How to Use PPC to Grow Your Business


    If you want your PPC campaign to remain effective in 2020, you have no choice but you need to grow. In some cases, this development means thinking about things in a different way than before.  Managing pay-per-click campaigns, they search, social, or display based usually becomes a series of habitual tasks.

    While this allows for stability and scalability, sometimes it causes blind spots in legacy accounts those working together more than a year. The best SEO companies in India adopt the latest method for PPC marketing.

    PPC advertising or search engine marketing or SEM continues to gain some favor with online marketers across very industry and from SMBs to enterprise organizations.

    Many small business owners start out with online marketing strategies that are generally considered as “free” like SEO and social media. If you value your time, you should know that doing those well is not “free”. As a business, booms, and companies grow like SEO and social media. As business booms and companies grow, many business owners assume that paid online advertising options, like PPC, are the natural next steps.

    However, PPC is much different from other online marketing options. Doing it well means first determine if it is right for your business and if it is the right now for it. If it is, it is hard to know where to start and mistakes are easy to make.

    Is Pay-Per-Click Advertising Right for Your Small Business?

    According to most of the business decisions, marketing strategies seem to weigh heavier on small businesses. SMBS need all the exposure and promotion they can get but have less to spend on it. This makes every win a huge success, but it also makes the risk scarier.

    What’s more, modern small businesses have more marketing outlets to choose from than ever before. Options are good, but it can also be hard to tell where to start, what will work best, and how much to invest in each one. PPC is one of several digital marketing strategies, but how do you know if it will return qualified leads and help close sales for your brand?

    A look at the pros and cons of PPC is a good place to start.

    1. PPC is instant

    Sometimes instant is bad but sometimes instant is good. Almost everything needs a process of getting it going and building that snowball whether it is SEO, social media or even conventional marketing.

    Almost anything else you do requires a process of getting it going and building that snowball whether it’s SEO, social media, or even conventional marketing. With PPC you are hitting somebody who is near the end of his or her search, looking for your product. You get them at that moment of decision and have a chance to convert them right there. Very, very much instantaneously. As soon as a PPC campaign is set up, your ads start to appear to a much-targeted segment. Search engines have, essentially, building momentum for you to tap into at just the right moment.

    2. PPC Gives You a Lot of Control

    If you’ve ever been accused of being a control freak, PPC won’t judge you. Where social marketing relies heavily on the whims of your audience, and SEO relies on sometimes unclear search engine algorithms, PPC lets you fill in every field. Particularly compared to a lot of platforms such as email and SEO, PPC affords you so much control. You can regulate what keywords you want to bid on, accurately what you want the copy to say, and what the landing page is going to be. There’s just so much more control that you don’t necessarily get from the other sources. Of course, user whim and search engine algorithms are still factors with PPC, but you can get your hands on more details with PPC.

    Should you Outsource PPC or Keep it In-House?

    Small business owners and entrepreneurs are great at doing a variety of business tasks from accounting to sales to marketing.  No doubt, keeping things to the in-house is a great way to save much-needed funds but outsourcing your weaknesses is a necessary skill for small business owners.

    1. How Much Time Do You Have?

    PPC is not a plug-and-play strategy, and it is not something that you can do over lunch or with a few evening hours. PPC is a full-time job whereas 5 or 6 years ago, you have no idea about the PPC and its effective results. It is so advanced process that you really need someone who focuses on it all the time. If you do not have much time that can spend the majority of his time on the account, then it makes sense to outsource it to the best SEO agency or freelancer who is going to spend the time necessary to optimize the account.

    PPC these days is about more than choosing keywords and assigning dollar amounts. In addition to strategy, set-up, monitoring, and analyzing, a good PPC manager will spend time staying up-to-date on strategies and best practices.

    2. How much you know about PPC?

    If keyword data excites you, then you might be in a really good place to handle your own PPC advertising. If not, you might want to hand it off. It takes a lot of passion to really manage it yourself. There are so many detailed settings that you can get into. If you are going to retry it once again makes sure that you should have someone who can help with that analytics set-up.  Google Analytics is famous for a “good integration”. You should be perfect in both cases.

    Most entrepreneurs strike out on their own because they’re passionate about their work, their solutions, and/or their customers not because they’re passionate about keywords and marketing metrics. If it’s time to add PPC to your marketing strategy, but you don’t have the time or the drive to own it, send it out to someone who does

    How to get started with PPC for your business

    When the time comes to add PPC to your marketing mix whether you’re going to do it by yourself or outsourcing. There are two main considerations to go over before you, or your agency starts bidding on keywords.

    1. The Brand Website

    The best PPC ad is only as good as the website or landing page it sends users to. Take care of any necessary touch-ups or updates on your website before launching a PPC campaign. It doesn’t need to look like a Fortune 500 company site, but make sure you’re competing in your local vertical. Then, take a second look at your site with the end of your PPC campaign in mind.

    Many times, especially for a PPC campaign it means to optimize an existing page or to create a new page, especially for that PPC ad. Home pages and landing pages have some different goals and a well-designed PPC ad that sends someone where he doesn’t expect to go is a wasted click.

    Thus, make sure that your website, in general, is aesthetic and user-friendly compared to your direct competitors, and then make sure you have a specific landing page designed for a specific goal that relates to your PPC campaign.

    2. The Budget

    Every business owner needs to decide what a lead is worth in order to set a strategic budget. How many qualified leads make it through your sales funnel and how big is your profit margin?  That can be a difficult number to determine, but it will give you an idea of what you should pay for a click.

    Then, consider your industry. Even if all other factors are the same, the value of a lead will vary by industry because of what your competition is willing to pay.

     3. Ease of Creating and Managing

    Google’s has made the process of online advertising a little easier with the many features its platform offers. A handful of other companies have followed suit with a similar pay-per-click interface.

    From account creation to creating ads, the summarized steps along the way make Google Ads a user-friendly platform even for a first time user. Imagine what value a trained professional can bring to the table when it comes to using this tool for small business PPC.

    4. Beat the Competitor

    There are many competitive advantages when it comes to PPC for small businesses. The one that is most important is when it comes to showing your ads for a competitor’s business. With the help of PPC, advertising it lets you bid for such competitive keywords. If you win the bid auction, Google will show your ad when that particular keyword is searched regardless of what the intent was.

    Lyft uses the same techniques to try to capture some of Uber’s potential customers. They have ads running that appear in the search results for their direct competitor.

    5. Automation Options

    Google and other small business PPC providers have included the ability for advertisers to automate some of their basic functions like setting budgets, pausing campaigns after they cross a certain daily spend or even not showing ads for particular words. This saves a lot of time for busy business owners whose time might be well spent somewhere else. 

    Making your First Small Business PPC Plan? Start with this.

    Whether you are making your first small business PPC plan or just want to refine it. This is a great place to start either way. The below points will help you get started on how to make a splash in your PPC marketing plan. Above all, how to think strategically about small business PPC.

    Step 1: Keyword Research

    Gone are the days, when consumers discovered a new product on a store shelf or in a sales catalog. The advancements in digital technologies have made it possible for users to search for a product and buy it with just one click of a button while on the go or at home.

    For this reason, it is important for businesses to know what keywords are used by the customer to search for their product or services online. There are many tools that help with this including Google’s own Keyword Research Tools that tell you exactly what your customer is searching for.

    For this reason, it is important for businesses to understand what keywords their customers are using to search for their products/services online. So they can properly bid on search queries and keywords closely related to their products/services. There are many tools that help with this, including Google’s own Keyword Research tool that tells you exactly what your customers are searching for.

    Step 2: Write Engaging Copy

    As a smart business owner, you have to come to terms with the fact that your brand is not going to be on an overnight success train. No writer can pull your content upto the Shakespearean level that will turn your brand into a sensation.

    You need to collaborate with content creator and creative experts to build a reputation as such for your brand.  There is never uninteresting copy, there are only uninterested readers. It is our job to create and copies that are both appealing and engaging enough for viewers to take the next step. This is ever so relevant when it comes to drafting ad copy for small business PPC.

    Step 3: Monitor Campaigns and Optimize for best results

    What we love about PPC for small businesses is the fact that we can monitor the campaigns instantly and switch out what is not working. This is particularly true when it comes to PPC for small businesses that do not have thousands of dollars to spend each month.

    1) Look at Search Term Reports

    This is a great feature in the PPC advertising platform that lets you see the exact search terms that people are typing when your ad shows.

    Not only that, you can also reverse engineer to see exactly how popular some search queries are. If they are not part of your PPC plan, go ahead and add them right away.

    This is often a forgotten tool and can be extremely beneficial for small business PPC advertising.

    2. Schedule Ads

    As a business owner of a small to medium enterprise, we understand that you probably are the jack-of-all-trades. From marketing to sales pitches and operations, you wear different hats all day. With the lack of a large team to support you, your ads can sometimes be a waste of ad, spend if they are not monitored. One such example is if you are a restaurant or a business that gets traffic only during certain hours of the day. Be sure to use the ad-scheduling feature that lets you pause your ads during certain times of the day when you know your customers are not often searching for your products/services. This is also another way to save money on ad spend.                                                        

    3. Add Negative Keywords

    Talking about search terms, this section even lets you add particular search queries as a negative keyword. Meaning you can instruct Google not to show your ad when a particular keyword is searched by users.

    A recent example that comes to mind is when we helped a local medical store that saves thousands of dollars when he came on board to better manage his PPC advertising campaigns.

    4. Increase Bids of Converting Keywords

    PPC for small businesses offers detailed segmenting and targeting to reach more users that are interested. It also means that you can see exactly which keywords are converting people for your business.

     We love helping our clients sort these high performing keywords. To know about these keywords help us for better optimization ads for greater results.

    5. Split Testing

                                                                                                                                       When we talked about the flexibility that small business PPC brings to your marketing arsenal, we meant it! Here is some more detail about it.

    Another great way to leverage the platform’s user-friendly technique is running by experiments alongside the actual campaigns that you have already set up.

    Google will split your budget and run the experimental ads along with your performing ads to show you that perform the best. You can take this data and then decided to implement the changes or just to delete them. We find this feature particularly useful when we want to test different ad creative to a similar target audience.

     6. Create Dynamic Search Ads

    This feature is very helpful if you have not hired a small business PPC creative mastermind to monitor your PPC ads and avoid ad fatigue. Google’s Dynamic Search Ads feature in the ad creation tool let us algorithms do most of the work for you. Kind of like a “smart ad”. Google scours your website for the most commonly used keywords and matches them to consumer search queries. Google uses an algorithm to then show users the best landing page that aligns with what they are searching for.


    Google provides the opportunity for small businesses to thrive using its PPC platform. However, it is also a race to the top and to see which businesses can provide the best advertising experience. If you also want PPC advertising for your business, consult a top SEO company in India to get the optimal results.

    Read more: How Digital Marketing Services Help to Transform Your Business               

    About author
    Gurpreet Kaur
    Gurpreet Kaur is a highly-skilled and exponentially experienced content writer at IndeedSEO. She has a passion for content writing and has written several quality blogs, articles, press reports, and more in several niches. Her expertise has helped several of our clients achieve their objectives and sustainable results in the long term.

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