PPC stands for pay-per-click, and it represents a tried and true advertisement and digital marketing method that has served larger businesses well for decades. However, small businesses can, and should, take advantage of a model for paid search management and PPC methodologies for several reasons. 

Here is more about what PPC is, how it works, why small businesses should use it, and how they can leverage paid search management to do so. Sounds like a lot to take in, but it’s all quite simple.

The Basics of PPC Advertising

At a basic level, PPC involves paying for clicks and placements in popular search engines and on relevant websites that participate in a search engine’s ad network. You may have noticed those ad links at the top of Google search results or in high visibility areas on popular websites. Those ads don’t just appear there on their own. Businesses pay for the clicks those advertisements generate. 

A business can bid on a relevant keyword, and depending on that bid, have their advertisement show up when someone searches for that keyword. If you pay attention, you’ll notice large billionaire dollar corporations also use this marketing method. PPC can help to level the playing field between your small business and those giants. 

In this way, a business can purchase traffic rather than wait for organic leads. Know that PPC advertising isn’t a substitute for organic results. In a fully fleshed marketing campaign, you should strive to balance all the tools at hand to connect with your buyer persona, generate traffic, nurture leads, and drive sales. 


How Small Businesses Can Take Advantage of PPC

PPC advertising does a lot more than it appears to on the surface. For a small business, PPC paid search engine marketing can do a lot to help a company grow. Here are just a few of the advantages that make PPC ideal for small businesses.

Find Your Ideal Targets Quickly

By its very nature, PPC seeks to find ideal targets for you quickly. Using PPC management tools combined with analytics, you can see what types of individuals click your ads and which visitors are converted into leads. 

For example, you may seek to target people in a specific county of your state only to find most of the clicks come from a particular town. This information can help you finetune your marketing efforts and drill down to why you’re appealing to that specific group. 

From there, you can make changes to your keyword selections and targeting choices. You can specifically target those you now know are open to the solutions offered by your business.

Increase the Reach of Your Brand

Brand reach and brand awareness are incredibly important. Having eyes on the name of your business helps cement your service in the minds of people. Even if someone doesn’t click your ad, the placement of it will serve as a billboard for you. 

Even better, your ad will show among other relevant results. This placement means people will associate your brand with whatever keyword or search term they used.

PPC offers many more benefits without a considerable investment required to take advantage of them. However, paid search management requires great attention to detail. 

Just like with any marketing method in your funnel, you need to implement a PPC strategy and make sure you stay on top of it. To that end, you may want to work with a PPC agency which specializes in providing a professional PPC management solution so your resources can focus on other aspects of your business.

Getting Started with PPC and PPC Management Services

PPC is just one aspect of an overall digital marketing strategy. Digital marketing can level the playing field with larger companies when executed properly. It’s the knowledge of how to leverage digital marketing with PPC, content marketing, social media, and marketing automation that can help a small business shine. 

Many small businesses have budgetary concerns that can limit them from competing with big business in traditional advertising such as TV, radio, and print. However, with keyword research, paid search, and a digital marketing plan, it’s possible to achieve a lot with a little. 

Using Paid Search Management Solutions

For these reasons, paid search management and digital marketing agencies like Touchline Marketing exist. With digital marketing professionals practically working as your very own marketing and advertising team, you can start to edge out the competition and grow your business quickly.

While digital marketing and PPC can require a lot of expertise and consideration, it’s still true that something is better than nothing. In a modern business environment, your business does need a viable digital marketing plan and tools. Many small business owners and executives don’t know what to do with digital marketing but realize they need to do something. These folks can get started right away with the Better Than Nothing Digital Marketing Starter Program

The Better Than Nothing Digital Marketing Starter Program gets a business started with the core digital marketing components every company needs. From there, you can layer on additional options to the plan as the company becomes more mature with its digital marketing presence. It’s up to you. 

If you’re not using PPC or paid search management services, then your business is probably missing out on leads going to your competition.  Contact us today for a free market analysis to see if your company is a good fit for PPC.


Touchline Marketing specializes in helping busy owners & executives at small & medium-sized companies establish a professional digital marketing presence that educates future clients on the value of their services. Owners and executives partner with Touchline so they can spend less time on marketing and more time on business strategy without the typical investment involved with staffing and training an internal digital marketing department.  Get started with the “Better Than Nothing” Digital Marketing Program.