Whether you’re curious about paid search advertising or ready to get started with your first campaign, it’s important to understand what PPC ads are and how they help your business. Paid search advertising can help give you the advantage over your competitors while driving more qualified leads back to your site.

What is Pay Per Click (PPC) Advertising?

Pay-per-click or PPC advertising is a type of advertising where businesses pay a fee for each time that a user clicks on an ad. There are many different platforms that offer PPC advertising, including Facebook. 
Paid search advertising involves placing PPC ads on search engines like Google. With paid search ads, businesses bid on ad placement to appear as a sponsored link on the search engine results page.
Google rewards advertisers who create relevant PPC ads that are strategically targeted to the right customers. The more relevant your ad campaigns, the less the search engine will charge you per click.
The lower your cost-per-click, the more profit you will make from your PPC ad campaigns. That’s why it’s vital that small businesses are strategic about their ad campaigns and learn to manage these campaigns effectively.

Benefits of Paid Search Advertising for Small Business

So why do you need PPC ads? There are many benefits of paid search advertising for small businesses like yours. Here are just a few:

PPC ads produce
fast results.

Organic search engine optimization efforts take time. No matter how optimized your content is for the search engines, you won’t start to see results right away. On the other hand, PPC ads bring immediate traffic to your site from the search engines. This makes paid search advertising a great complementary tactic to help support your SEO efforts.

Paid search ads help you generate more qualified leads.

Another benefit of PPC ads is that they help small businesses bring in more leads to their website. More than that, the leads that are coming to your site from your PPC ads are more relevant. With PPC ads, you are strategically targeting the types of consumers who are most likely to be interested in your brand. This means that the traffic you drive to your site from these ads is more qualified.

PPC ads provide measurable results.

Another benefit of paid search advertising is that it provides measurable results. You can clearly measure every aspect of your PPC ad campaigns including the number of clicks, the cost per click, and how many sales are coming from these clicks. This helps you make better use of your ad budget and find ways to improve your results over time.

Paid search advertising improves brand recognition.

PPC ads on Google can also help your business improve brand awareness over time. Not every search engine user is going to click on your ad when it appears in the search engine results. However, the more often they search for related industry keywords, the more often they will be exposed to your brand name and site link. This helps improve brand recognition and may result in a later sale.

It’s great for local search.

Many small businesses are targeting customers that are in close proximity to their location. The good news is that paid search advertising is a great way to target local traffic. When consumers use their mobile devices to search for stores nearby, they will see your PPC ads and be able to click on them for directions to your location. There is also a call option on mobile ads that allow the user to call your location right from the ad. 

PPC ads are budget-friendly.

Though it may seem counter-intuitive because you are paying per ad click, paid search advertising can actually be budget-friendly. This makes it an ideal tactic for small businesses that are working with a limited budget. Since you are able to target specific types of consumers and measure every aspect of your campaign along the way, there are plenty of ways to optimize your budget and boost ROI. You can set budget caps, and the search engines will not spend more than you tell them to. 

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