Why Your Small Business Needs to Adopt PPC Advertising

As a registered Google Partner, a large part of what we do is use Google’s AdWords services to secure optimum positions for our clients, both big and small, on the search engine. As a pay-per-click service, Google AdWords offers an unparalleled level of refinement and audience definition, and can gain your brand the maximum level of exposure for your budget, if you know how to make effective use of it.

1. Location, location, location

With over 1 billion users performing nearly 12 billion searches every month, Google is universally known as the world’s largest search engine, and is therefore the best place to start launching a new brand, or continue to expand an existing one. For the right price, a well set-up, professionally maintained Google AdWords account can secure you prime position at the top of the search engine, creating valuable exposure for your business to the people who are actively searching for your services.

AdWords ads appear at the top and to the right of natural search listings, and are triggered whenever a keyword relevant to your business is entered. If, for example, you owned a florist in Didsbury, then we would incorporate terms like ‘buy flowers Didsbury’ and related variations into your AdWords campaign. Thus, when people searched for these terms, your business would be one of the first they had access to.  Studies have shown that occupying one of the top three positions is likely to generate the most ROI, but placing anywhere on the first page is still ultimately profitable.

2. Key Engagement

All forms of advertising can generate exposure, and most will generate a level of traffic, but only AdWords allows you to specifically target audience demographics that are actively looking for you. Seeing as your ads are triggered by specific search terms or combinations thereof, they automatically only show to people who have already displayed an interest in what you have to offer. As opposed to other forms of advertising, such as TV or Out-of-Home, your ads don’t waste money generating irrelevant impressions, instead they give you access to a smaller group of people who are more likely to convert. To return to the florist analogy, to enter in a search term such as ‘buy flowers Didsbury’ a consumer must be further along in the overall cycle of conversion, and thus more likely to make a purchase with your business.

You can also target your ads by geographical location, so as to further root out any irrelevant, non-profitable traffic. Google uses the searcher’s IP address to determine where in the world they are, before deciding which adverts are relevant to what they’re looking for. This means that if someone in London, for example, was to enter ‘buy flowers’, the florist in Didsbury wouldn’t come up because it’s highly unlikely they’d travel that far for that service. AdWords accounts operate on a radius basis, so you can secure the highly important local business that keeps your company alive and expanding.

3. Budgetary Constraints

AdWords services are defined as pay-per-click or PPC adverts, simply meaning that you only pay when someone clicks on your ad. This makes it the ideal tool for small businesses who have limited marketing budgets to work with. Every time someone makes a search, Google runs an auction for the top positions on their results pages; you decide both the maximum amount you’re willing to spend for a single click, and how much you’re prepared to invest on a daily basis. This means that you’re only paying for the most relevant traffic, rather than investing a lot of money to get more irrelevant impressions. Unlike a lengthy SEO campaign, AdWords accounts offer clients an immediate presence, and can also be adapted to incorporate special offers or new stock, making them a particularly effective tool for goods or ecommerce businesses.

As an organisation, Google heavily prioritises their users’ experience, which is why they’ve incorporated the quality score into their PPC advertising services. The quality score is a measure of how relevant and accurate an advert is, and as such determines how useful it is to their users. To use an example, if an advert for ‘Florist Didsbury’ actually took the user to a page about holidays in France, it wouldn’t make for a relevant, helpful user experience. For businesses, the inclusion of the quality score means that their click charges will fall if their PPC ads are honest, transparent and helpful, ultimately saving them budget that can be reinvested elsewhere.

At CCM, we’ve achieved accredited Google Partner status through a combination of our reputation for client satisfaction as well as thorough examination in Google and its practices. We work alongside representatives from Google, which means we understand what it wants, and how to get the best out of its services, knowledge that our clients come to benefit from. We run a range of pay-per-click advertising accounts with vastly differing budgets, so contact our team today to begin making your mark on the digital world.

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