Pay-Per-Click Advertising

Let's take a look at PPC ads for small businesses

February 22, 2018

Pay-Per-Click (PPC) advertising is one of the most common methods of digital marketing. PPC has been around for almost as long as the internet itself, and is one of the primary ways that companies such as Google and Facebook earn their money. Google, Facebook and other similar companies use various methods, most commonly cookies, to track the user’s interests and information.

What’s makes this so effective is that the highly powerful software and algorithms behind them are able to build up a user profile with an incredibly amount of accuracy. Tools such as Google will often know almost everything about a web user, from their age to the device they’re accessing from to their location and interests.

By harnessing this information, businesses who decide to use Pay-Per-Click ads are able to totally focus in on the precise audience that they’re looking to reach. In traditional adverts, such as in newspapers or on the radio, there is nowhere near the level of flexibility or input when it comes to reaching a customer. Small businesses who use PPC campaigns can choose precisely the audience they’re looking to reach.

The other benefit of PPC is that business owners are only charged when their ad is used. Unlike running an ad in magazine, where you pay a set fee and are never really sure how many people read or liked your ad, PPC operates by only charging you when the ad is clicked. PPC ads are used for a variety of reasons, from growing the traffic to a site to promoting a social media page or individual product.

When you get into creating your ads using a platform such as Google AdWords, the choices and input you’re able to make is almost limitless. You can select and edit almost every part of the ad, from the copy used through to the exact audience you’re looking to reach, and even down to which devices you’d like the end user to access from. This might sounds strange, but consider what it is you’re advertising. If it’s an Android-exclusive app that you’re advertising, then it makes sense that it wouldn’t show up on an Apple phone or Windows laptop. It’s this input that makes PPC ads one of the most flexible and versatile forms of marketing available to business owners.

Although PPC ads can seem rather expensive to some small businesses, it’s worth noting that PPC experts will know how to bring your cost per click down, whilst not losing any potential reach your ad might have. Also, PPC ads, due to their nature, might not be for businesses who sell products with a very small profit margin, as the margins could soon be eaten up by the price of the ads. However, for businesses who have a large enough profit margin on their profits or services, and are willing to learn and give PPC ads a try, then the rewards can be huge.