PPC, or pay-per-click, is a form of digital marketing that involves buying visits to your site. This is achieved in the form of small fees paid each time your ad is clicked.
For example, if a publisher works with your business by allowing your ads on their site, you’ll pay them a fee every time someone clicks your ad and is brought to your page. These PPC ads can be found on blogs, search engines, social media sites, etc. to attract consumers to a business’s website.
PPC management is a great way for businesses to drive traffic and gain customers. If you’re interested in utilizing this tactic for your brand, look no further. Here’s a basic overview of what you need to know about PPC management.
What is PPC management, anyway?
PPC management can be a full-time job, and it is for many. That’s why many small businesses opt to hire an expert or team of experts to take care of PPC tasks.
PPC management requires taking charge of the following:
- Targeting the right audience
- Identifying the best channels
- Researching appropriate keywords
- Analyzing competitors
- Launching campaigns
- Optimizing strategies
Many small businesses lack the resources to hire a PPC manager. Instead, they might choose to outsource the work to a team of experts who can handle the research, setup, tracking and overall management of the campaign.
The best PPC networks for small businesses
There are many PPC management services small businesses can utilize. A few of our favorites include:
- Google Ads: Google Ads is perfect for local businesses trying to cultivate awareness around their brand. Using this network, you can ensure your business shows up when consumers search for related businesses on Google Search and Maps. Google Ads is also great for small businesses who provide niche services. When someone searches for a business that offers the same products/services you offer, you’ll be listed as an option.
- Microsoft Advertising: Microsoft Advertising allows you to connect with customers in your area and coordinate social media campaigns. Using this network, you can also import other campaigns into Microsoft Advertising.
- Display networks: Using display networks places your display ads on various sites across the internet, such as YouTube, Gmail and more. These networks typically benefit e-commerce brands with large audiences.
- Facebook Ads: While Facebook might be known as the social media platform that connects old friends and family members, it can be used for business as well. Facebook Ads offer DIY-ads that let you choose your objective, select your audience, decide where to run your ad (e.g. Facebook, Instagram, Messenger, Audience Network or all), set your budget and pick a format. Once your Facebook Ad is up and running, you can also measure its performance and make any adjustments accordingly.
- LinkedIn Marketing Solutions (or LinkedIn Advertising): Best for B2B businesses, LinkedIn Advertising helps you create efficient ads in minutes that target your specific audience. These ads will be sent across devices, from desktop to mobile, and can even be delivered directly to LinkedIn inboxes. You can also control your spending with flexible pricing options, like starting with a small budget or stopping your ads whenever needed.
7 PPC Management Tips for Successful Campaigns
If you want to launch a successful PPC management campaign, follow these tips:
1. Research your audience (and know which platforms they use)
Before you invest in PPC advertising, you’ll want to better understand your target market. No matter how strong your PPC campaign might be otherwise, if you are targeting the wrong consumers, you won’t drive the results you want.
Rather than forcing your business on specific consumers, let your audience define itself organically. Turn to your data to understand purchasing trends, then create your PPC management campaign based on those results.
2. Set realistic goals
It’s great to be dream big and be motivated, but reaching too high too soon will only set you up for failure. Instead, set small, realistic goals. Some examples include:
- Creating brand awareness
- Generating leads
- Increasing sales
Building a solid foundation is key to ensuring your campaign doesn’t burn out too soon or fall flat. Once you achieve these stepping stones, you can aspire to those larger goals.
3. Know the right metrics
Before running your PPC campaign, you’ll want to review the right data and metrics to measure the health of your business. According to Jeffalytics, you can do so through these numbers:
- Customer Lifetime Value (LTV), or the revenue generated by one given customer during the duration of the business relationship.
- Average Deal Size, or the average income you earn from customers for each closed deal/sale.
- Return on Ad Spend (ROAS), or the profit generated per dollar amount spent.
- Product Margins, or the amount earned from a particular product, above its manufacturing costs.
4. Set aside a realistic budget
Similar to setting goals, you’ll want to set a realistic PPC budget, ensuring you don’t overspend or underspend. The metrics mentioned above will help you determine a budget that works best for your business. Keep in mind, however, that you might need to sacrifice more of your budget in the beginning of your campaign to drive future results.
5. Test and optimize frequently
According to Jeffalytics, “The most consistently successful PPC advertisers test every component of their advertisements.” You won’t know what works off-the-bat; to better understand what will drive real results for your business, you’ll need to get granular.
6. Adjust your sales funnel
Based on your findings from step five, you’ll want to adjust your sales funnel to generate better results. Some ways to optimize, offered by Jefflaytics, include:
- Refining your keywords’ list
- Reviewing query reports for more keywords
- Incorporating negative keywords and long tail keywords
- Using ad testing to determine best-performing ads
- Making landing page relevant to top-performing ads
7. Check in regularly
PPC management is an ongoing process that you’ll want to keep up with regularly. Continuously redefine your goals, revisit your budget, review your metrics, test your ads, and optimize, optimize, optimize!
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