The Importance of Using PPC for Small Businesses

As digital marketers, we understand that small businesses often face challenges when it comes to promoting or advertising their products and services online. With smaller budgets and resources than larger companies it can be difficult to compete with already known companies with an established marketing strategy and vast online presence.

One digital marketing strategy that can level the playing field for small businesses is pay-per-click (PPC) advertising or Paid Search advertising. PPC is a form of online advertising where advertisers only pay when a user clicks on one of their ads and visits their website. These ads are typically displayed at the top or bottom of search engine results pages (SERPs) and can be targetted to specific search terms, which we will explore later. Contact us if you would like to discuss how we can help launch a new PPC campaign or help you optimise your exisiting ones.

Reasons why PPC is important for small businesses:

Cost-effective

Probably the biggest advantage of PPC is its cost-effective nature. With PPC advertising, you only pay when a user clicks on your ad, which means you won’t pay waste money on ads that don’t generate sales or traffic to your website. Another reason why PPC is cost effective is that you can spend as little or as much as you want. Also, you can do keyword research for free in most platform such as Google Ads and you can find keywords to advertise for and the cost associated with advertising for that keyword in the area that your business operates. In this way, you can select cheaper keywords that are still relevant to your business but don’t have as much competition from other advertisers. These advantages of PPC are especially important for small businesses that have limited budgets and need to maximise their return.

Targeted advertising

Another advantage of PPC advertising is that it allows you to target specific audiences. We already mentioned that you can choose which keywords to advertise on but you can also narrow your prospect customers based on their location and interests. This means you can reach potential customers who are actively looking for products or services like yours. Also, if your business only operates in a small local area you can target people only in your area of operation. By targeting your ads to the right people and in the right location, you can increase your chances of generating prospective traffic to your website as well as qualified leads and sales.

Measurable results

PPC Advertising and the platforms you are going to use in order to perform will give you detailed metrics that will allow you to track the performance of your ads. In most cases you will be able to track your performance in real-time. You will be able to see how many clicks your ads have received, how much you are paying per click and also how many conversions you are generating. This information can also be split between each keyword and ad you have so you can make informed decisions on the performance of your ads and keywords and optimise your campaigns in order to maximise your return on investment (ROI).

Quick results

Another big advantage of PPC is the ability to generate results quickly. This is especially important for small businesses that are just starting out. Unlike other digital marketing strategies that require months to see results, such as SEO, PPC can start generating traffic and conversions within hours of launching your campaign. You will also have the opportunity to increase or decrease the spend of your campaign at any point or to pause it entirely once it has achieved the required conversions.

Brand awareness

PPC advertising can also help small businesses increase their brand awareness and visibility online. Even if users don’t click on your ads, they will still see your brand name and message that you put on your ad. This can help build brand recognition and establish your business as a reputable and trustworthy business in your industry and in the area that you operate.

PPC Advertising Campaigns with the help of KM2Digital

In conclusion, PPC advertising can be a great starting point for any small business that wants to operate online. By targetting the right audience and keywords, measuring results and optimising the campaigns based on the results, small businesses can generate quilified leads and sales. We at KM2Digital can help you setup and launch your PPC campaigns and optimise them towards maximising your ROI. We are based close to Botley and Hedge End, Southampton so we have great access to visit your business in Hampshire and the surrounding areas and discuss your Digital Marketing needs in person. Contact us today and we can discuss how best to start your PPC advertising.