PPC for Small Businesses: From Beginner to Advanced Tips


PPC, which stands for pay-per-click, is an extremely effective way to advertise your small business services online. You get to have control over whether your ad appears at the top of google search results based on the keywords you choose. This means that you won’t be spending ad dollars on just anyone, but people who are actively searching for your business with an intent to buy… 

One of the many challenges small business owners face is not knowing how to effectively launch google ad campaigns. That’s where we can help out! We’ve put together 6 tips for putting together an effective PPC campaign from start to finish with advanced tips at the end.

google adwords: campaign management

Tip 1: Start Small

When it comes to PPC, it’s wise to start small, especially if you’re not working with a seasoned expert. Managing several ads and budgets can get tricky, and if you’re not attentive, you could find yourself spending large amounts of money within just a couple of days.

We suggest that you kickstart your PPC journey with a single campaign on Google Ads. Being one of the most popular platforms, Google Ads allows your business to appear in the search results of the world’s largest search engine. Also, starting with just one campaign simplifies the process of tracking how your ads are performing.

Handling the backend of Google Ads Manager might seem daunting at first, but by allocating a smaller budget, you can learn the ropes without risking a big financial hit. As you gain familiarity and grow comfortable with PPC marketing, you can gradually increase your budget and add more campaigns, ad groups, and ads to your strategy.

Tip 2: Be Hyper Specific

When setting up PPC campaigns, especially as a small business owner new to the process, there’s often a temptation to go broad with keywords, hoping that it will cast a wider net to attract more customers. Unfortunately, this approach often leads to wasting time and delivering poor returns on investment.

The secret to launching a successful PPC campaign is precision. Try to hone in on specific keywords. This tactic is called intent-based marketing, meaning you’re trying to understand and cater to the specific intent behind a user’s search based on the keywords they use.

Let’s say you own an HVAC company in Denver, CO.. Instead of targeting generic keywords like “HVAC in Colorado” (which will likely be quite expensive per click and attract a wide range of users who might not be in your locality), go for something more specific, such as “air duct cleaning Denver.”

By doing this, not only will your cost per click likely be less, but you’re also ensuring that your ads are seen by people who are actually searching for a business just like yours. In other words, you’re targeting people whose search intent matches your business, which increases the chances of attracting potential customers who are likely to be interested in what you offer.

Tip 3: Write to Your Target Audience

Mastering the art of persuasive ad copy is a crucial component of effective PPC campaigns. You’re not just putting out words; you’re crafting a message that can stir your prospects to action. Vague and unassertive headlines often result in lackluster outcomes, while bold, engaging headlines yield the best results.

Likewise, the headline and body copy of your ad needs to strike a chord with your prospects. It can do this by addressing the pain points or highlighting a desirable outcome they can achieve only through your service offerings. This approach not only establishes an emotional connection but also nudges them towards clicking on your ad. The same principle can be applied to your copy of your landing pages. Strong copy is a must throughout your entire campaign and funnel.

Tip 4: Use Geographic Words

When it comes to maximizing the return on your PPC ad spend, especially as a local small business, incorporating geographic keywords is critical. Without this, you may end up wasting precious advertising dollars targeting people who aren’t even in your region.

Geo-targeting your ads and using language that resonates with your local area can be a game-changer. So rather than just mentioning the city your business is based in, consider including particular neighborhoods in your ads. While people from outside the area may not recognize these specifics, the key question to ask yourself is, are those out-of-town folks genuinely part of your target market?

We call this process local SEO. By drilling down on geographic words, you’ll more effectively reach local customers who are more likely to visit your business. This not only improves the efficiency of your advertising spend but also helps you to connect more deeply with your local community, further enhancing your business’s presence and relevance in the areas you serve.

Tip 5: Include Clear Calls to Action

Guiding customers through every stage of your funnel is an integral aspect of successful Google ad campaigns. Remember, your ad might be the first interaction a potential customer has with your business, making it crucial to nail your call to action (CTA). The same principle applies to your landing page – clarity and direction in your CTAs can significantly boost conversions, sales, and eventually, profits.

Every click on your PPC ad represents a potential customer looking for what you have to offer. Don’t leave them hanging. Be assertive and clear about what you want them to do next. Many PPC ads fall flat because they lack a clear, compelling call to action, rendering them ineffective.

Avoid ambiguity and confusion. Your ad should prompt one specific action, maybe emphasized twice for good measure. The goal is to guide your prospects seamlessly, reducing the mental effort they need to decide on their next step. A clear and effective CTA isn’t just about getting the click—it’s about leading that click through to a conversion, completing the journey from prospect to customer, and driving your bottom line to greater heights.

Tip 6: Monitor Your Results

Running a PPC campaign as a small business owner can be quite a task, especially when it comes to understanding and interpreting the vast amounts of data you’re presented with. It’s easy to feel overwhelmed, but knowing what to look out for can significantly simplify this process.

Key metrics that will give you insight into how well your ad campaigns are performing include: 

  • Cost Per Click (CPC) 
  • Cost Per Conversion (CPC)
  • Cost per Acquisition (CPA) 

Comparing these figures with industry standards can provide valuable context and help you understand how well your ads are performing relative to others in your sector.

Regularly checking these analytics allows you to fine-tune your ads based on actual performance data. As you continue to make informed adjustments, your campaigns will only grow in effectiveness, yielding increased results for your business. 

Remember, PPC is not a “set it and forget it” kind of deal. It’s a dynamic process that requires ongoing attention and adaptation to drive the best outcomes for your small business.

monitor your results: ppc ad campaigns

Tip 6: Consider Hiring a Professional

Recognizing that PPC campaigns can be complex to manage is a crucial first step for small business owners. The time and energy you could be investing in mastering Google Ad Manager could be better spent focusing on your core business operations.

To get the most value out of your ad spend, it might be wise to consider enlisting the help of ad campaign experts. By hiring a digital marketing agency, you’re accessing skilled professionals who understand the ins and outs of PPC campaigns. They can assist in creating and managing your paid ads, ensuring your advertising efforts are as efficient and effective as possible.

Remember, investing in expert help isn’t an unnecessary expense, but rather a strategic move to optimize your ad performance. The ultimate goal is to help your business thrive while saving you valuable time to focus on what you do best – running your business.

Succeeding Small: Small Business PPC Experts

Are you a small business in Colorado Springs eager to propel your growth? Our team at Succeeding Small is here to help you achieve great success in your entrepreneurial journey. Our unique blend of expertise in PPC campaigns, SEO, and traffic trends allows us to craft customized advertisements tailored for your business needs. If you’re prepared to partner with a seasoned team dedicated to boosting your visibility and optimizing your ad spend, reach out to us today! Experience the difference that professional, targeted advertising can make to your bottom line.

Grow your Small Business With Succeeding Small

Succeeding Small is an expert in growing small businesses through our amazing digital marketing, SEO, branding, web design and social media services.  Learn about our services today!

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