Simple Tech for Small Business Owners, Part Two: PPC Advertising

By Paige Duffy

In the last post in our series, we talked about the ever-present need for understanding search engine optimization (SEO). But when you’re a small business, it can be difficult to compete with much larger websites. Often, a potential customer using a search engine won’t even click past the first page of results – and if your website isn’t there, that customer may not find you at all.

Fortunately, SEO strategies aren’t the only ones available to you. In the second post of our series, we’re going to look at pay per click advertising – and how you can use it to your advantage.

What Is Pay Per Click Advertising?

You’re likely familiar with pay per click (PPC) advertising already, even if you don’t know the name. Think back to any time you’ve used Google. You probably noticed that several results on the page have “Ad” marked next to them. Those are the results of PPC advertising, and it extends beyond just search engines and into social media.

Much like a traditional advertisement or banner, PPC ads exist because the business has agreed to pay the search engine or website for its services. Unlike traditional advertising, though, PPC works on a click basis instead of a flat rate. As the same suggests, the business only pays a fee when someone sees the ad and clicks through to the connected webpage.

Because of this, PPC is a great option for small businesses who don’t have a large advertising budget. You only need to pay for when you get hits, so you don’t have to feel like you’re wasting money on advertisements that aren’t doing you any good. With a combination of SEO and PPC strategies, even a small business can hold a competitive advertising edge.

Where Can You Set Up PPC?

Several search engines provide PPC:

  • As the foremost search engine, Google AdWords system provides PPC services. It can be expensive, but selecting niche keywords can make Google an affordable option on even a smaller advertising budget.
  • As the second most popular search engine, Bing Ads tend to cost less than Google. Any PPC ads you set up through Bing will also display on Yahoo, so your ads can have a wider reach.
  • Yahoo’s Gemini service (also referred to as Stream Ads) integrate ads into relevant content, allowing for a high engagement rate.
  • If you’re trying to target a specific market location, Yelp can provide ads on both search results and even on competitor pages. You also get the advantage of extra engagement through sharing and reviews.

Likewise, you can also find PPC options on many social media platforms:

  • One of the largest social media platforms, Facebook, also has a comparable number of PPC campaigns.
  • Twitter can help with increasing exposure, crafting a brand voice, sharing content, and more. With Twitter’s increased character limit, you have more options for building your ads.
  • If you feel you can build a strong video campaign, you should consider using YouTube Ads.
  • Instagram is a great PPC choice for businesses that work with or can convey messages with photos and imagery.
  • If …read more

    Read more here:: B2CMarketingInsider

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