Small Business PPC Management

January 19th, 2019
Why and When to Use PPC Management for Small Business

Is PPC right for all small businesses? It depends on a couple things.

Why are so many small businesses drawn to PPC advertising and management? This form of small business internet marketing is great for numerous reasons:

Immediate results - ability to get on the first page fast
Great reach - easy for customers to find your business
Easy to highlight your Unique Selling Proposition - limited time offers, product promotions, etc
In depth targeting for your ideal consumer - location, device, audience type, it's all there
Controlled budget - only pay when clicked, optimize your methods to decrease costs
Tracking - shows you which ads are performing best and driving the most conversions

However, while PPC ads and managing them properly can make a small business succeed quickly, there are certain types of businesses that will have a much higher chance of sucess when starting a PPC or google adwords account. To determine this, you should ask a couple things about your business in order to maximize your effectiveness when managing your PPC efforts:

Do you have a high customer lifetime value?

Auto body shops, dentists, doctors, or subscription based businesses often have an easier time spending more budget on adwords and generating a higher ROI since each customer can generate a high amount of revenue.

Are you a seasonal business?

Businesses that operate during seasonal swings or sell the most during holidays are great candidates for PPC. Think of a flower shop with valentines day approaching. Or, if your small business participates in black friday, this is a perfect time to begin PPC advertising.

Do you have a high profit margin on your items or services?

If you have a high profite margin on any of your products or services, you;ll have a much more likely chance of generating high ROI with PPC management and advertising. For example, a lawyer or B2B service could spend $100 for a click and get $10,000 in return.

Pay Per Click for Small business is a great way to get results fast - but it's not for everyone. So many business owners have spent fortunes working on pay per click, so make sure you are a suitable business before jumping in and you take time to plan out a strategy in order to generate ROI.

How to run a PPC management campaign as a small business owner

Step 1: Competitve analysis

Make sure you analyze your competitors so you know what you're up against. Check to see what the average cost per click is for the keywords you are attempting to rank for.

Step 2: Create your campaign

After you have researched your competitors and know what keywords you want to rank for, create an initial budget. Select a mix of broad, phrase, and exact match keywords to see where you can get the most clicks for the lowest cost.

Step 3: Optimization

Now that you have a campaign set up, it is time to manage your small business's pay per click. Make sure you try out different call to actions and lanauge. Optimize your landing page for best results as well to make sure your customer gets exactly what they are looking for and has an easy time navigating.

You can also view the top 20 tools to help with PPC for small business in order to help you manage your pay per click efforts and stay organized.