PPC & Paid Advertising: Getting Results Without Wasting Budget

PPC (Pay-per-click) advertising enables small businesses to have a chance to show up at the top of Google search pages almost instantly. Although SEO takes time to build visibility, with the right setup, PPC can start generating leads immediately.

PPC advertising can be highly cost effective, or poorly done, it will burn your budget quickly with little return. If done properly, it will be one of the easiest and most controllable the marketing channels small business owners have.

How PPC Works

Google Ads, the most popular PPC service, works by having you place a bid to get your advertisement shown to people searching for particular keywords. You will only incur a cost if someone clicks on your advertisement. The position of your ad is determined by your bid as well as your quality score (this score is affected by the relevancy of your ad and the landing page).

The Importance of Strategic Setup

Many small businesses attempt to run Google Ads for the first time and are disappointed, as their campaigns are disorganised. Selecting the right keywords, writing good ad text, targeting the right areas, and sending people to a relevant, well-structured landing page can turn a money losing campaign into one that is profitable.

What You Will Find in This Section

Small business owners are the target audience for our PPC guides. They are intended for those who wish to learn how they can successfully utilise paid advertising without a large marketing team, or enormous budget.

You will learn how to create a practical PPC budget and how to utilise Google Ads targeting to pinpoint the ideal audience for your business.