What is PPC for small business + how it benefits your business in 2024

11 MINS
Harlan Dave Tantog

In today’s growing digital landscape, you need all the boost that you can get to maximize your online presence. With pay-per-click (PPC) services, you’ll get higher chances of reaching your target audience because you’ll be able to target them according to their demographics, interests, and search behavior.  

This level of targeting ensures that ads are displayed to users who are more likely to be interested in the products or services that you offer. And this is why PPC ads convert 50% better, according to Techjury.  

In this guide, we’ll provide in-depth information about PPC, its definition, whether you should use this for your business, and more. By the end of this article, you should be able to assess whether PPC is a smart solution for your business or not.   

What is PPC (Pay-Per-Click) marketing? 

Pay-per-click, or PPC campaign, is an online advertising model where advertisers pay a fee each time a user clicks their ad. It’s a way to drive targeted traffic to websites, as advertisers bid on keywords relevant to their products or services. PPC ads usually appear alongside search results or on websites that participate in advertising networks. 

PPC marketing offers businesses a cost-effective way to reach their target audience. By carefully selecting keywords and crafting compelling ad copies, advertisers can attract potential customers who are actively searching for products or services similar to what they offer. The bidding system ensures that advertisers with higher bids and better ad quality have a greater chance of their ads being displayed. Here’s how it usually goes:  

  1. A user enters a search query on a search engine. 
  2. A PPC auction takes place behind the scenes. 
  3. The search engine analyzes the relevance and quality of advertisers’ ads. 
  4. The search engine determines which ads to display based on factors such as bid amount, ad quality, and landing page experience. 
  5. If the user clicks on an advertiser’s ad, they are directed to the advertiser’s website. 
  6. The advertiser pays the search engine a predetermined amount based on the bid. This process allows businesses to gain visibility and attract potential customers while only paying when someone clicks on their ad. 

PPC campaigns require continuous monitoring and optimization to ensure maximum return on investment (ROI). Advertisers can track the performance of their ads, make adjustments to bidding strategies, refine targeting, and refine ad copy to improve campaign effectiveness and drive more conversions. 

PPC vs. SEO 

Pay-per-click (PPC) advertising and Search Engine Optimization (SEO) are forms of search engine marketing (SEM) strategies that help direct traffic to a website from search engines. However, they are two different channels that can work together for successful online growth

PPC advertising involves paying for every click of your ad. Meanwhile, SEO refers to improving your website’s visibility on search engines. Below are their key characteristics:  

Four key components of PPC Marketing 

There are several components to a PPC campaign. All of which are necessary to get your business and its message out to potential customers. Let’s get into the details for each item below.

1: Keywords 

Keywords act as a trigger that lets ads show up on Google. When a user searches online, keywords will help match and display ads related to the query. Let’s say a customer searches for pizza in New York, it picks up ads from businesses with keywords like “best pizza in NY” or “best New York pizzeria.”  

Keywords are vital to search engine marketing campaigns, so you should thoroughly research which relevant keywords have a high click-through rate (CTR) and cost-per-click (CPC).  

2: Ad auction   

An ad auction decides what order and which ads show whenever someone searches online. Here are the factors that Google considers in determining the ad’s relevance to the user’s query: 

  • Bid – the maximum amount you’re ready to spend for a click on your ad.  
  • Quality score– your ad’s importance and usefulness to searchers. 
  • Ad extensions and formats impact – additional information to your ads, such as your location, contact number, site links, and more.

3: Ad groups 

Ad groups store your search marketing campaign’s keywords and help organize your PPC account into a coherent structure. It determines the keywords your ads will respond to, your ad’s statement, and your visitor’s destination when clicking your ad. The number of ad groups within a campaign depends on the number of keyword groups bid on.  

4: Quality score 

Quality score refers to the relevance and quality of your ads compared to other advertisers, which is measured on a zero to ten scale. A high score will improve your ad rank and lower your cost-per-click. 

The quality score is dependent on three components which include:  

  • Click-through rate (CTR) – how often your ad will be clicked on when on display based on previous performance data. 
  • Ad relevance – how closely your ad’s content matches the keywords you’re targeting.
  • Landing page experience – whether your landing page has high content relevancy, navigability, and business transparency. 

How to manage your PPC campaign

The work doesn’t end after your new campaign goes live. You need to manage them for their continued efficiency and modify them when necessary.  

Regular account activity is one of the leading indicators of a successful campaign. Analyze your campaign’s performance and make improvements. This includes the following but is not limited to: 

  • Picking the right PPC keywords. Keywords must be relevant to your business and expand your business’ reach. In addition, keywords also help improve campaign relevance and reduce wasted spending. Keep up on keyword research and see what works best. 
  • Pruning costly PPC keywords: Review expensive and weak keywords. Take them out and replace them with better keywords.  
  • Optimizing copy and landing pages: Improve your quality score by creating unique and valuable copies for your viewers that are better than what your cometitors have. 
  • Checking the competition: Begin by identifying the main players in your industry or niche. These are the businesses targeting the same keywords and audience as you.
  • Tracking your results: Monitor the effectiveness of your campaign and adjust your PPC marketing strategy accordingly. Don’t forget to incorporate successful tactics while also finding ways to differentiate your website today.

Why do you need PPC advertising for your business? 

Reason #1: Increased visibility and brand exposure  

PPC for small businesses allows you to quickly boost your online visibility. By appearing at the top of search results or on relevant websites, you gain immediate exposure to a wide audience. This increased visibility helps enhance brand recognition and establishes your business as a trusted authority in your industry. 

Reason #2: Targeted advertising to reach the right audience  

PPC enables you to precisely target your ads to reach the right audience. Through keyword targeting and audience segmentation, you can ensure that your ads are displayed to users actively searching for products or services similar to what you offer. This targeted approach increases the likelihood of attracting qualified leads and potential customers. 

Reason #3: Cost-effective approach with measurable results  

With PPC, you only pay when someone clicks on your ad, making it a cost-effective advertising method. You have control over your budget, allowing you to set limits and adjust bids based on performance. Additionally, PPC platforms provide detailed analytics and conversion tracking, enabling you to measure the success of your campaigns and make data-driven decisions. 

Reason #4: Quick results and immediate impact  

Unlike some traditional marketing methods, PPC delivers quick results. Once your ads are live, they can start driving traffic to your website almost instantly. This immediate impact means you can see tangible results and start generating leads and conversions in a short span of time. 

Reason #5: Works well with other digital marketing channels  

PPC complements other digital marketing channels. By integrating PPC with SEO, social media marketing, and content marketing, you create a cohesive and holistic approach to your online presence. PPC can help amplify your existing marketing efforts and boost the effectiveness of your overall digital strategy. 

Considerations before adopting PPC campaigns 

Budget constraints  

Before diving into PPC advertising, it’s crucial to assess your budget. PPC campaigns require an investment, as you’ll be paying for each click on your ads.  

Determine a realistic budget that aligns with your business goals and ensures you can sustain your campaigns over time. Carefully plan and allocate your budget to maximize your return on investment (ROI) and achieve your desired outcomes. 

The need for continuous optimization and management  

PPC advertising is not a “set it and forget it” strategy. It requires ongoing optimization and management to ensure optimal performance.  

Regularly monitor your campaigns, analyze data, and adjust based on insights. This includes refining keywords, ad copy, and targeting parameters. Be prepared to invest time and effort into managing your PPC campaigns to achieve the best results. 

Possibility of not getting instant results  

While PPC can deliver quick results, it’s important to understand that instant success is not guaranteed. Building effective campaigns takes time, testing, and refinement. Be patient and persistent, as it may take some time to find the winning formula for your ads. Stay committed to continuous improvement, and with time, your campaigns will become more efficient and yield better results. 

Competitiveness in your industry or niche  

Some industries have highly competitive keywords and bidding environments, which can drive up costs. Research your competitors and evaluate their PPC strategies. Understand the landscape and be prepared to invest in competitive bidding to gain visibility. It’s crucial to assess the potential ROI against the level of competition to ensure PPC aligns with your business goals. 

When should you use PPC ads? 

If your business has a high customer lifetime value (LTV) 

If your customers tend to make repeat purchases or have a high lifetime value, PPC can help you acquire new customers and maximize their long-term value. Investing in PPC to attract these valuable customers can be a worthwhile investment. 

If your business has a high-margin product 

If your product or service has a high profit margin, PPC can generate significant returns. The increased revenue from a single sale can justify the cost-per-click, making PPC an effective tool for driving sales and maximizing profitability. 

If you have a website that converts well 

PPC works best when you optimize your website for conversion. If your website has a user-friendly design, compelling content, and clear calls-to-action, PPC can help drive targeted traffic and convert visitors into customers.  

If you can afford to spend on testing and optimization 

PPC campaigns require ongoing testing, optimization, and refinement to achieve optimal results. If you have the resources to invest in testing different ad variations, keywords, and targeting strategies, PPC can provide valuable insights and improve campaign performance over time. 

If your target audience is online and using search engines 

If your target audience is actively searching for products or services like yours online, PPC can help you reach them at the moment of intent. By appearing in search engine results, you can capture their attention, drive traffic to your website, and increase the likelihood of conversions. 

Web.com’s PPC for Small business 

Managing PPC campaigns in-house can offer certain advantages. However, there are potential drawbacks to consider.  

The process requires expertise and continuous monitoring to ensure optimal performance. It can be time-consuming, taking away focus from other important business activities. Additionally, staying updated with the ever-evolving PPC landscape and technology advancements can be challenging for internal teams. That’s where we can help! 

By partnering with a specialized PPC services team, you get help from a team of skilled professionals with expertise in PPC management. We bring industry insights, strategic knowledge, and proven methodologies to the table.  

We are Google Ads-certified and know what it takes to help you be successful when it comes to PPC marketing — from creating your plan to implementing it, all the way to tracking your results.

To help you stay on top of your PPC game in 2024, here are trends to take note of.   

  1. AI in PPC: Think of AI as a new team member in the PPC advertising field. It’s like having an assistant who helps create and manage your ads smarter and faster, like for keyword research and predictive analysis to optimize ad performance.  
  2. Dealing with higher click costs: Imagine every click on your Google ad is getting pricier, like your morning coffee costing more each day. Marketers are getting creative with tools, like ChatGPT, Adcore, and Invoca, that help them spend their money wisely.  
  3. Trying out new ways to connect with people: Marketers are like explorers, venturing into new territories, such as voice and visual searches, to meet more people where they are.  
  4. The trend of video ads: Videos in ads are like mini-movies that grab attention. They’re becoming a favorite way to tell a product’s story and get more people interested.  
  5. Omnichannel advertising:  This allows you to reach out to people — whether they’re on Google, scrolling through Instagram, or checking emails, ensuring they hear your message consistently everywhere.  
  6. Clickable phone numbers: Adding a phone number in your ad that people can click is like leaving an open door for them to walk through and chat, leading to more conversations and potential sales.  
  7. Shorter forms: Think of shorter forms like express checkouts. They’re quick and easy, encouraging more people to sign up or buy something without the hassle.  
  8. Simple design in ads: Keeping the design simple is like speaking clearly and directly. It helps make sure your message gets across without any confusion.  
  9. Straightforward content: Nowadays, people want the information like they want their news – clear and without beating around the bush. This approach keeps them more engaged and interested.  
  10. Smartly grouping your audience: Imagine having a special offer for each group of friends you have. By grouping your audience based on their interests and habits, you can make your ads feel more personal and appealing to each group. 

Increase your brand visibility and conversions through Google Ads 

PPC advertising can bring desirable results to your business, whether you decide to outsource or do it in-house. However, the choice also depends on your business needs, budget, and the industry you belong to.  

If you want to hasten the results, consider Web.com’s PPC services. You’ll work with a Google Ads certified expert to get more visits to your website, track results, optimize your campaign according to these results, and more. Get your business the traffic it deserves with targeted pay-per-click advertising today. 

What are you waiting for? Learn more about how our professional PPC services can help you grow!

  • Harlan Dave Tantog

    As a Technical Writer at Web.com, Harlan creates content that any reader can understand. With his background in technical and customer support, he incorporates his technical knowledge and deconstructs complex ideas and concepts into easy to digest texts. Outside work, you'll see him playing volleyball, jumping off cliffs, and drinking coffee at cafes.

Trending Topics