Pay-per-click (PPC) advertising could be a big boost for your small business marketing efforts.
To get the most bang for your buck, you need to choose the right PPC strategy.
It's essential to understand the key principles of PPC advertising and pick a customized solution that really matches your needs.
The term "Pay Per Click" can be a little confusing and intimidating. As a small business owner, you know how important it is to be careful with your dollars and cents, so the idea of paying for clicks might not be the most appealing at first glance.
What's more, the concept seems overly technical on the surface. You know how traditional marketing and word-of-mouth advertising work, and you're comfortable with those methods. So why stretch outside of your base of knowledge to enter the tangled world of clicks and search engines and ones and zeroes?
Well, simply put, with a minimal amount of effort and a small investment of your time and money, you can turn those ones and zeros into dollar signs.
You see, PPC isn't really all that complex of an idea. A PPC strategy is just another kind of digital marketing, where advertisers pay a fee whenever one of their ads is clicked on. Basically, it means you're paying for people to visit your site, rather than getting visitors naturally.
Alright, so first off, don't worry; I promise this article won't turn into acronym overload. But it is important for us to quickly explore the difference between PPC and SEO.
Both are strategies for getting visitors to see your site. The big difference is that PPC means paying to appear at the top of search results, while SEO is all about getting there the hard way. PPC ads will appear in a designated area in search results, while highly-ranked, SEO-driven results will appear in the non-paid results.
One way to explain it is to say that PPC campaigns are like paid express lanes on the highway. If you really want to get ahead of the rest of the traffic, you can pay to go in the express lane and fly past the congestion. Or, you can work your way through the traffic (with effective SEO strategies) and get where you're going a little more slowly.
When used properly, PPC can be an excellent tool for small business owners looking to promote their products or services via online ad campaigns. To do this effectively, it's important to understand the ways in which PPC is used differently by large and small businesses.
A large business can afford to spend a lot of money on PPC campaigns and have professionals to perform keyword research using programs like Google Adwords, write ad copy and analyze click-through rates (click-to-viewer ratio) and conversion rates (click-to-sales ratio).
Unfortunately, small business owners like you rarely have those luxuries. To make the most of your dollar, you need to target your PPC campaigns in a refined, careful way. That's why it's a great idea to turn to a reliable partner for PPC services.
At the very least, you want to work with Google Ads-certified experts who can advise you and help you shape your paid search strategy. Even better is working with an account manager who can identify your specific needs and help you adjust them as they evolve.
In short, large businesses already have the internal support they need to run PPC campaigns successfully, in most cases. Small business owners need to lean on a knowledgeable, trustworthy partner to ensure they get on the right track and stay there.
The answer to that question depends largely on your business needs. Some industries are more suitable for running PPC campaigns than others. The following industries are some that often benefit from implementing PPC advertising:
Flooring and Tiling
Dentists and Orthodontists
Home Repair and Handyman Services
The right PPC strategy is the one that allows you to market online effectively while also focusing on running your business. In other words, it's the strategy that gets you the most leads while taking up the least amount of your time and energy possible.
So what does an efficient, schedule-liberating PPC strategy involve? For a busy small business owner, it's as easy as turning to the experts at Web.com.
Our team has the knowledge and expertise required to ensure that your PPC campaign matches your requirements and is targeted to your market, rather than trying to implement some kind of one-size-fits-all solution.
It starts with our people. When you turn to us for PPC assistance, we'll pair you up with Google Ads-certified experts who will work with you during a one-on-one consultation to come up with a strategy that works for you.
Following your consultation, our experts will put their keyword research expertise to work selecting phrases customers are searching for in the market your business serves. The right keywords make for more interesting and engaging ads, which could provide a big boost to your click-through rate.
As your campaign gets off the ground, you'll be able to track it with our on-demand reporting features. The performance insights you gather from these reports will help you understand which ads are working best and how exactly visitors are arriving at your website.
Finally, we'll analyze the tracked results and use that data to help you make improvements to your PPC strategy. This continual process of reporting and optimization will help make your PPC advertising campaign much more effective over time.
Put all of these steps together and you have a comprehensive PPC solution that's the perfect choice for small business owners who are short on time and light on disposable income. This affordable option is tailored to your budget and timeframe, so you won't feel pressure to push ahead with a strategy that's too costly or time consuming. With budgets starting as low as $300 and flexible strategies crafted by our experts, you'll feel comfortable with the process from start to finish.
While it's true that the world of PPC can seem like a tough nut to crack, it really couldn't be easier when you work with the right team. As your go-to choice for help with targeted PPC advertising, Web.com is proud to help small business customers across a wide range of industries get over their digital marketing hurdles.
Whether you're new to the world of PPC or you're just tired of having to handle everything yourself, our friendly, highly-trained experts are ready to serve you.
Don't let a lack of time or technical know-how prevent you from thriving in the world of PPC advertising. We'll help you launch your PPC campaign and drive more traffic to your website and more leads to your business. Contact us today and find out for yourself why so many small business owners turn to us for all of their PPC needs.