taught digital advertising to over 90,000 students online.
About Financing Solutions
Financing Solutions provides an easy-to-setup unsecured business line of credit to small businesses. The small business financing product is a great cash backup plan that costs nothing to set up, nothing until used, and is inexpensive when needed. Financing Solutions is rated A+ by the Better Business Bureau and 5 stars by the BBB/Google Reviews.
Unlike a traditional business bank loan, our business credit line requires no collateral or personal guarantee (except in the cases of fraud) making it an excellent alternative business financing option. Small businesses often used their line of credit for short-term expenses, working capital, to make payroll, or for a business investment especially when business cash flow is temporarily down.
Get a free, no-obligation business line of credit quote by filling out our simple 2- minute business line of credit application here.
Remember: The time to set up a credit line is when you don’t need it.