Advantages of PPC for small business


Pay-Per-Click advertising is a way to gain brand exposure on search engines like Google or DuckDuckGo. Because PPC visitors are 50% more likely to purchase your products and services than organic visitors would, PPC marketing has become one of the most effective strategies for small businesses.

Here are crashing advantages of PPC for your small business.

Targeted audience

Dominant social media platforms use audience data so businesses could target their ads. However, a lot of search advertisers ignore audience targeting in the search ad arena.

As an advertiser, using audience targeting for PPC helps you target users who belong to your potential Customer Base.

To reach the full potential of the marketing audience’s value for your PPC campaigns, consider these elements:

Behavioral-based audiences

When people engage with web content, they leave footprints behind.

These footprints reveal their interests so you, as a PPC marketer, can position them in your funnel properly.

Targeting behavioral-based audiences will enable you to market a message that highlights a need and then provide a solution.

Remarket audiences from previous Ad campaigns

According to Signifimedia, the average CTR (Click-Through Rate) for remarketed ads is 10 times higher than the regular display ads.

Remarketing audiences from previous Ad campaigns works, because you’re retargeting audiences already familiar with your brand—before they’ve even had any intention of buying.

However, the moment they open their search engines to inquire more about the products and make comparisons, your advertisements will show.

So, what does this mean for you?

You’re aiming for those micro-moments when your target audiences are transitioning from top-funnel to middle-funnel stage.

Target audiences based on location and demographics

By adjusting your bids based on location, you’ll increase your conversion rates dramatically, because it’s decreasing the amount of money you’re investing in locations that aren’t converting well enough.

Redistributing your ad spend, using demographic factors like age group and gender, will have the same effect on your ad performance.

Flexible budget options

Unlike organic ranking, which could take months if not years trying to outperform your competitors, PPC marketing can be your fast track to gain maximum business exposure.

40% of brands and agencies report that their PPC budget is lower than where they want it to be. (Social Media Today, 2018).

With PPC marketing, your budget won’t break your financial back. If done well, it can provide you with a killer opportunity in which you can craft a wide net for your prospective clients.

For a small business, it’s an ideal choice to drive traffic to your site and make more sales. Depending on how tight your budget for the campaign is, you can edit, temporarily suspend, or outright stop it. The power is in your hands.

Rich functionality for measuring results

When considering data analysis, not every marketing strategy is easy. However, with PPC marketing, you can have access to concrete data to measure your outcomes like the professional you are.

Powerful tools like Google AdWords or Bing Webmaster Tools can help you see who clicked on your ads, get reports to weigh their effectiveness—and everything in between. Here are a few examples of what you can measure:

  • Your costs
  • Return On Investment
  • Return On Ad Spend
  • Click-Through Rate
  • Bounce Rate

Use the rich functionality and reporting that these tools provide to your advantage. By gaining insight from them on your Ad performance, entire site functionality, and landing pages, you’ll have enough data to know where you are and what your destination is.

More control

PPC advertising is one of the few marketing media that delegates complete control over your marketing management process.

With the flexibility of an 18-year-old ballerina, you can customize your adverts in whichever way you like so you can make the changes that you need, and in the order you need it to be—anywhere… anytime.

You can control your ad spend and readjust your allocated budget on the go.

Pay-Per-Click enables you to select who to target and even specific devices—mobile or desktop.

Sometimes, this can overwhelm the best of us—especially if you consider the sheer amount of choices you have.

To better take advantage of the flexibility of PPC advertising, set up an effective system or protocol to handle the day-to-day workload.

Fast results

Let’s face it. Businesses want results and want them yesterday. PPC is hands-down the fastest advertising model right now. It’s amazingly effective in getting results.

Create a PPC campaign; wait a few days and Bam! Increase in traffic and conversion rates. In fact, over 79% of marketers say PPC is hugely beneficial for their business (Hanapin Marketing, 2019).

PPC is an effective test for your products and marketing feasibility. The ability to measure results fast can provide valuable insight on your campaign performance.

brand recognition

PPC solidifies your brand recognition by placing you before your prospects. The viewers don’t have to click on your advertisement enabling you to achieve brand exposure. According to a study by in 2018, 26% of people click on a paid search ad because it mentions a brand they’re familiar with.

Bringing your brand to the front line will build good rapport with your target audience and persuade them to click-through.

Open doors to local customers

Local businesses have sung songs about the high functionality of PPC advertising for local searches. For every $1 a business spends on Google Ads, it averages a 2-dollar revenue (Google, 2018).

A prospect searches for a product or service on their mobile device will see your ad, click on it, and then receive updates about you and the services you provide.

A recent study shows that 75% of viewers who see your ad on their search results are more likely to land on your site and request a service. Be sure that the benefits you provide outperform your competitors.

Wrapping up

Well-managed PPC marketing can enormously benefit your small business. By targeting a specific audience, optimizing the right data to track, and outperforming your competition by providing a better alternative, you can skyrocket your business in ways you can’t even imagine.

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I’m Imad, the content creator and online marketing strategist behind The Guemmah Freelance Hub. My mission is to help more freelancers grow themselves, their business, and their profits.

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