Is using PPC to promote your small business a right idea?

If you are running a small business, there is a possibility that you might not wish to invest a lot on marketing. And you might wish to see results when you invest on strategy or campaign. And this is very much OK! Here is where PPC comes for you!


With PPC ads, every time a consumer clicks on your ad, you pay a small fee.

Unlike earned media placement topics, which provide exposure and credibility, PPC creates media amplification with a direct call-to-action.

1.You only pay when an interested person clicks your ad

You only pay when an interested person clicks. Unlike organic search, PPC can show results very quickly. Of course, you don’t want to be paying for Web traffic that has nothing to do with your business. This is different than traditional advertising offline, where you spend X amount of dollars and hope your target market actually engages with the ad, but you never really know.

2. You set your budget to control costs

Speaking of budgets, with pay-per-click, you set the budget to your needs. You can put a cap on what you spend daily, and it’s flexible for you to change at any time. That doesn’t mean you can expect to see huge results with a limited budget, of course; it all depends on how competitive the keyword and industry are.

You can set you daily budget for each campaign with Google Adwords.

Based on your advertising goals you can setup the  general amount you’re comfortable spending each day.

Example :

Let’s say your cost-per-click is   Rs6.4 on average, and you’d like around 100 clicks per day. You might budget Rs 640 per day.

Using this example, here’s how you’d figure out your daily budget:

Rs 6.4 x 100 = Rs 640 per day (Cost-per-click x Clicks per day = Daily budget)

If you’re used to working with a monthly advertising budget, you can calculate the amount you might budget per day by dividing your monthly budget by 30.4 – the average number of days per month.

3.Reach your target consumer at the right time with the right ad.

It isn’t cost effective to show your ads to everyone.  PPC Demographic Targeting enables you to filter  who sees your ads .  Based on audience relevant criteria, you can create a target market profile to tailor the ad reach. Typical profile info includes: Age, gender, marital status, level of education, and income. These information helps you avoid the hit and miss marketing method.

Example :

A company which sells female hygiene would include females into target market profile.

4.Quick Results:

We all know how important organic search traffic is for long-term website marketing; however, it has a longer cycle to prove ROI. PPC can show results fast. You can start a PPC campaign on Monday and literally start seeing results in terms of traffic and conversions the next day (depending on a variety of factors, obviously).

5.PPC data can inform your other marketing channels.

If you want to know which keyword or set of keyword is converting well then PPC can tell this to you.

You can also test the waters with new products or offerings using PPC in order to gauge demand and get an early look at its reception.

6.Brand recognition

PPC is a smart solution for getting your brand seen on Google. With targeted keyword research, you could be showing up at the top of Google for relevant searches. Even if users don’t end up clicking on your PPC ad, seeing your name at the top of the search results makes an impression and is incredible for building brand awareness.

7.Rich Functionality and Reporting

Google Adwords and Bing Ads also provide you with all the tools you need to run your campaigns, collaborate with teammates and analyse your data and results . With out the right tools and reporting system is like swimming in the sea with your eyes and ears closed. The right tools with the right marketing strategy can give you the right results.

8.Set Up Detailed Radius Location Targeting in AdWords

Above is a simple explanation of Google AdWords radius targeting. At first, you might think it’s a no-brainer to set the target 2-5 miles around your store and call it quits. Not so fast! Taking advantage of the radius targeting feature along with location bid adjustments is what will turn you into a targeting king.

a.) Just Remember :

PPC Takes Time!

If you just invest on PPC for a month and expect it to give you brilliant results then you are doing a mistake. PPC needs time. PPC might be fairly easy to setup but it is insanely difficult to get a good ROI.  It takes some time to respond to AdWords’ results, tweak settings, and get traffic up and cost down.

b.) Pro Tip:

Setup a fairly configured campaign

Atleast run your PPC campaign for 3-6 months instead of throwing it into towel after a month.

So, are you beginning to see how PPC is a viable marketing channel for your brand? Even if you’ve never done it before, throw caution to the wind and test it out in 2017. Chances are good that it can work for your brand!

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