Being a digital marketer for nearly two decades, I can tell you one thing with certainty...PPC advertising is a very powerful tool. However, we still have people approaching us and asking:

Does PPC work for small businesses?

Yes, PPC ads work great for small businesses. To get good results when bidding on a budget, you need to properly optimize and actively manage each PPC campaign. This includes setting clear goals, controlling your ad placements, adjusting location targeting, etc.

But don't just take my word for it. Look at our client's testimonials...you'll see all kinds of companies and even charity organizations. So yes, PPC advertising can help your small business grow.

I've prepared five essential tips to help you get better results.


If you're just starting with PPC advertising, I recommend reading this article first.


PPC Tips for Bidding on a Budget

Before we get to the point, I just want to make sure you're all set for successful PPC campaigns. You may try a few different PPC platforms. We manage Facebook, Apple and Amazon Ads for clients, and they all work.

However, as the largest search engine, Google is the king of online advertising. That said...

Have you linked your Google Analytics and Google Ads accounts?

If not, this Google support article explains how. Connecting your Google Ads account with Google Analytics will provide you with a holistic view of each PPC campaign. In other words, it will help you track user interactions and conversion rates better.

Now, let's see how to create a PPC strategy and increase visibility in search engine results pages.


1. Set Clear Goals for Your PPC Campaigns

The beauty of PPC advertising lies in its versatility. With various campaign types and bidding options, you can tailor your approach to meet the specific goals of your small business.

No matter the budget, we always start by identifying the primary objective, and you should do the same. Increased brand awareness, more sales, specific target audience...you know better.

Once you figure it out, create a PPC campaign that aligns with each goal. What I mean is focusing on specific objectives. That way, you can optimize your pay per click campaigns and drive results that won't cost you a fortune.


The idea is to allocate your PPC marketing budget to areas that directly contribute to what you're trying to achieve. It's a strategic approach that helps you reduce wasted ad spend.


2. Keep Things Simple and Specific

Simplicity and specificity are the best friends to budget oriented PPC campaigns.

Once you've done the keyword research, structure your campaigns and ad groups around your chosen keywords. It will make it a lot easier to track and measure PPC ads performance, trust me on that.

It also allows you to create more effective Google ads that resonate with users' search queries.


When PPC campaigns are simply structured and easy to track, you can identify what yields the best results. I think you figured what's next - adjusting the budget accordingly.


3. Use Long-Tail and Negative Keywords

use long tail and negative keywords for ppc ads on a budgetI talked more about this in my Step Up Your Paid Search Strategy article. But it's important, so I have to mention it here as well.

Long-tail keywords are your best chance to get an edge when doing PPC advertising on a limited budget. When you go after less popular but still relevant keywords, you achieve two things:

  • Avoiding PPC bidding wars
  • Securing valuable ad space

This method not only saves you money but also increases your chances of conversion.

Incorporating negative keywords is also a very effective way to keep your pay per click budget in check. It helps your ads show up in front of the right audience and prevents spending on irrelevant searches.


We take advantage of both negative and long-tail keywords to optimize all PPC campaigns...but for a small business, using them makes a huge difference.


4. Limit Your Location Targeting

I've seen many folks who overlook the power of location targeting, and they're wasting money.

Don't target the entire country unless you're in a niche market. Instead, use your small business PPC advertising dollars on high-performing regions and exclude areas that don't produce results.


Narrow it down, and I promise you'll get better leads, improve conversion rates, and increase ROI. You have that option on all PPC platforms.


5. Create Ads That Speak to Your Audience

use power words in your ppc ads copy

When crafting each PPC ad copy try to use words that touch your target audience on an emotional level. It doesn't matter if we're talking about Social Media or Google ads. Power words are effective in any form of marketing.

Running a successful PPC campaign isn't just about tweaking options and adjusting bids...you have to add some creativity to the process.

Look at your competitors and try to come up with more catchy phrases. Try to replace words like cheap with affordable or amazing with breathtaking.


Obviously, these are just examples. You need to experiment with every PPC ad you run to see what language works best for your industry and customers.


Don't "Set It and Forget It"

Sure, Google's automated bidding will save you time, but...To get more from your advertising dollars, you have to analyze PPC data and make manual adjustments.

Here are a few things to do on a regular basis:

  • Check ad spending compared to your budget
  • Identify top-performing keywords and remove the rest
  • Optimize your landing pages for higher Quality Scores
  • Adjust your ad copy and experiment with new ones

To achieve maximum results, your PPC campaigns need ongoing management. We do this for all our clients, and you should do it for your business, too.


A Few More Words

When you run a small business and have a tight budget, PPC advertising isn't easy. I've been there...That's why I wanted to share these tips with you.

Each one is part of our process, so I'm confident that they work.

If you have to choose between organic and paid traffic, the latter will take your small business to the next level much quicker. I assume you're already on the right path, and wish you luck!

Have you faced any challenges, Schedule a Free Call with me.


 

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