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The Business Owner Guide to PPC: PART 4

Antonella Saravia

4 years ago



We’ve covered the essentials of PPC in previous posts, which brings us to some of the common pitfalls that are specific to advertisers.

A Case for Small Businesses

So, how is it that small businesses can compete with more prominent companies in PPC? Large corporations may indeed have all the resources available to flood the media with advertisements. However, small businesses have their advantages, too. 

For one, it’s easier for small business owners to reach their customers and address them directly. Smaller companies can segment campaigns by specific locations and times to give themselves the highest chance to generate a conversion/lead instead of showing the ads to everyone. This focus will display ads to those people more likely to convert. For instance, you can remove locations and specific times of days showing high competition, high CPC, and low conversions to focus on the places and times with better results. After all, that’s what everyone wants, more business at the lowest cost possible.

How to Convey a Message When Space is Limited?

Despite Google Ads’ character limits, there are ways to get around these constraints to communicate with your audience successfully.

One way to go about is to create different ad groups with 2 -3 keywords that are related to each other. Once you have created your theme related ad groups, create ads for each group that highlights its purpose. You can even write 3-4 different versions and test 4 of them at a time to find the message that fits with your audience best.

Another strategy that advertisers find helpful is leveraging ad extensions. Ad extensions are beneficial to ads because they increase the amount of ad space in the search engine result pages and allow you to add more ad text that highlights your business. They can provide more robust ads and help acquire new customers. Most automated extensions are eligible to show with all ad types, while only some will show on desktop and laptop computers.

How Can I Make Sure My Product Will Work with a PPC Campaign?

The best way to verify this is good ole fashion research. As mentioned earlier in this series, no matter the industry, PPC proves to be successful because people search for everything.

You can look deeper into this by going into Google Ads keyword planner and searching for industry-related keywords and looking into their search volumes, cost per click, etc.

Another great exercise is to check the competition. Depending on your industry and market, you may or may not have a hard time entering the PPC world. 

For instance, if you want to sell a unique type of running shoe to the market, you may feel overwhelmed by what’s out there. The techniques mentioned above will help your Google Ads.

How Do I Know What Search Engine to Advertise In?

There is basically no right answer to this question. Both Google Ads and Microsoft Advertising have their benefits and limitations depending on your industry, business type, and goals.

Our strategists always recommend exploring different strong points of both engines, Google Ads and Microsoft Advertising,  and make a decision based on that.

As we near the end of our series, we return to one of the most important takeaways. To understand and excel in PPC, you must keep learning. Below are recommendations for where you can stay informed about  the PPC world:

Once you start running your own ad campaigns, feel free to register for two of our tools: AdInsights, our free PPC audit tool, and Optimizer, our free optimization blueprint,  to continue monitoring and optimizing accounts.


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