Small Business Owner Guide

to PPC Advertising

Are you considering implementing a PPC campaign for your small business? Don’t be afraid, this could be the best thing you could do to leverage your marketing efforts.

What is PPC?

PPC or Pay-per-click is a type of marketing in which you only pay when a user actually clicks through to your site. You or the agency you are using have to work with a search engine, combine SEO (search engine optimization) keywords targeting and thoughtfully construct ads that will convert into high quality leads. It involves using the right group of keywords and targeting.

In this article, I will give you a small guide to start implementing a successful PPC Campaign.

What do you need to implement a successful PPC Campaign?

Landing Page

Many companies use their website as their PPC landing page. This can perfectly work if the homepage includes the information that the visitor is looking for. The landing page should include all the straightforward information about the product or service you are offering. This is why it is often recommended to build a specific landing page for the product. This can strongly influence the conversion journey from the moment your page loads.

PURLS – Personalized URL

PURLS stands for Personalized URLs. This means that the page content is personalized and targeted. PURLS can help you track individual responses.

Tracking system

Tracking is done by connecting Google Analytics to your Google Ads campaign. This will track conversions for the campaigns and it will let you know insights to optimize your campaign.

There are some tools that can help you optimize your campaigns:

Google Analytics: Google Analytics is a must on this. It will give you all kinds of insights. One interesting tool that it gives you is the Behavior flow which is the path visitors take from landing page to the final interaction.

Google Optimize: This tool will allow you to try a variety of pages or landing pages options to analyze the behavior of those arriving to your page.

PPC Settings -What to take into account?

Many small businesses who have not tried online advertising before will probably be very hesitant to trying it the first time. First things first. This is not an expensive marketing channel. You can make the most out of your advertising spend even if it is a small one. To take good advantage of your budget you should take into account the following:

Advertising times

You should pay attention to the times that you are running your ads at. Tweaking the timing of your ads can bring in some cheaper traffic.

Geographic targeting

Get specific with geographic targeting in your campaigns. This will help you be more visible in areas of higher profitability and the other way around. Smart geo-targeting cuts down on the competition. You may not have as many impressions but you may end up having a higher than usual click-through and conversion rate.

Keyword choice

We have talked about the importance of keywords in some of our other blogs . There is nearly a limitless range of keywords. To maximize your budget you are going to have to work on a good list of keywords to use. Long tail keywords (keywords with 3 or more words in them) are more specific. This can result in lower cost-per-click and higher quality searches.

If you are a small business owner, PPC can be a great addition to your marketing efforts. This can be done through a experienced Digital Marketing Agency while you focus on your business and service. Take into account these recommendations even if you end up using an agency and your chances of a successful PPC campaign will increase dramatically.

Brianny Chamorro
Inbound Marketing Specialist

Passionate about Marketing. Constantly looking for growth opportunities. Sports enthusiast. Taekwondo Black Belt. 1st RU Miss Nicaragua 2016 and 3rd RU Miss International 2016 - Japan. Family is everything.


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