PPC for beginners – overwhelming, right? Many newbies will agree. But, you can skip the struggle if you acquire some solid knowledge about Pay Per Click (PPC) fundamentals and terminology.

PPC for beginners could fill an entire book, but this high-level overview serves as an ideal place to begin.

In this article:

• Understanding PPC: For Beginners
  • What Is PPC and How Does It Work?
  • 3 Benefits of PPC for Businesses
• Setting Up Your First PPC Campaign
  1. Choosing PPC Ad Platforms
  2. Understanding the Account Structure
  3. Doing Keyword Research for PPC
  4. Writing the Ad Copy
• Maximizing Your PPC Campaign Performance
1. Targeting Options
2. Negative Keywords
3. Remarketing
4. Tracking
5. Evaluating ROI
• FAQ: How can I successfully set up my first PPC campaign for optimal results?

Understanding PPC: For Beginners

What Is PPC and How Does It Work?

Pay-per-click advertising (PPC) refers to online advertising where competitive bidding takes place for each click that goes out. Different firms bid to show ads to users on their chosen ad platform. You pay absolutely nothing unless someone clicks on your ad. That’s where the term “pay-per-click” comes from.

See also: 4 Practical Ways Beginners Can Succeed in PPC Ad Management

3 Benefits of PPC for Businesses

In this microwave society, simply coming up in the search results isn’t enough. You need to be seen first. Here are three reasons that PPC is such a gamechanger:

• Traffic boost: Want traffic fast? PPC delivers faster than many methods out there. For many businesses, it’s the first segue into digital marketing, used to send search traffic to their site while they build their SEO presence in tandem, which is a longer game.
• Precision targeting: Age, location, interests—you can segment your audience however you see fit. Tailored ads lead to better engagement rates and loads more bang for your buck.
• Data: Every click tells a story. You can use insights from each campaign to sharpen future strategies or pivot entirely if needed.

See also: 8 Ways PPC Services Take Small Business Advertising to the Next Level

Setting Up Your First PPC Campaign

As you set up your first PPC campaign, consider the following initial steps:

1. Choosing ad platforms.
2. Understanding the account structure.
3. Doing keyword research.
4. Writing the ads.

1. Choosing PPC Ad Platforms

The very first step is to choose an ad platform; they run the gamut from search engines to display networks to social media platforms.

To find a platform that best fulfills your needs, consider factors like your target audience, the types of ad creatives you want to pursue and your budget.

Search Engine Advertising

Search engines like Google offer PPC advertising through their ad platforms. Take Google Ads, for example. Here, keywords are king. Ads pop up in the search results when someone searches for what you have to offer. It’s straightforward and effective.

Display Advertising

Display ads come up when users peruse third-party websites. They are commonly shown in the form of ad banners, popups and videos.

Display ads can support the ad practice of retargeting (or remarketing), which keeps your brand top of mind when people have previously expressed interest in your brand by visiting your website.

Social Media Ads

You can advertise on popular social media networks and create super-targeted ads based on the vast amount of data that social networks collect from their users.

Of course, the power move is to use a mix of everything, keeping in mind which platforms and which ads are best at which stage in the customer journey. But many businesses simply start with one ad platform and expand from there.

For this article, we will focus on PPC for beginners interested in advertising with Google Ads.

2. Understanding the Account Structure

Organizing your account will set you up for success. In Google Ads, there are three main components:

1. Account
2. Campaigns
3. Ad groups

A. Account

Your account is a unique profile associated with your email address and billing details.

B. Campaigns

When you set up your account, you will choose a campaign type to start — this dictates where people will see your ads online.

Ad campaigns allow you to group your products and services so each offering has its own advertising campaign.

You could also have campaigns for certain promotions, for instance, if you’re having a seasonal sale.

C. Ad Groups

Under each ad campaign, you have groups of ads and their keywords. Ad groups are subsets of your products and services.

Imagine a scenario where you’re doing a campaign for dresses; you may create one ad group for midi dresses and another for maxi dresses.

3. Doing Keyword Research for PPC

Keyword research requires more than simply guesswork about what searches your target audience might use to locate you online.

Step 1: Put yourself in your target audience’s shoes. Think like them. What problems are they trying to solve? How do they describe their issues or needs? Create a “seed list” of keywords related to your business and your audience’s needs. You will use it for further research.

Step 2: Use tools designed specifically to perform keyword research. Google Keyword Planner is a classic go-to, but don’t stop there. SEO tools like our SEOToolSet®, SEMrush and Ahrefs offer deeper insights into not only which keywords to target but also how competitive they are.

Step 3: Look beyond single words. Dive into long-tail keywords — these phrases may have lower search volumes, but they’re gold when it comes to relevance and conversion rates.

Step 4: Refine your lists. Think beyond just finding high-volume searches; aim for relevancy, too. You want users who click through because what you’re offering solves their problems.

Step 5: Evolve. Effective keyword research is an ongoing process. That means regularly revisiting and refining your list based on performance data from your campaigns as well as emerging trends within your industry.

Yes, this step takes time, but each well-chosen keyword brings you closer to capturing more customers.

See also: Should I Bid on Branded Keywords in Our PPC Campaign?

4. Writing the Ad Copy

Creating engaging text ads is an art form. There are two major elements in a text ad. Within the allowable space, you can do quite a bit to hook prospective customers.

• The headline: The headline is the very first thing people see on your ad – make it scroll-stopping. You can use up to three 30-character headlines max.

• The description: This is the meat of the ad. You can use different assets to engage potential customers. Everything you include should demonstrate value, benefits and trust. And don’t forget to throw an eye-catching call-to-action into the mix.

With the basics explored, let’s get into some promising ways to maximize your PPC campaign return.

Maximizing Your PPC Campaign Performance

The average ROI for PPC ads is estimated to be $8 for every dollar spent (per Google). But getting to that number involves serious PPC skills.

As you launch campaigns, keep in mind that they require active management from start to finish. Don’t assume they will just run themselves!

Below are some promising ways to perfect your approach and maximize the efficacy of your ads; though this isn’t an exhaustive list, it’s a fantastic start:

1. Targeting: Make sure the right people see your ads.
2. Managing negative keywords: Keep refining those negative keyword lists. They’re key players in preventing wasteful spend.
3. Remarketing: Retarget your ads to past website visitors to keep your brand at the top of target audiences’ minds when they browse online.
4. Tracking progress: Take inventory of which keywords are drawing in high-quality traffic and leads or those that could cost too much/little.
5. Evaluating ROI: Learn to maximize your return for every penny spent.

Remember: Even miniscule changes can add up over time to produce substantial results.

1. Targeting Options

Target your ads only at people who need what you offer with precision by employing effective targeting techniques. Here are just a few approaches you could try:

• Demographics: Age, gender and location are good starting points when targeting audiences.
• Interests and behavior: Truly understanding your intended audience and what makes them tick is integral to your success.
• Milestones: Reach out to people who have reached a major milestone.

This is just scratching the surface. When you use Google Ads, you can dive deep into audience segments.

2. Negative Keywords

Negative keywords are words or phrases you don’t want your ads to show up for.

For instance, perhaps you sell gourmet coffee beans online. Someone types “free coffee samples” into Google. Without negative keywords, your ad might just pop up. But this person isn’t going to pull out their credit card anytime soon.

Add “free” as a negative keyword and you’re telling Google Ads not to display your ad for any search query containing that term.

Here are some tips:

• Analyze what doesn’t work: Start by looking at terms that bring traffic but no conversions — these could be potential negatives.
• Spy on competitors: Check out high-performing queries for them that aren’t relevant to you — another source of inspiration.
• Leverage tools: Use platforms like SEMrush or Ahrefs to dig deeper into search trends and find unwanted terms sneaking through.

Using negative keywords effectively means fewer wasted clicks, better targeting and improved ROI. But it does require regular check-ins. You want fresh eyes on what’s working (or not).

3. Remarketing

Remarketing or retargeting gives you another chance at turning previous visitors to your site into customers.

Here are some scenarios where you might remarket:

• Visitors who checked out your homepage but bounced.
• Shoppers who abandoned carts.
• People who engage with your content or product pages.

4. Tracking

All in all, it’s about more than the number of clicks an ad receives. It’s about understanding whether those clicks turned into money for your business. That’s where ROI, or return on investment, steps in.

You can further analyze how your ads are performing through conversion tracking, Google Analytics and experiments.

Conversion Tracking

You can monitor your conversions in multiple ways on Google Ads. Just set up conversion actions in Google Ads and then install the Google tag on the backend of your site.

For more on this, see the Google Ads help file about conversion tracking.

Google Analytics

To further analyze your PPC ads, you should link your Google Ads account and Google Analytics (GA4) account together.

(If you have yet to set up Google Analytics, read Google Analytics 4: What It Is and How To Get Started).

This allows you to track what happens after a click when someone gets to your site, allowing you to get the big picture of ad performance.

Data matters because knowledge isn’t just power — it’s profit.

Experiments

Try running experiments to evaluate what works best and ditch what doesn’t.

5. Evaluating ROI

Digging into the data helps you better understand what’s really working. In general, you’ll allocate more budget to campaigns that drive conversions at lower costs per acquisition (CPA). This sounds straightforward because it is.

A well-oiled PPC machine runs efficiently, meaning every dollar counts toward reaching people who are genuinely interested in what you have to offer.

Know Your Numbers

The cost-per-click (CPC) varies wildly based on the platform and your industry. Do the math. This way, you can budget like a pro.

Review Your Goals

Are you reaching your goals? More brand awareness? A sales increase? Knowing this shapes how you allocate funds across campaigns.

Remember: Your settings could make or break things right from the get-go; think location targeting or choosing between manual versus automated bidding strategies.

Starting from scratch in PPC as a beginner can feel daunting, but having just a tiny bit more knowledge about your advertising choices, how PPC accounts function and ways to boost your success can give you a bit more confidence to get started.

Need a professional to build out your PPC campaigns? Looking for better results from your PPC efforts? Our PPC experts can help.

Schedule a free consultation

FAQ: How can I successfully set up my first PPC campaign for optimal results?

Building a PPC (pay-per-click) campaign that gets you results is an involved task. It requires a sophisticated strategic approach. But don’t worry – I’ll take you through every facet of campaign creation to help you create a campaign that hits the mark.

When crafted well, PPC campaigns are capable of driving large volumes of traffic straight to your site. The process typically involves everything from preliminary research to progress tracking and more, all of which are integral to your overall success.

To start, you’ll perform keyword research to find the unique terms and phrases potential customers use to locate services or products like yours. You can gain access to deep keyword insights with targeted resources like Google Keyword Planner, SEMrush, or SEOToolSet.

As you’re targeting keywords, be specific; it’s the long-tail keywords that tend to attract the best leads, even though they have lower search volumes. Going this route can yield considerable results.

Choosing the right keywords alone isn’t nearly enough; you also need some strong ad copy that catches the eye and clearly explains what you offer. The most successful ads pull at searchers’ emotions, promise to solve a big problem and have a meaningful, persuasive call-to-action.

Test out multiple versions of your ads to decide which ones resonate with your target demographic. You want to set yourself apart from other businesses in the search engines.

We’d be remiss if we didn’t mention strategies around PPC bidding, a central part of this mode of advertising. You can use one or more of numerous tactics – manual and automated bidding are a couple of them. Manual bidding affords you the most possible control, which is great if you already understand keyword values.

On the other hand, with automated bidding, machine learning comes into play. You can use it to maximize conversions and efficiency.

PPC campaign success hinges directly on landing page optimization. It’s critical to ensure that the landing page you lead traffic to is painstakingly relevant to your advertisement. It needs a crystal clear message, captivating graphics and a CTA that’s incredibly easy to complete (a purchase button or sign-up form, for example). Cultivating a seamless and intuitive user experience is the objective here.

It’s also critical not to overlook tracking and analytics during your PPC campaigns. Tools like Google Analytics will help you out. Review click-through rates (CTR), cost per acquisitions (CPAs), conversion rates and more to see what’s working well and what changes need to be made. Continually keep an eye on these metrics as you craft and update your strategy.

To further augment your PPC ads and boost their impact, consider ad extensions like callouts, sitelinks, structured snippets and more. All of these components work to provide increased value to your prospects and raise your conversion rates.

Then there’s the concept of competitor analysis, where you seek to cultivate a solid grasp of what industry competitors are doing. SpyFu and Ahrefs are two insightful tools that give you a snapshot of their advertising strategies and overall performance. Businesses that use these tools and resources benefit from learning from their competitors’ successes and failures and can alter their campaigns accordingly.

Continually tweaking and perfecting your ad strategy is a necessity. Given how dynamic the digital ad environment is, you’ll need to make periodic adjustments for the best possible ad performance. Remain alert to changes in the PPC industry and be ready to adapt quickly based on what’s taking place now.

It’s not uncommon to struggle with building your first PPC campaign. But it’s essential to get a handle on the best practices, as ill-crafted ads often translate to lackluster results and wasted budget. By following expert advice in areas like tracking, ad extensions, landing page optimization, bidding, ad copy creation and more, you can circumvent these challenges and claim substantial success.

Step-by-Step Procedure

1. Conduct thorough keyword research. Utilize tools like Google’s Keyword Planner to find relevant keywords.
2. Analyze search volume and competition for each keyword.
3. Choose long-tail keywords for higher quality leads.
4. Create multiple ad variations for A/B testing.
5. Craft compelling ad copy with clear value propositions.
6. Incorporate emotional triggers and strong calls-to-action in your ad copy.
7. Decide on a bidding strategy: Manual for control, automated for efficiency.
8. Set your maximum bid limits based on budget and keyword value.
9. Develop a highly relevant landing page for each ad group.
10. Optimize landing pages for speed, clarity and conversion.
11. Add persuasive visuals and simplified navigation to your landing pages.
12. Set up conversion tracking in Google Ads.
13. Integrate with Google Analytics for in-depth monitoring.
14. Monitor key metrics like CTR, CPA and conversion rates.
15. Implement ad extensions like sitelinks, callouts and snippets.
16. Research competitors’ PPC strategies using SpyFu or Ahrefs.
17. Identify and leverage gaps in your competitors’ strategies.
18. Launch your PPC campaign and begin initial monitoring.
19. Review campaign performance after the first week.
20. Adjust bids and ad copy based on performance data.
21. Test new keywords and ad variations continuously.
22. Update your landing pages periodically based on user feedback.
23. Stay informed on PPC trends to adapt your strategies.
24. Continuously optimize your campaign to maintain and enhance results.

In order for your PPC campaign to bring you the results you want, continual attention and deep digital marketing knowledge are all-important. Equally important is infusing character and personality into each campaign – they should be treated as creative endeavors instead of formulaic exercises. And it also helps to reexamine and improve your ad approach to keep things engaging and fresh.

Getting your first PPC campaign up and running involves a myriad of strategic efforts ranging from continuous optimization to keyword research. With a good understanding of all of the facets of a lucrative advertising campaign, you’ll know just how to allocate every penny of your budget. Always be ready to learn and adapt, and be careful not to underestimate the power of a well-placed click.

The post PPC for Beginners: A Quick-Start Guide on Search Ads appeared first on Bruce Clay, Inc..

Digital ad spend is set to hit $667 billion in 2024 and will continue to grow over the next few years.

Yet, a large portion of that ad spend will be wasted.

Many businesses want to get their feet wet with PPC ad management before they hire an agency or specialist.

In this article, I’ll cover four ways beginners can succeed in PPC ad management.

1. Understand the Pros and Cons of PPC Advertising

PPC can offer quick and measurable results, and it also lets you make changes to your campaigns on the fly.

However, PPC can waste ad spend if not managed correctly, it can be expensive for certain keywords and take a lot of time to manage.

Plus, if you’re not pursuing SEO in tandem, once you stop paying for ads, you disappear from the search results forever.

Takeaways? Invest in help in getting your ad campaigns streamlined and invest in SEO so you can own more of your search traffic in the long run and reduce ad spend at the same time.

2. Create Ads That Speak to Your Audience

It is easy to throw some words on an ad that you think sounds good. It is far harder to get into the minds of your audience and translate that into a compelling ad copy they will click on.

Emerging technologies can help in this area (more on that next), but some basic best practices for ad copy include:

• Focusing on the value you provide to your audience.
• Understanding where they are at in the buying journey.
• Investing time into a great call to action.

These things together will help refine your messaging so it’s more on target.

3. Take Advantage of Emerging Technologies

Machine learning and AI are seeping into every marketing function to offer efficiency, and PPC is no different.

Embracing AI in PPC can offer benefits like ad automation, predicting consumer behaviors, heightened levels of data analysis and creating more effective ad copy.

This translates to making campaigns more impactful. There are a lot of platforms emerging in the space, and it’s worth checking them out.

4. Invest in Education

PPC is always growing and changing. With new developments happening on ad platforms, new technologies for efficiency and emerging strategies that give you an edge, it’s wise to use a variety of sources to stay up to date.

For example:

• Follow publishers like Search Engine Land’s PPC news and articles, and listen to podcasts like The Paid Search Podcast.
• Attend conferences like SMX and learn from other resources like Ad World Prime’s master classes.
• Follow the latest from ad platforms like Google Ads & Commerce, plus each social media ad platform will have its resources for staying up to date.
• Subscribe to the Bruce Clay Blog to be notified when we publish the latest PPC strategies and insights.

“I want to waste ad spend!” says no one, ever. Tapping into these four strategies as you put your PPC ad manager “hat” on will help keep you running efficient ads that get clicks and customers.

Our PPC experts can work with you to implement effective strategies that will improve your online visibility, click-through rate, traffic and qualified leads. Schedule a 1:1 consultation and let us know how we can help.

FAQ: How can I create effective ads for PPC ad management that will help my business succeed?

Creating effective PPC ads requires a lot of strategy, expert knowledge and flexibility. It also includes keyword research, writing ad copy that engages users, targeting the right audience and analyzing how well your ads perform.

Start by doing keyword research — this is what makes sure your ads appear in the right searches by potential customers. Google’s Keyword Planner can help you pick the right keywords, but you can also use SEO tools like our SEOToolSet®.

Effective ad copy is like a science. It must be concise, address the pain points of your audience, and most of all it must be persuasive. Focus on your buyer’s intent and highlight unique selling points that demonstrate why your business is different — and better — than your competitors.

Be sure to include a strong call-to-action (CTA) to encourage users to act in the way you want them to, such as clicking on your ad or making a purchase. Use high-quality images or videos to improve engagement.

Next, identify the audience you want to target your PPC ads to. There are many kinds of PPC platforms like Google Ads and Facebook Ads with advanced targeting features that help you refine your audience based on various factors like demographics, interests, and behaviors. Targeting the right audience gives you the best chances to convert. A/B test different versions of your ads to see which ones perform the best.

Monitoring your results and analyzing ad performance are important parts of the process. Google Analytics 4 provides insights into your campaign’s effectiveness, highlighting key performance indicators such as click-through rates (CTR), conversion rates and cost per acquisition (CPA). Reviewing these metrics frequently helps you optimize your ad campaigns and figure out what adjustments need to be made (changing bids, using different keywords or different targeting settings).

Ad fatigue is a common problem in PPC ad management — using the same ads over and over can diminish their effectiveness and harm your click-through rate. Avoid this problem by regularly updating ad images or videos and refreshing ad copy. This will keep your audience engaged and likely sustain conversions. You should also consider retargeting users who previously interacted with your ads to rekindle their interest.

For buyer intent search terms, keywords specifically related to your product or service can attract high-intent audiences. For instance, terms like “buy,” “best,” or “discount” when combined with your primary keywords signal a strong purchase intent. Understand these little subtleties and use them in your own campaign to improve effectiveness.

Continued PPC education can give you a competitive edge. Regularly attend PPC webinars and familiarize yourself with the latest trends and best practices. This knowledge will inform your PPC ad management strategy and give you insights on how to succeed.

Step-by-Step Procedure

1. Keyword Research: Use tools like Google Keyword Planner or SEOToolSet to find high search volume keywords with low competition that are relevant to your business.
2. Understand Buyer Intent: Focus on keywords that reflect high purchase intent, such as “buy,” “best,” or “discount.” Learn the subtleties of these terms and couple them with your keywords.
3. Engaging Ad Copy: Make your ad copy compelling, clear and persuasive. Highlight your unique selling propositions and use a strong CTA.
4. Visual Content: Produce high-quality images or videos that are visually appealing and resonate with your audience.
5. Precise Targeting: Use the advanced targeting features of PPC platforms to refine your audience. Some of these features include demographics, interests and behaviors.
6. Negative Keywords: Implement negative keywords in your PPC campaign to avoid unwanted clicks and wasting your budget.
7. Multiple Ad Variants: Make different versions of your ads, then A/B test them to determine the best performers.
8. Conversion Tracking: Track your conversions through tools like Google Analytics 4.
9. Landing Pages: Build landing pages to be relevant for your audience and increase the chances of conversion. Optimize these pages so that they load fast.
10. Test Campaigns: Try running a small-scale campaign to see how well it performs. Test different strategies and ad variants.
11. Monitor Performance Metrics: Analyze important metrics like click-through rate, conversion rate, and cost per acquisition. Adjust your PPC ad management strategy as needed.
12. Adjust Bids Strategically: Create a balance between ad visibility and cost-efficiency by managing/adjusting your bids.
13. Retargeting: Retarget users who have previously interacted with your ads but did not convert.
14. Refresh Ad Creatives: Regularly refresh ad copies and update visuals to prevent ad fatigue.
15. Adjust Targeting: Analyze PPC ad performance data and refine your audience if necessary.
16. Automated Rules: Use automated rules to adjust bids or pause ads that don’t perform well.
17. Ad Extensions: Consider using ad extensions to provide additional information and boost ad visibility.
18. Competitor Ads: Study the ads of your competitors. Learn their strategies and look for opportunities to execute them better.
19. Schedule Ads: Figure out the peak times that your audience is most active and run ads during those times.
20. Allocate Budget: Distribute your budget wisely based on your PPC campaign performance and high-performing keywords.
21. Stay Updated with Trends: Continue your PPC education and stay informed of the latest best practices.
22. Experiment and Learn: Test new ideas and experiment with different PPC strategies to see what works best for your business.

Implement these steps into your PPC ad management strategy to drive substantial growth and help your business achieve long-term success.

The post 4 Practical Ways Beginners Can Succeed in PPC Ad Management appeared first on Bruce Clay, Inc..

Google estimates that “for every $1 a business spends on Google Ads, they receive $8 in profit through Google Search and Ads.”

After all, 44% of consumers said they had purchased a product after seeing an online ad.

For small businesses, PPC can be a lifeline to create brand awareness, secure a spot in the search results and drive foot traffic.

But despite what Google Ads may have you think, an effective digital ads campaign is more than just signing up, choosing a few keywords and launching some ads.

Many small businesses attempting to do PPC on their own can attest to this.

Of course, you can have success with PPC on your own, but there usually comes where you find out that hiring a PPC services provider can take your success to the next level, and here’s why.

In this article, we’ll cover:

• Staying ahead of trends and changes
• Strategic keyword selection
• Crafting engaging ad copy
• Optimizing landing pages
• Data analysis
• Integrating PPC with the marketing strategy
• Budget management
• Overcoming PPC obstacles
• FAQ: How can I utilize PPC services to improve my small business’s online presence?

1. Staying Ahead of Trends and Changes

Most small business owners and staff are busy running their day-to-day business. Staying on top of advertising trends is last on your to-do list.

PPC service providers have an in-depth knowledge of the advertising ecosystem and stay up-to-date on changes related to advertising platforms (which can be a lot), so they can pivot quickly.

2. Strategic Keyword Selection

Effective keyword selection is the heart of any effective PPC campaign. Choosing keywords isn’t just a point-and-click strategy — it requires a deep understanding of your target audience.

Your knowledge of your target audience paired with a PPC agency’s ability to take a deeper dive into the queries they are using means more relevant ads.

And a bonus: Many PPC agencies already have experience in your industry and know what works and doesn’t work.

3. Crafting Engaging Ad Copy

Writing ad copy is an art and science.

Sure, anyone can put some words in an ad, but crafting engaging copy that directly speaks to the needs and desires of target audiences is something that PPC service producers expertly do.

The goal is to create ads so good that your audience can’t help but click.

4. Optimizing Landing Pages

A PPC campaign doesn’t end when clicks come through; for many small businesses, an ad campaign’s success is only as effective as its landing page.

Unfortunately, this is an often overlooked strategy. With expert guidance from a PPC pro, you can see more conversions from your ad campaigns from your landing pages.

5. Data Analysis

One of PPC’s greatest strengths is its measurability. Analytics is more than numbers, though — it’s about uncovering the story behind those numbers.

Expert data analysis can uncover what’s working and what isn’t. PPC service providers can then continuously refine campaigns to ensure every dollar spent represents an investment toward reaching target audiences more effectively.

6. Integrating PPC with the Marketing Strategy

PPC should be just one part of the overarching marketing strategy; when combined with SEO efforts, social media marketing or any other digital strategies it maximizes each channel’s impact and reduces total costs over time.

A good PPC services provider can help you understand how these channels work in tandem. It can offer guidance and data that help in other areas of your marketing, too.

7. Budget Management

Small businesses often find that budget management is one of the most challenging aspects of PPC advertising. Without the right expertise, ad spend can quickly get out of control.

When you partner with a PPC agency, you can get more streamlined campaigns that are less likely to waste ad dollars.

This includes helping set a realistic budget that aligns with your business goals, and then regularly revising strategies based on performance reports from your campaigns.

8. Overcoming PPC Obstacles

Small businesses often get stuck at some point in their advertising journey. PPC agencies come equipped with expert problem solvers who have strategies for conquering any and every ad hurdle you come across – because they’ve seen it all.

Final Thoughts

PPC services offer small businesses an incredible opportunity to expand their online visibility. When you’re ready, partnering with the right PPC agency can take a small business ad campaign to the next level of customer acquisition and revenue.

Here at Bruce Clay, our PPC management service is an ongoing program focused on managing paid ad bids, budget and media. We tailor our PPC services to meet the unique needs of each client.

Ready to discuss how our PPC management experts can help you achieve better results from your paid search advertising campaign? Call us at 1-866-517-1900 or schedule a free consultation today.

FAQ: How can I utilize PPC services to improve my small business’s online presence?

If you’re a small business, utilizing Pay-per-Click (PPC) services can be a gamechanger for your growth and online visibility. PPC essentially levels the playing field as it allows you to compete with any company large or small. And when done right, PPC services can increase brand awareness, help you appear in search results and drive more organic traffic to your site.

Let’s look at how PPC services can benefit your small business and increase your online presence.

Understanding PPC: Pay-Per-Click advertising is highly effective because it helps small businesses appear in the search results right away, offering immediate results. PPC services make your business instantly visible in front of potential customers who are actively searching for products and services like yours. For smaller businesses that haven’t utilized SEO to build a strong online presence, this immediate visibility is extremely valuable in building brand awareness and a customer base.

Setting Up a Campaign: In the beginning, a PPC campaign starts with selecting targeted keywords, writing compelling and engaging text to be placed in your ad, and determining a budget. The keywords you select should be related to the products or services you offer. Agencies that provide professional PPC services have the expertise in identifying high-value keywords to maximize your budget and reach.

Targeting Options: Small businesses are typically focused on many different things at once, so many don’t have the time to figure out how to narrow down a target audience. PPC platforms like Google Ads can help in this regard. These platforms help you with geographic, demographic and device targeting that can optimize your campaign’s performance and ensure your ads are shown to the right people who are most likely to become potential customers. This can significantly improve your ROI.

Cost-Effectiveness: PPC is very cost-effective, which is why it can be so appealing to small businesses. With PPC, you only pay when someone clicks on your ad, which means you don’t have to waste money or resources on people who are not in your market. PPC services can give you the right insights and analysis to make necessary adjustments, resulting in higher ROI compared to other traditional marketing methods.

Monitoring and Adjusting: Managing a PPC campaign is an ongoing process that takes up a lot of time and resources for small businesses. Through PPC services, you can regularly monitor your performance and make adjustments to your ads, keywords and budget to ensure you’re getting the best results from your PPC campaign. PPC services can help you A/B test advertisements and experiment with different calls to action than can increase performance and engagement.

SEO Integration: While PPC can improve your website traffic immediately, you can achieve optimal results from your digital marketing strategy by integrating it with other strategies like SEO. PPC services offer small businesses the expertise to improve your SEO by understanding the keywords that perform well and applying this wisdom to your content development strategy.

The Analytics Advantage: Data is extremely important in how you management your PPC campaign. The data you get from analyzing your PPC efforts helps you make informed decisions to adjust and improve your strategy. The metrics you should be tracking include click-through rates, conversion rates and cost per acquisition. Because small businesses usually don’t have the time or resources to analyze their campaign, employing PPC services is a great way to help in this area.

Implementing and managing PPC can be difficult, especially if you don’t understand how to utilize it properly. Working with an expert PPC specialist can streamline this process, improve your campaign’s efficiency and results, effectively increasing your online presence.

Step-by-Step Procedure:

1. Define the goals and objectives you hope to achieve through PPC, such as increasing website traffic, leads, sales, or revenue.
2. Identify who your target audience is based on things like demographic and psychographic characteristics.
3. Research and select the relevant keywords or queries that potential customers are likely to use.
4. Set realistic budgets based on your financial resources and marketing goals.
5. Research PPC platforms like Google Ads or Bing Ads, select one that is right for you and create an account.
6. Write ad copy that is compelling and highlights the unique selling points of your product or service.
7. For better organization, look for ways to structure your PPC campaign into ad groups based on similar keywords.
8. Create and publish landing pages to direct users after they have clicked on your ad. This helps to increase your conversion rate.
9. Implement ways to track and monitor the actions of users after they click your ad.
10. Launch your PPC campaign and closely monitor its initial performance.
11. Analyze performance data and make necessary adjustments to bids, ads, or keywords.
12. Try out different ad elements like imagery, headlines, or descriptions. This is known as A/B testing.
13. Regularly review your ad copy. Update and refresh to avoid fatigue and improve ad performance.
14. Analyze user behavior and conversion data, then optimize landing pages as needed to increase your chances of converting.
15. Explore advanced targeting options like remarketing to expand your campaign reach.
16. Review geographic performance and adjust your bids in regions that perform well.
17. Expand your target keyword list based on search query reports to capture broader relevant searches.
18. Add negative keywords to prevent your ads from showing up in irrelevant searches. This also helps reduce wasted budget.
19. Research optimal times to run ads based on the online behavior of your audience, then schedule your ads to run during these times.
20. Integrate PPC data with other marketing platforms to get a complete picture of how well your marketing strategy is performing.
21. Determine the campaigns that perform the best, then reallocate budget to those.
22. Stay informed on the latest PPC trends and technology updates.
23. If you need help implementing and/or managing PPC, work with a PPC expert for guidance and to leverage advanced tools and strategies.
24. Use customer feedback about your PPC ads to make adjustments and improve user experience.

The post 8 Ways PPC Services Take Small Business Advertising to the Next Level appeared first on Bruce Clay, Inc..

]]> https://www.bruceclay.com/blog/ways-ppc-services-take-small-business-advertising-to-next-level/feed/ 1 https://www.bruceclay.com/blog/seo-vs-ppc-how-to-choose/ https://www.bruceclay.com/blog/seo-vs-ppc-how-to-choose/#respond Thu, 14 Dec 2023 18:49:31 +0000 https://www.bruceclay.com/?p=206446 Discover the ultimate guide to choosing between SEO and PPC for your digital success. Learn how to leverage both strategies for maximum visibility and growth.

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Should you get married or stay single? Have a child or not? Invest in SEO or PPC? Yes, that last question is right up there with many of life’s tough decisions — at least as far as your business is concerned.

I’m here to help you better understand both sides so you can figure out how to dominate your digital marketing strategy. In this article:

• What is SEO
• Why do SEO?
• What is PPC
• Why do PPC?
• How to use SEO and PPC together
• FAQ: How can I effectively choose between SEO and PPC for my digital marketing strategy? 

What Is SEO?

Search engine optimization aims to improve a website so that it performs better in the search engine results pages, generates earned traffic and makes more money for the site owner or brand.

Quality SEO works in conjunction with the search engines, not against them. That means upholding the webmaster guidelines set forth by Google and Bing.

Search engines care about SEO because they want websites to improve so that they offer a better user experience. Websites that do so are rewarded with more visibility in the organic areas of the search engine results page (SERP), as shown below.



In general, SEO is a long-term strategy that builds a site’s visibility and traffic over time.

To show up in the organic search results over your competition, you want to invest in SEO.

Why do SEO?

Consider that Google’s search engine processes more than 2 trillion searches per year. People all over the world turn to search engines for key moments in their lives, whether it’s learning more about a topic, researching potential goods and services, finding local businesses, or buying via e-commerce.

Keep in mind that the indexed web contains billions of web pages. Search engines like Google have to sift through these billions of pages to find the best of the best websites to feature on the first page of their search results.

So if you think you have a chance of showing up at the top of the search results for the searches your audience is doing without any type of SEO, you’re sorely mistaken.

SEO offers many advantages to websites: More visibility in the search results, more traffic, more leads and more sales.

In fact, research has shown that the organic search channel is responsible for approximately 53% of traffic to a website on average and higher in some cases. It’s also responsible for up to 59% of revenue over other channels for some industries.



Moreover, SEO offers longevity. The fruits of your SEO labor will continue to pay off in the form of organic listings on the search results page.

This is different from ad campaigns, which stop generating traffic as soon as you stop paying for an ad. And this brings us to our next topic …

What Is PPC?

PPC, or pay-per-click, is a method of online advertising in which advertisers pay for website traffic. PPC ads can show up on the search engine results page, across websites, or on social networks.



Pay-per-click ads make up 80% of Google’s revenue and an astonishing 99% of Facebook’s revenue.

Why Do PPC?

If you want a targeted way to reach an important audience fast, then PPC is the way to go.

PPC can offer a great return on your investment — and quickly. In fact, 74% of brands say PPC is a huge driver for their business.

And Google reported that businesses generally make an average of $8 in revenue for every $1 they spend on Google Ads. (Take that statistic with a grain of salt.)

It makes sense when you consider how people interact with pay-per-click ads.

For example:

• Seventy-five percent of people say paid search ads help them find the information they’re searching for on a website or search engine. And 33% click a paid search ad because it directly answers their search query.
• About 65% of people click on Google Ads when they are looking to buy an item online.
• Fifty-seven percent report that social media influences their shopping decisions, and that number rises to over 80% when you’re talking about GenZers.

Especially when it comes to social media PPC, the targeting options are unparalleled.

Want to offer organic coffee to moms between the ages of 35 and 50 who live in Oregon and are interested in holistic living? There are ad filters for that.

Or want to use ads to remarket to people who’ve visited your website before? Facebook and other social media ad platforms make it easy to do.

On search engines, PPC offers a way to be placed above other search engine results. Remember, though, paying for PPC ads does not affect your SEO organic rankings in the least, no matter what anyone says.

Many businesses use PPC as a fast way to get visibility, traffic, leads and sales. It offers control over the messaging and placement, plus additional data you might not get from other digital marketing channels on what converts.

PPC + SEO = The Whole-SERP Strategy

In reality, the question is not whether you should do PPC or SEO. A good digital marketing and advertising program will have both.

Since SEO and PPC perform in different ways, it’s appropriate to use these channels in a complementary manner with the goal of more visibility, traffic, leads, and sales.

A whole-SERP strategy is all about maximizing visibility in the search results. It’s about understanding your audience’s intent when they search for something in a search engine, and then ensuring your business shows up with ads and/or organic listings.



In summary, PPC can offer instant gratification, while SEO is a long-term strategy.

If done correctly, the decision to invest in both PPC and SEO will strengthen your digital marketing strategy. So when pondering life’s big question of PPC versus SEO, don’t just choose one — choose both!

Ready to dominate your digital presence? Blend the power of SEO and PPC for ultimate visibility, leads and sales—optimize your strategy now. Contact us. 

FAQ: How can I effectively choose between SEO and PPC for my digital marketing strategy?

Your marketing success may depend heavily on which method you select between PPC and SEO, so it’s crucial to fully comprehend both before making an informed decision. It is also vital to gain an understanding of their advantages and nuances so as to make an educated choice.

Understanding Objectives

Before diving into the SEO vs. PPC debate, clarify your marketing objectives. Are you aiming for long-term visibility (SEO) or immediate results (PPC)?

Assessing Budget and Time

Evaluate your available resources. SEO often demands time and patience, while PPC requires a financial investment for quicker outcomes.

Analyzing Buyer Intent

Identify buyer intent search terms relevant to your business. SEO targets informational queries, while PPC caters to transactional searches.

Keyword Analysis

Explore keywords relevant to your industry. SEO focuses on organic keyword optimization, whereas PPC involves bidding on targeted keywords.

Target Audience Insights

Understand your audience’s behavior. SEO caters to broader audiences, while PPC allows precise targeting based on demographics and interests.

Evaluating Competition

Analyze competitors’ strategies. SEO aims for organic ranking superiority, while PPC offers a chance to outbid rivals for ad placements.

Testing and Monitoring

Implement small-scale PPC campaigns or SEO strategies to test their effectiveness. Analyze data to refine your approach.

Integrated Strategy

Consider a hybrid approach. Leveraging both SEO and PPC can amplify visibility and maximize results.

Step-by-Step Procedure: How to Effectively Choose Between SEO and PPC

1. Define marketing objectives clearly.
2. Assess available budget and time resources realistically.
3. Identify buyer intent search terms relevant to your niche.
4. Perform comprehensive keyword research for both SEO and PPC.
5. Develop audience personas for targeted insights.
6. Conduct competitor analysis for SEO and PPC landscapes.
7. Initiate small-scale PPC campaigns or SEO strategies for testing.
8. Analyze performance metrics and adjust strategies accordingly.
9. Explore the hybrid approach for integrated benefits.

Navigating the realm of SEO and PPC involves a strategic blend of understanding buyer intent, thorough analysis and the agility to adapt. The synergy between these two approaches paves the way for an impactful digital marketing strategy, allowing businesses to thrive in the competitive online sphere.

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