Running A PPC Campaign

For Your Small Business: A Guide

Oct 1, 2019

Are you considering implementing a PPC campaign for your small business? It may sound complicated, but a paid advertising campaign may be the best option to bring in new customers.

What is PPC?

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

How to implement a successful PPC Campaign for your small business

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

You track by connecting Google Analytics to your Google Ads campaign. This will track conversions for the campaigns and give you insights to optimize a PPC campaign for your small business.

There are some tools can help you optimize your campaigns:

Google Analytics: This is a must. Google Analytics will give you all kinds of insights. One interesting tool 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 your page visitors.

PPC Settings: What to take into account

Many small businesses who haven’t tried online advertising before will probably be very hesitant to do so. First things first: this is not an expensive marketing channel. You can make the most out of your advertising spend, even if it’s small. To take good advantage of your budget, consider the following:

Advertising times

You should pay attention to what time of day you are running your ads. 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 vice versa. Smart geo-targeting cuts down on the competition. You may not have as many impressions, but you can generate higher click-through and conversion rate.

Keyword choice

We have talked about the importance of keywords in some of our other blogs. There is a nearly limitless range of keywords. To maximize your budget, develop 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. PPC can be done through an experienced digital marketing agency while you focus on your business and service. Even if you end up using an agency, taking these recommendations into account will increase your chances of running a successful PPC campaign for your small business.


Brianny Chamorro

Inbound Marketing Coordinator

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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