There’s a good chance that if you are a Marketer, you have heard about paid search advertising. You may have even noticed “Pay-Per-Click” or PPC ads when searching for different topics on Google. Paid search ads appear on the results page, and they help drive relevant traffic back to a business’ website.
Whether you want to learn about paid search advertising or are ready to get started with your first campaign, this article is for you! First off though, it is important to understand what PPC ads are and how they can help your business. Paid search advertising can give you the advantage over your competitors while delivering more qualified leads back to your site!
Below, I will explain what PPC advertising is and why it is important for a small businesses. But first, you will need to set up your Google Ads account to utilize a PPC ad campaign.
What is Pay Per Click (PPC) Advertising?
Pay-per-click or PPC advertising is a type of advertising where businesses pay a fee for each time that a user clicks on an ad. There are many different platforms that offer PPC advertising, including Facebook. However, in this post, we are going to focus on the most popular form of PPC advertising – paid search advertising.
Paid search advertising involves placing PPC ads on search engines like Google. Businesses bid on ad placement to appear as a sponsored link on the search engine results page.
Benefits of Paid Search Advertising for Small Business
- PPC ads produce fast results.
- Paid search ads help you generate more qualified leads.
- PPC ads provide measurable results.
- Paid search advertising improves brand recognition.
- It’s great for local search.
- PPC ads are budget-friendly.
PPC Keyword Research, utilizing the Keyword Planner
This research process is essential to creating effective PPC ad campaigns. You will need to do some initial keyword research to see which keyword opportunities exist for your paid ad campaigns.
First off, you will want to create a list of keyword opportunities that will help you drive traffic back to your site. These keywords should be relevant to your brand and product or service offering. If the keywords are not relevant, then you won’t be driving the right types of leads to your website. The more targeted your keywords, the more likely you will be to get more clicks from highly qualified leads.
As you put together your initial keyword list, you should make sure it includes long-tail keywords. Long-tail keywords are keywords that are highly specific and less commonly searched for. These types of keywords make up the majority of search engine traffic and are also less competitive than shorter, broader keyword phrases. Long-tail keywords help you drive more qualified traffic to your site at a lower cost.
Paid Search Advertising Management
Paid search advertising takes continuous management to ensure your PPC ad campaigns are effective.
- Updating Keyword List – Over time, you will need to do further keyword research and add more relevant PPC keywords to your list. This includes negative keywords so you can improve relevancy and maximize your budget.
- Refining Landing Pages – Optimizing your PPC ad campaigns also involves refining your landing pages over time.
- Splitting Ad Groups – Splitting your ad groups into smaller, more relevant groups can help you improve your click-through rate or CTR.
Paid search advertising can be a valuable digital marketing tactic for small businesses. It helps drive more traffic to your site from the search engines and helps ensure that this traffic is relevant. Though PPC ads do require an investment, when implemented correctly, these ad campaigns can offer small businesses an attractive return on investment over time.