PPC January 21,2020

Using PPC Advertising For Your Small Business


“The best marketing doesn’t feel like marketing.” – Tom Fishburne

No matter which industry you find yourself, marketing is bound to be a vital aspect of your business. It is essential for countless businesses, both small and large, to allocate budgets to cover marketing costs. One of the most effective means of marketing is PPC advertising, otherwise known as pay per click advertising. 

Other important marketing strategies like search engine optimization have their place in the grand scheme of things. However, PPC advertising is an indispensable marketing strategy for most businesses. This is because small businesses may not get featured on the first page of results as easily as bigger businesses. The reason is quite simple, that’s the way SEM works (more posts on this later). 

As such, PPC marketing provides the best alternative to help increase the exposure of your small business. Hence, if you desire to enhance the digital marketing strategy of your small business, check out the steps to build your PPC campaign below. 

Defining PPC advertising

Though the term PPC has been online for a long time, many business owners still lack in-depth knowledge about it’s meaning. PPC advertising is a kind of digital marketing strategy that allows businesses to create ads and bid on particular phrases. Depending on the bid, every time your company’s ad gets a click, you pay a predetermined fee to the search engine provider. 

Usually, you will find PPC advertising on search engine result pages (SERPs). Other places such ads perform best include social media outlets such as Instagram, Facebook, and Twitter. When you think of PPC marketing, you want to know the cost-per-click when a user clicks on your landing pages or websites.  

You can get several marketing platforms on the internet that provide PPC packages. However, here are some of the most popular and result-driven platforms below:


You might have heard of Google Adwords. Because this is by far the most popular PPC ad platform in the market. Your business can research the most valuable keywords to make the most of your marketing efforts. 

  • Facebook

To many, Facebook is just a social media platform. This was true for many years when the platform first began. However, it is now the most used social media platform for PPC campaigns. 

  • Bing

Bing comes after Google as the second most popular search engine across the entire internet. As such, its ads are more affordable than Google’s. If you use Bing, your ads will display on the engine result page of Yahoo. 

  • Instagram

Maybe your small business does better with visual image marketing. In this case, Instagram might be the best platform for your pay-per-click campaigns. 

  • Twitter

Twitter is also another popular social media platform. However, it also serves as a great PPC platform for creating exposure, promoting deals, and sharing corporate content. 

Frequently Asked Questions About PPC 

All experts in digital marketing have heard certain questions over and over again. As far as PPC marketing is concerned, some of these questions include:

  • Where should I set the price of my PPC campaign?
  • Which PPC platform is the best for my business goals?
  • Which parameters should I use to measure the performance of my PPC campaign?
  • How should I write an effective PPC advertisement?

The questions above have crossed the minds of most small business owners at one point or the other. Do you currently have the answers to these questions? If yes, you’ll find more information here to enlighten you. On the other hand, if you have no clue which direction to take your PPC advertising, this blog should provide the relevant information to set you in the right direction. Keep reading. 

Developing a PPC Marketing Strategy

The success of your PPC depends mostly on the success of your keywords. Hence you want to assure that you’ve picked the best keywords for your industry. Therefore, you need to understand your target audience inside out. Because you need every word of your ad copy to resonate with the right people. People who are ready click on your link and make a purchase. 

Also, PPC platforms like Google are built with algorithms that show your PPC advertising to people based on the internet of these people. These you need to conduct extensive keyword research to help find the optimal words for your PPC campaign. There are several tools online for keyword research, such as Google Keyword Planner, SEMrush, and Ahrefs Keywords Explorer. 

You can find in-depth articles on keyword research and select following this PPC advertising series on this blog. A[art from keyword relevance, there should be a direct relation between your services or products and the keywords in your ad copy. When picking keywords, you will find qualifiers like search volume, bidding amount, competition, etc. You want to ensure that the right keywords have high commercial intent, lower competition, and reasonable bidding cost. 

Ideally, if you are a bike research business, you want to ensure you pick specific phrases that are directly relevant to your services and area. 

Tweak Your Landing Pages

Your landing page is the web page your visitors will visit the moment they click on your ad. Hence, it’s vital to the success of your campaign to ensure its actionable. The following tips should help guide when developing your land page:

  • Have a distinct call-to-action when building your landing page. 
  • Use your landing page as an avenue to showcase the USP (unique selling point) of your business. 
  • According to research, 47% of consumers expect at least two secs load time or less for the average webpage. Hence you need to ensure the load time of your page is one or two seconds. 

Remain Mindful of Your Quality Score

ppc advertising

Those who use Google Adwords have access to their quality score. This helps measure the quality of your PPC advertising. Also, it aids marketers in tweaking ads so that they get better results from PPC campaigns. The fee you pay for each click depends on Google, and the platform also determines which audiences to show you ad based on the quality score of your ad. 

Therefore, a higher quality score means lower costs per clicks and higher rates of exposure. The Google PPC platform rates ads on a scale of 1 to 10. The criteria that the platform uses for rating PPC marketing ads include quality of landing page, the relevance of keywords and ad text, former Adwords performances, and click-through rates. 

Hence, you get more value for your money by increasing the quality score of your PPC ads. 


In summary, for your campaign to be successful, it’s crucial to realize that it takes a lot of preparation, planning, and strategy. At times, the kind of dedication, time, and work needed to pull this off a great PPC advertising merely is beyond some small business owners. Understandably so, because managing a business is no walk in the park. Hence, we recommend that those who can’t find the time should consider hiring professional digital marketing agencies. 

If you can remember the opening quote of this post, you know that the best agencies make your ad copy feel like something more than a marketing copy. These agencies usually specialize in PPC advertising and will take care of everything from planning, costing, writing, etc. Other related marketing tasks like search engine advertising, will be taken care of. You will get complete assistance with the creation and management of all your PPC ads. 


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