You’ve probably heard all the buzz about search engine optimization (SEO) and the importance of ensuring your company is visible in organic search results. While that’s true, SEO is a long-term strategy involving continuously jockeying with other small business owners for the top organic rankings. The question is, how do you get noticed now? That’s where a PPC company can help.
Pay-per-click, or PPC, is a paid advertising strategy where you pay every time someone clicks on one of your ads. As the name suggests, PPC companies specialize in setting up and managing PPC campaigns so that you can get more bang for your buck.
There’s a common misconception that pay-per-click advertising and working with top PPC companies are only for big entities. The truth is that your small business can (and should) be using PPC advertising to fuel its growth. An experienced PPC manager can help you make the most of pay-per-click ads without breaking the bank. Here’s what you need to know.
What Is a PPC Company, and What Do They Do?
A PPC company specializes in managing online advertising campaigns. These agencies often offer scalable services adapted to your business’s unique needs. If you already have a handle on the basics of pay-per-click and just need a little help optimizing your campaigns, a PPC company can work collaboratively with your team to drive better results.
Want to outsource every aspect of pay-per-click campaign management? PPC companies can handle that as well. Full-service PPC agencies take care of everything from creating ad copy to setting campaign goals and monitoring your results. Their goal is to achieve a high conversion rate and promote the long-term growth of your business through strategic advertising.
What to Look for in PPC Marketing Partners
There are lots of PPC marketing agencies out there. The goal is to find a company that can deliver meaningful results. Here are some things to look for in a PPC company:
- Scalable services that fit within your budget
- Experience working with businesses in your industry
- Additional services, such as SEO and social media marketing
You may also want to seek out a company registered as a Google Premier Partner. Companies awarded this distinction have met a specific set of Google requirements and are recognized as top business growth partners.
How PPC Agencies Help Small Businesses Thrive
Working with a PPC company can help your business:
Achieve High-Intent Audience Targeting
Imagine reaching potential customers right when they start looking for the types of products or services you offer. PPC advertising allows you to do just that. An experienced pay-per-click partner can help you identify the specific keywords related to your business so your ads appear in front of users with a strong purchase intent.
High-intent audience targeting helps cut down on PPC waste. If your ads consistently appear in front of people who are already ready to buy, there is a lower chance of accidental or low-intent clicks. In turn, you can improve your return on ad spend (ROAS) and make the most of your marketing budget.
Immediately Boost Its Visibility
There are more than 33 million small businesses in the United States.1 With all that competition, you need a way to stand out. PPC services can help you do just that.
Unlike organic search strategies that can take weeks or months to yield results, PPC campaigns can provide immediate visibility. Once you launch your campaign, your ads appear at the top of search engine results pages. Your business will be directly in front of potential customers.
This instant exposure can earn customers now while you wait for your SEO strategy to put your business at the top of Google results pages.
Manage Ad Spend and Stay on Budget
Pay-per-click advertising offers tight control over your budget and helps cut down on waste by only billing you for ad placements when customers click on them. However, it’s still possible to burn through your advertising budget by overpaying for low-performance keywords or targeting overly competitive phrases.
A PPC company can provide even better control over your budget by setting daily or monthly spending limits. They will identify a realistic budget based on your marketing goals and help you scale your advertising efforts up or down. This flexibility makes PPC even more cost-effective while increasing your odds of achieving meaningful results.
Optimize Landing Pages
What’s the purpose of a pay-per-click campaign? While you want your audience to click on your ads, that’s only half the battle. What they see after they click on your ad will greatly impact your conversion rates and long-term business growth. That’s why creating dynamic, engaging landing pages for each PPC campaign is vital.
A full-service PPC agency will assist with creating ad copy and visuals for your landing pages. The goal is to hook users the moment the page loads so that you have a chance to deliver your message and win them over.
Landing pages must be tailored to each campaign’s goal. For example, a landing page to collect contact information from mid-funnel prospects should use direct call-to-actions without becoming pushy.
Test and Improve Its PPC Ads
PPC companies also assist with A/B testing and other campaign evaluation processes. A/B testing allows you to compare two different ads, landing pages, or other marketing assets to determine which one resonates with your audience.
During each round of testing, the marketing agency manipulates a single variable to identify what change influenced content performance. They repeat these tests several times until they have optimized your content.
A/B testing can be time-consuming and tedious, especially if you are relatively new to the world of PPC advertising. However, experienced PPC companies perform these types of tests all the time. As such, they are efficient at setting up A/B tests, analyzing results, and making improvements to increase the impact of your campaigns.
Understand What Works and What Doesn’t
The biggest benefit of bringing in an expert PPC company is that they can gauge what works and what doesn’t. Every marketing campaign, including those that use paid ads, involves some level of trial and error. However, working with a PPC company helps minimize the learning curve and conserves your marketing budget until you identify what type of content resonates with your target audience.
Once your PPC partner has developed a winning strategy, they can scale up your PPC campaign to earn new customers for your business. Before you know it, you’ll be on the fast track to business growth.
Book a Consultation With Full Circle SEM
Ready to explore the potential of pay-per-click advertising? Full Circle SEM offers personalized PPC services for small businesses and understands what it takes to maximize your online visibility. Our agency also provides SEO, social media marketing, and web optimization services to help you build a complete online presence. Contact Full Circle SEM to schedule a consultation with our marketing experts.
Sources:
[1] https://advocacy.sba.gov/2023/03/07/frequently-asked-questions-about-small-business-2023/
