PPC and its Benefits for Small Businesses

Marketing on Google has become a widely used strategy for businesses aiming to extend their customer reach online. According to a Google Ads Study, businesses get returns of approximately $8 from Google Search Ads for every $1 they spend on Google Ads. Google, being a search engine with the highest number of searches compared to its other counterparts namely, Bing and Yahoo is the reason why most marketers choose to launch their marketing campaigns on the search engine.

Why Choose Google Ads to extend your reach online?

Given its reach and popularity, making your business visible among millions of other search results can be a tough task. While optimizing your business with a clearly defined SEO strategy can help you increase your ranking, the process takes plenty of time to achieve results. For marketers who want to drive immediate traffic to their sites, advertising with Google ads is a must!

Using Google Ads gives businesses the advantage of targeted marketing. This is especially beneficial for local businesses that want to attract a niche audience based on location, age, gender, education, and/or income level. 

How to do budgeting for Google Ads?

If you are wondering how much it costs to run Google Ads, you need to know that Google Ads are run on a Pay Per Click basis, wherein, you pay only when the user takes action by clicking your ad. Depending on the competition in your industry and the duration of your campaign, a suitable budget plan can be devised for your Google Ads campaign. With thorough analytics of your campaign, you can invest in high-relevance keywords to drive traffic to your website. 

The cost per click in Google ads can vary from <$1 approximate minimum rate per click> to < $50 (approximate)> or more, the range of which may vary depending on the competition in your industry.

Another favorable feature of the Google Ads campaign is the ‘Budget Sharing’ option which allows you to share the total budget across multiple campaigns simultaneously.  Based on the success of your campaigns, you can easily shift your budget and invest in the most successful ones.

AdRanks are crucial for your Pay-Per-Click (PPC) adverts

To determine your AdRank and position your ads above other competing advertisers, it is important to improve the Quality score of your website. According to Google’s algorithm, the Quality score is a blend of several factors that impact your AdRank, most importantly include:

High Keyword Relevance

To rise higher in Google rankings and reach the right customers, you need to identify the words and phrases that are most relevant for your business and accurately reflect buyer intent. 

Google’s Keyword Planner will give you insights on how often certain words are searched and help you narrow down your keyword list to the most suitable ones, so you can bid on them according to your advertising budget.

Bid estimates are based on the Quality Score assigned to each keyword and can vary in cost according to the search traffic they generate. 

Conducting regular analytical checks and bidding on the right keywords is crucial to ensure that you get the results you expect while still staying well within your budget.

High CTR and Previous campaign performance 

Another important factor taken into account by Google’s algorithm to determine the quality score is the number of clicks on your website through the search engine. The high Click-Through-Rate(CTR) for Google ads is an indicator of the reliability and quality of the site. 

Ad relevance with the use of the right keywords and excellent user experience will help you avoid attracting the wrong customers to your website. It will also save you the cost of paying for unwanted site traffic. Additionally, Google also appraises your past campaigns to get an account of the progress of your ads. 

Good Landing Page Experience   

User experience plays a pivotal role in determining your AdRank. Ensure that all your Google ads accurately lead the user towards what they came looking for. This will substantially decrease your bounce rates and drive more potential customers to your website.

Improved quality score can help you position your Google ad with a higher AdRank than your competitors and consequently result in lesser cost per click.

How a Pay Per Click strategy benefits Local Businesses?

A well placed paid ad placed on top of search engine results allows you to reach shoppers and capture the attention of active searchers, simply by the virtue of its prominent positioning and ease of access above organic searches. 

Virtually any business can benefit from a strategic, well-planned Pay Per Click advertising campaign. For local businesses that attract a niche audience, a strategic investment in PPC advertising can be an added advantage among other advertising and local marketing tactics. 

From allowing businesses to have full control over their budget and only paying per click, to getting access to a goldmine of real time marketing data for each ad, PPC ads can offer a wealth of benefits for small businesses looking to build a loyal customer base and extend their reach within the community. 

Targeted marketing 

Targeting is a critical part of any PPC strategy. You may have created the perfect ad, but it means nothing unless it reaches the right person through the right channels to give you the results that you expect. Google Ads offers a variety of targeting features to help you reach your ideal audience. 

You can target your ad to different audiences, based on demographics, affinity, in-market searches, custom buyer intent keywords, similar audiences, or even remarket to previous visitors. Google also offers various Content Targeting methods, ranging from relevant content keywords to placement and topic targeting for your Display ads. 

Better reach in a short period and immediate tracking

Unlike a local SEO marketing strategy, Google Ads helps your website reach out to more people within a duration set for your campaign. Your website has a higher chance of visibility which can bring an exponential increase in the overall ROI for your business.

Adding on, using PPC advertising strategy can help you analyze your results faster and improve your strategy with immediate effect.

High conversion rates

Extending your reach is not just about getting more clicks to your website, but about getting the right customer to click. With targeted marketing, you can effectively reach out to potential customers who are looking for what you have to offer. 

Statistics reveal that PPC visitors are 50% more likely to purchase something than organic visitors because it answers their queries directly. 

 If you are looking for expert assistance in PPC advertising services for your Google Ads Campaign? Connect with our team and let’s get started!

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