One of the best uses for a small business’ marketing budget is not to focus initially on social media marketing or email campaigns. Not that these mechanisms are not important in growing a business but pay-per-click (PPC) marketing provides some top returns for your advertising dollar, and it does not take long to generate traffic to your site.
Not only is PPC less expensive than other forms of marketing for the smaller business, but the return is completely measurable. That means right off the bat, you know PPC’s costs and profits, as well as the number of clicks generated. The metrics are simple.
With PPC, you are purchasing website visits via targeted ads, but you pay only when someone clicks on your ad. Your business pays Google – or a competing search engine –for placing ads prominently on organic search results. Based on your particular niche, you may find that Google Ads, the best-known of the PPC networks and the priciest, is not as effective as Bing on your budget.
Another PPC benefit – you can customize every part of your ad campaign. Keep in mind that every PPC ad must contain a strong call to action.
PPC and Lead Generation
Other forms of marketing take much longer to generate leads. While organic search rankings are the cream of the crop – and free –the SEO work involved can take months or years before your business sees results. While generating leads, PPC also boosts brand awareness with targeted keywords. Your business receives keyword ranking right away.
PPC works in conjunction with SEO to drive traffic to your site, but the former helps to identify the prime keywords for the latter. Because PPC ads appear on the top of search engine results, it makes a huge difference in views, because the targeted audience is interested in the product or service.
Another plus regarding PPC for the small business owner is that, once you set up your PPC campaign, you do not have to invest as much time in it as with other marketing media. Time is money, and it is wise to learn the ins and outs of PPC and start small. Once you determine which of your ads drives the most traffic and gives you the best ROI, you can up your budget and spend more time on other aspects of your business. That does not mean you should not monitor your reports regularly, but once successful ads are identified, you can continue using them.
The bottom line is that PPC brings your business new customers. Done correctly, the ROI is truly impressive. You must pay for each click, but if a click costing $5 brings in $250 in revenue, you are significantly ahead of the game. Attracting new customers is the most vital part of any business’ growth, and PPC aids not only in growing your customer base but if they are satisfied with the product or service, earning repeat sales.