How Does PPC Work for Small Business

PPCIf you are aware of pay per click or cost per click, you know what Google AdWords are. Traffic from pay per click (PPC) is the most genuine and easy to track. Users are most open to AdWords when they contain the correct keywords and the search engine optimization works rightly. A high performance pay per click campaign, always bears maximum results. The conversion rate for such campaigns is high and there are also options for low cost per click. According to Wikipedia, PPC is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as "the amount spent to get an advertisement clicked".

PPC is the most used means of drawing traffic. SEO is definitely one way, but those adverts which flash with every search result, work wonders for your website and help grab the attention of your customers.

How Does PPC Work?

You drop in an ad on the pages that attract maximum attention. It is a very important aspect of online marketing. That small section you see on the right hand side of your screen after you search for something, also a similar one right below the search bar – those are the results of Google AdWords. Pay per click is a part of it. Whoever clicks on that link is then redirected to the particular website and the website owner pays for that click. So basically you pay not for advertising with Google, but when your advertisement with Google works. Pay per Click (PPC) is the way to go about internet marketing. It is used mainly by the three major search engines, Google, Yahoo and Bing.

What is PPC Campaign All About?

When you allow AdWords, those who can see your ad can simply click on it and be redirected to your website. Want to play it smart? Use pay per click campaign. By using this, you can control who visits your website. With PPC, there are different packages and plans where you can invest and make money on. Your targets should be:

  • Directing quality traffic
  • High conversion rate
  • Generating maximum revenue

Sounds achievable right? There are some very important aspects of PPC which help you achieve these levels:

  • Quality of content
  • Evaluating PPC campaign plans
  • Monitoring your traffic and the quality of your traffic

If you can manage these 3 points, you can achieve your hits.

Who to Trust with PPC?

There are many companies that offer PPC campaigning. Google, of course, leads the list. Apart from that, there are others such as Enhance (ah-ha), Overture, FindWhat, Kanoodle, ePilot, LookSmart, Search123, and eSpotting. All these companies provide the packages. The only disadvantage is that they charge you every time there’s a click on your advertisement. Therefore it is better to determine which plan to go with depending upon your Google PageRank. You can surely outsource your SEO management, but you need to consider carefully what you pay for.

PPC could be a lot cheaper than what you pay for other SEO agencies for back linking. That is one reason why it works well for small scale businesses.

PPC and Small Business

How you can work PPC with small business is what we are going to see now. There are certain features that become very important with respect to PPC. If you don’t follow those, your PPC is not going to work that well.


You need to keep track of where you are advertising yourself. Along with what, you also need to check where you are promoting yourself. This is because if you are not promoting yourself at the right place, you are definitely not targeting the right audience. This will result in no conversions at all.

Targeting Audience

Continuing from the previous point, targeting the right audience is important. If you have your radar on the correct people, you don’t need to position your adverts at multiple places. Those places would be an added advantage as maximum work will be done by just that one single position where all your audience lies.


It is very important to use the right keywords for your advertisement to appear on Google’s search result page. Just like it is important to be shared with the right audience. When a user looks for something, he is sometimes sure of what he is looking for and on other occasions relies on the search results.

PPC is not affected by any algorithm changes and hence the keywords related to PPC won’t be affected either.

Testing Your PPC

All that you have been applying and trying needs to be tested in some way. Before you launch anything, you need to know how it will look like to your audience. Testing your landing pages with the PPC link will redirect to testing your website design and load time, testing how the turnout is once the link has been launched. All these things need to be scrutinized.

Advantages of Using PPC

  • Quick results – as soon as you have an account set up, your ads start playing. Within no time they also get placed on the first page of Google.
  • Timely – if you are looking for a specific time for your promotion such as during sales and seasonal discounts, PPC is the best solution to your problem.
  • PPC is unaffected by any algorithm updates.
  • Presence – your brand takes up more space on the SERPs (appearing in both paid and organic results), which gives you greater authority in the eyes of the search engines and those searching.
  • Control – as the content is yours, you gain more control on everything starting from the images used on your landing pages where the results are directed to.

Disadvantages of Promoting and Using PPC

  • Time to learn – it takes time to learn the ins and outs of a PPC campaign, and you may find that you need training in the area along with hands-on practice.
  • PPC is indeed cost efficient, but you need to watch your budget and keep track of the entire amount you are investing. If you lose track of it, you may lose money.
  • Targeting the correct audience – if your audience doesn’t fit neatly into a search category, it can be quite challenging to target the right people using keywords.

PPC could be one of the most effective ways to go about online marketing. You just need to understand the ways in which you can best use it to your benefit.