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The Importance of PPC Management for Small Businesses

By Sarah Wain
on 4/1/19

PPC (Pay Per Click) management is an essential channel for online success within a business and is certainly something you should consider as part of your marketing campaign.

But why is PPC management so beneficial to small businesses? We’ve put together a list of the most important advantages to including it in your marketing strategy 

PPC is cost-effective

When managed correctly, PPC can offer a higher ROI than other types of online marketing. But the key is doing it properly, as if you’re not careful with your spend, you risk draining your budget without getting the results you hoped for.

PPC marketing is cost effective if you:

Start with a small campaign

When you begin your PPC campaign, start small and use the results (conversions, clicks, website visits and impressions) to determine whether or not you should increase what you spend.


Keep increasing your budget if it’s profitable to do so

The optimisation period might take a couple of months, so in the beginning it’s perfectly normal to run non-profitable campaigns. But in the long-run, it’s important that you only increase your budget if your campaigns are bringing in profit.

Use profit-generating keywords

One of the major financial benefits of PPC management is that you can control your budget and spend it on keywords that are profitable.

After a few weeks of running a campaign, you should see that certain keywords are performing better than others. This is valuable to you, as you can use your learnings to make adjustments to your targets and bids to give more preference to the more profitable areas.

keywordsAnalyse what your competitors are doing

When setting up a PPC campaign, one of your first steps should be to check out what your competitors are doing. You can do this using tools such as SEMrush, which gives you plenty of information about your competition, such as how much they spend, which keywords they rank for and what sort of copy they’re using in their ads. 

It allows you to use re-marketing techniques

Retargeting is one of the most effective techniques for increasing conversions. Put simply, retargeting is when you create campaigns that target users who have already been on your website, but haven’t bought anything from you.  

For example, if you’re a fashion retailer and a user is looking for gold high heels, they might shop around before deciding on which website to buy their shoes from. You can use retargeting to help increase conversions on your site.

Retargeting can be done by applying a piece of code to Google AdWords, which identifies those who have visited your website without making a purchase through the use of cookies. The technique can also be applied on social media sites such as Facebook and Instagram.

You can connect with your target audience quickly

An online business simply won’t work if you don’t get the right traffic to your site. Targeted traffic will lead you to more potential sales, so you need to make sure your PPC campaigns are directed towards the perfect audience for your brand and products.

Though SEO is a very effective way to gain targeted traffic, it takes time to see the desired results. That’s why it’s beneficial to use PPC as part of your strategy, as it allows you to target your desired audience almost straight away, rather than waiting weeks or even months to see results. 

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You can use it to boost brand recognition

If you’re a small business using keywords related to your industry, people searching for those keywords will see your ads. Though your keywords might be general and not necessarily generate a lot of conversions, they will still boost brand awareness regardless, establishing your business as an authority within the industry.

If you don’t have a strong online presence yet, PPC can help you get noticed quickly.

PPC works well with other channels

As with most digital marketing channels, PPC is an important component for your marketing strategy, but it works best in conjunction with other digital elements.

For example, you can use PPC to test how effective various keywords are, so you know what to use in your SEO content. You can also use it get more email subscriptions and enrich your email marketing strategy, or use dynamic search ad campaigns to find out which keywords are the best match for your site.

Unsure where to start when it comes to building successful PPC campaigns? Don’t fret; that’s what we’re here for! Give us a call to find out how we can help today.