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What is PPC?

Mar 4, 2022
Laura Wheeler 10 Min read

You may hear PPC mostly referred to as Pay-per-click, Ad words, Google Ads or simply paid search, all the same thing. Basically, when you do a search in any search engine, the first few results you will see on a Google search are going to be paid ads. These pop up based on the advertisers who target those particular keywords with their paid campaigns. Whenever somebody clicks on one of those ads you pay only for that individual click, and the amount you pay changes depending on how much other advertisers are willing to bid or pay for that exact same click.

You can also create PPC ads on social media platforms like Facebook, Twitter, and LinkedIn. 

Whenever you create a PPC campaign, you determine in advance how much you’re willing to pay for each click to your site. Then, your ad will be shown if you have one of the highest bids. 

The only time you’ll pay is when the ad delivers users to your website – meaning that you won’t waste your money on people who aren’t interested in your products or services. This makes PPC great for anyone on a budget.

 

What can PPC do for my local business?

Because local businesses have the advantage of being able to target their most valuable customers by location, PPC can help attract the customers that are most likely to convert. 

Local businesses have the advantage of focusing on a smaller audience. And unless there are several other local businesses offering the same services to your community, it’s much less competitive to reach new customers.

 

Why is PPC for local business so important?

When thinking about local businesses, one of the most relevant characteristics is the uniqueness and specialization that you can bring. This is, no doubt, one of your biggest assets. 

For example, with Google Ads, you can reach a smaller, targeted group of people within your specific location. This also ensures that you’re not spending money advertising to people that live nowhere near your business.

Start your campaign by deciding what platforms you want to launch your PPC ads. There are numerous platforms to choose from and all can return great results for your local business. Here are some below –

Google Ads - allows you to place advertisements in Google search results.

Their placement is based on Ad Rank, which is the product of multiplying your website’s quality score by your bid for certain keywords. 

Your text ad will be placed in order of its Ad Rank, so you should consider all the factors that make up your quality score and consider how much you bid. 

Factors to consider with your quality score include the relevance of your keyword, how relevant your text is in your ad, and landing page quality, just to name a few.

You can also create product-specific ads through Google Ads, so they will show up in Google Shopping. When users click a product, they are taken straight to your website, where they can purchase the product in the ad.

Display Ads - get previous visitors back on your site. They allow you to serve users ads that are hyper specific to what they’ve already been looking at. 

For example, if a user has been already searched for “accounting services,” you can retarget them by showing an ad of those services they were previously looking at.

Social Media Ads - target your audience based on highly specific information like interests and career. Considering that platforms like Facebook, Twitter, and Instagram have a combined audience of billions, you have the chance to reach many potential customers.

After setting your budget, the platform will ensure that you only spend a certain portion of your budget every day, and you can also seta cap on your campaign’s overall spend.

After choosing what platforms you want to advertise on, it’s time to make sure that your content is worthy of conversions.

In order to convert customers, keep your pages up to date with accurate information about your business, and a fast load time.  

Now let the campaign do its work!

If you want to get started with your campaign, get in touch. We can discuss different marketing strategies that will work for your business and what you are looking to achieve.