PPC for Small Businesses – 19 Reasons You Should Do It


by Michael Winter

Considering there’s around 380 websites created every single minute, it’s little wonder that driving traffic to your one is quite the challenge.

The quality of your content, value of your service, innovation of your product – all are largely irrelevant if you can’t get anybody to actually visit your website in the first place.

As we’ve discussed in great detail, SEO should be your number one long-term priority. And you should be supplementing your SEO game with a strong content marketing strategy (among other tools at your disposal), but those methods tend to take a long old time.

But what if you need results, like, yesterday?

Pay Per Click ads can certainly help you in the short-term, while also providing you with a solid and flexible option in your long-term planning too – though they can’t time-travel to give you any results yesterday; that was maybe a slight embellishment on our behalf.

Pay Per Click (PPC) in a nutshell, does exactly what it says on the tin: you create an ad campaign (Google Ads is the most popular but by no means is it the only option) and when people click on it, you pay a little money.

That’s a very, very broad description, mind you. We’ve left out a lot of details regarding strategy, budget, pitfalls, manual vs automatic bidding etc. etc. but we didn’t want this to be an article about ‘How to set-up your PPC account’ – as with a lot of the topics we discuss, there are plenty of resources out there that do a pretty good job of describing it already, like this and this. And besides, we can do it for you anyway 😉

What we wanted to do was to lay out the many and compelling reasons why you should be incorporating a PPC campaign in your company’s overall digital marketing strategy.

So without further ado:

19 Reasons PPC for Small Businesses is a Good Idea

1. The results are very fast (especially compared to SEO)

In terms of your long-term digital marketing strategy, the importance of SEO cannot be over-stated. But seeing any kind of results can take anywhere from 3 to 12 months.

That’s a long time. If you like your outcome to have a bit more immediacy about it, then you can’t really go wrong with PPC. You can literally see traffic results (and maybe even ROI) just one day after you’ve started your campaign. How’s that for a quick return?

This benefit is especially useful for new websites – where waiting months or even years to reap the rewards is not cost-effective – a PPC campaign run in tandem can provide targeted traffic almost from day one.

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2. PPC data can help your SEO efforts and many other marketing channels

Keyword research is pivotal to a successful SEO campaign, but as we’ve just mentioned, SEO results can be drawn-out.

How do you know if the keywords you’ve targeted are likely to work?

The data you gather from your PPC campaign can tell you if the keywords you’ve identified are a good match for your website.

You can also use your PPC campaign to increase email sign-ups, get more installs of your app or even market off-the-cuff or unusual events due to the short timeframe between setting-up a campaign and generating interest.

3. Allows targeting of keywords that are out of reach organically

Broad and generic keywords (whilst not always ideal in terms of buying intent) are notoriously difficult to rank for. If you’re a company that sells sports footwear, good luck trying to out-rank the likes of Foot Locker, Nike and Adidas for the keyword term “training shoes”.

Using PPC however, you can run an ad campaign for such a search query, which will likely raise awareness of your company and brand at the very least and potentially gain traffic that you would never have gotten by attempting to see results via SEO, or any other marketing channel, for that matter.

4. Diversify your traffic source

It’s a little foolish to rely on merely one primary source of traffic.

SEO algorithms change too frequently for them to be reliable (plus they aren’t made public in the first place anyway), social media marketing opens up your company to a very wide audience, but not everyone goes on their Facebook feed to search for products and email marketing, while highly targeted, doesn’t reach a large enough number to people to really fill your sales funnel.

Together, they work excellently and adding PPC to the mix will only enhance the big bottom-line results.

5. If it’s good enough for the big boys, it’s good enough for you

Remember when the online dating app Zoosk had ads everwhere? Probably, since they’ve been known to spend almost $1m per year on PPC campaigns, generating a revenue of $178m in the process.

And how about GoDaddy? We’re pretty darn sure you’ve heard of them. They’ve been known to spend an unbelievable $5.2m a year on PPC, generating revenue of $1.1 billion.

And they’re not even the top spenders in their respective industries, let alone the top spenders overall. Large corporations understand the importance of operating profitable PPC campaigns and that should give you a good indication that you should too.

6. You only pay for clicks from interested people i.e. targeted traffic

Being able to guarantee targeted clicks is one of the main reasons PPC is so popular.

Compare it to a traditional method of advertising, like a radio advert, for example, where your company would spend considerable resources developing the advert, only to release it to the world and hope that the relevant target audience would encounter it and then engage.

With PPC, your ad appears at the very top of Google (providing your campaign has been set-up properly and effectively) and you only pay when someone interested in what you’ve got to say clicks on it. In comparison to the old-school methods, it almost seems too good to be true.

7. You set and control the budget

Worried that too many people will click on your advert and you’ll go bankrupt because you’ve got to pay for 100k clicks!

Not to worry – you can even create a cap on your daily spend. This is not to say you can set a very low budget and still expect to compete at the high-end. Swings and roundabouts, you know.

8. Experiment until to make a profit, then increase your ad spend

At first, it’s quite normal to run non-profitable campaigns. There’s a learning curve with your particular niche that even PPC experts need to endure and overcome.

But once the optimisation period arrives, a positive ROI should be your reward.

As long as you don’t rest on your laurels, you can increase your budget and grow your profit exponentially. If you aren’t seeing a positive return yet, it’s time to change-up your campaign and keep experimenting.

9. Easiest way to test the viability and sales potential of your product/service, your lead generation effectiveness etc.

By getting people to your website quickly, you’ll be in a position to gauge a whole host of variables that you were only able to guess-at previously.

Are your opt-ins encouraging enough users to enter their email address? Are your landing pages engaging the reader or are they getting high bounce-rates? Are you experiencing a lot of cart-abandonment?

What you and your web developer consider to be an attractive and highly-converting website may not translate to the real world. Users can be unpredictable beings.

Granted, it will cost you some money simply to run such a test, but until you get a steady flow of traffic to your website, you can’t have concrete answers for any of these questions, plus many, many more that you’ll need to investigate.

10. It allows advanced marketing strategies such as retargeting

Retargeting is the marketing technique of targeting people who have visited your website in the past but did not convert to a buyer/user.

Through PPC, you can create a campaign (using cookie technology) that allows you to target these people and present them with ads specifically designed to entice them back to your website to complete the buying-process.

Clever, huh?

11. Can Provide a high ROI

It may come as something of a surprise, but PPC is considered to be in the top two digital marketing channels – arguably even the #1 – where highest ROI is concerned (alongside email marketing).

While email marketing will provide you with a higher conversion rate – since it utilises leads that you have likely developed through your website in the first place – PPC doesn’t need to have such a list to be established in the first place.

And since there’s a good chance you don’t have a strong email list yet – if you even have one at all, particularly when you’re trying to get your business off the ground – then PPC is by far the better option with regards to speedy outcomes.

12. Helps identify problems (with your website, service etc.) quickly

As soon as you have traffic to your website, you’ll learn exactly what your site does and doesn’t do well.

Are the images being displayed correctly? Are your opt-ins showing on all of the pages you want it to? Does your email automation run the way you planned it?

Once you start getting users, you’ll know pretty quickly if you have errors that your exhaustive testing somehow missed.

How?

A high-bounce-rate and negative comments/emails heading your way are normally a fairly good indication that something needs fixing.

Better to use PPC to get people there early, kind of like a soft opening, so you can fix things before it’s too late.

13. Boosts your company brand

Even though branding is far more than just ‘getting your company name out there’ or ‘increasing exposure in general’, your PPC campaign will help you achieve these things.

PPC should always be approached with a definite conversion goal in mind, whether that be an increase in traffic, an email sign-up or a direct sale, but featuring at the top of the search engines for your chosen keyword exposes your company name, website URL and a snapshot of your content all packaged inside one ad.

For companies with small budgets, this kind of ‘bonus branding,’ if you will, can be extremely beneficial.

14. Potentially double your real estate on the SERP

Here’s an interesting one that most people don’t consider, but you never know how effective these minor elements can be.

Googling “hotels” as an example, will show you (among others) the Hotels.com Google Ad at the top and right underneath it – the Hotels.com organic search result.

In short, paying for an ad has doubled the real estate that Hotels.com has on page one of Google.

Digital Marketing DIY

Small Business Owner who’d prefer to Do It Yourself?

We understand – you need marketing but you may not be able to pay someone to do it all for you. So, you may be interested in our digital marketing courses, where you can learn Digital Marketing DIY

 
LEARN TO DO IT YOURSELF

15. Increase traffic = increase in sales

Although it’s not a straightforward as the heading may suggest, the more inbound traffic you generate by users clicking on your ads and visiting your website, the higher your number of conversions should be.

As long as your website is properly optimised for lead generation and, of course, for sales, more traffic means more leads and more leads means more conversions.

16. Measurable results

When combined with an astute analytical set-up, you are able to record and investigate statistics and data, identifying the strategies and keywords that worked and those that didn’t.

Using this information, you should then be able to identify common themes in the ads that displayed successful results and repeat them in various forms to maximise their effectiveness.

17. Target local or global markets

With the functionality of allowing you to display your ads to a global audience or narrow it down to display only in the city of your choice, you can select very specific geographical targets and even produce bespoke ads for different places.

This has obvious benefits if you’re a local brand trying to reach a wider audience in your immediate are or if you are trying to expand beyond your city limits, even reaching a fully international user-base.

18. Your competition is already beating you at it

There a very strong possibility that one or more of your competitors run PPC campaigns, regardless of the industry you operate within.

What does that mean for you?

Well, if it’s one of the big players within your industry, then you’re simply falling further and further behind by not using the opportunity to have your company listed alongside theirs at the top of the search engine results page.

Conversely, if your competitor is smaller than you are, then chances are, they won’t stay smaller than you for much longer. The fact that they are leveraging a key element of the digital marketing repertoire that you are refusing to adopt means they are tapping into a plethora of traffic and potential leads that you are failing to even approach.

19. If your competition isn’t doing it yet, you should start now

In the event that none of your competitors have decided that PPC is a profitable way to drive traffic, then that really should prompt you to take immediate action.

There is a glaring hole in your competitors digital marketing strategy and you’d be remiss to follow their ways by not capitalising on such a collective oversight.

Why We Recommend You Hire a Pro

We know this might sound like we have an ulterior motive for this, but hear us out.

As a business owner, you’re already pulled in several different directions dealing with a whole host of ‘departments’ on a daily basis.

You can’t be an expert in all of them; it’s practically impossible. If you’re an expert marketer then that’s awesome, good for you. You don’t need our help or the help of any other digital marketing agency, for that matter.

But let’s be frank, if you were an expert marketer, you probably wouldn’t be reading an article about the benefits of running a PPC campaign – you’d already know that it’s a good idea!

PPC campaigns can be complex to set-up correctly; the whole process of monitoring, analysing, improving (and repeating) is time-consuming; and the practice of identifying suitable keywords, testing their viability and eliminating those that are not successful is a long-term strategy that requires a lot of attention.

Spending your time focusing on such matters – and lest we forget, PPC should be just one of several formats your entire digital marketing strategy should employ – will take your attention away from other parts of the business.

As we’ve said before, if you have the time (and inclination) to do it yourself, then that’s great. It’s articles like this that we sincerely hope help point you in the right direction. Get in touch with us and we’ll try to help you out in any way that we can. No charge.

But if you can’t dedicate the necessary time and effort, then we’d strongly recommend you seek the assistance of a professional – maybe even us?

Did we miss your favourite reason for implementing PPC for your small business? Get in touch to let us know what we missed.

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