Webeden Blog Digital Marketing Why Small Businesses Should Invest in Pay-Per-Click Advertising

Why Small Businesses Should Invest in Pay-Per-Click Advertising


Digital Marketing

Although pay-per-click (PPC) advertising has been around for years, there’s never been a better time to invest in this form of online marketing. If you are unaware of what paid search or pay-per-click (PPC) advertising is, it involves paying search engines like Google to show your website before and alongside the ‘organic’ search results (outlined in red below) and is a worthwhile endeavor for any business, small or large.

Ads in Google Search Results


This form of marketing can be very successful in increasing the number of visitors to your website. By spreading awareness online about your company and what you do, you can easily gain custom. If you haven’t considered it already, take a look at the top benefits of PPC Advertising.

  1. PPC is relevant

If you create relevant ads and manage you campaigns properly, your advertisements will only appear when potential customers are already searching for products or services similar to yours. That’s what makes this form of advertising so effective; you’re only pitching your website, products, and services to people who are already inclined to buy from you.

  1. You can target locally

You can set up your ads to target specific geographic locations. This lets you make your ad even more relevant to the potential customers you want to attract. So if you’re a small, local hairdresser, you can ensure that your ads and your money aren’t wasted on people 60 miles away.

  1. It’s versatile

You can design several different ads to promote the same thing. This can help you test and decide which advertisement is the most effective for your website and your business and you don’t have to design the perfect ad on your first attempt.

  1. It’s fast

You can launch your ads very quickly. If your ad isn’t as successful as you’d like or it doesn’t look how you want, you can edit them as often as you want until you get your optimum results. This allows you to incorporate current promotions and seasonal offers. You can launch new versions as quickly as you did the original.

  1. It’s cost-efficient

It’s an incredibly cost-efficient form of advertising. You only pay for your ad if someone actually clicks on it. So you can ensure that any money you spend is directing traffic to your website. This makes PPC marketing especially appropriate for small and medium sized businesses that maybe don’t have £100,000 advertising budgets.

  1. It’s adaptive

You can use PPC alongside other marketing channels or on its own. It’s easy to combine PPC ads with other forms of advertising. If, for example, you are already promoting your business on the radio, you can customize your PPC ad to mention this. That way when people look for you or your promotion they’ll see your ad and easily navigate to your website. However, with PPC marketing you don’t need to use any other platforms if you don’t want to; it’s up to you.

  1. PPC is popular

PPC is becoming increasingly popular and accepted amongst consumers. As the third financial quarter came to an end recently, we now have the financial and performance summaries on paid search to date. Its popularity is still growing, although at a slower rate than previous years; Google reported that the number of clicks was up 17% from the same quarter last year.  This indicates that PPC ads can be an effective way to reach target consumers, especially if this trend continues in the future.

  1. It’s easier than ever

PPC is a lot simpler than search engine optimisation (SEO). SEO includes tweaking a website’s content to include relevant keywords so that search engines consider it highly relevant and as a result, display them at the top of the organic search results, making them more visible. Another important aspect of SEO is having credible websites link to your site, therefore making you seem equally as trustworthy. If you type in ‘personal trainer,’ for example, the search will return a lot of results, but those that appear in front of their competition have secured credible backlinks and worded their content in such a way that make search engines think their website is the most appropriate for that search.

Although this can be very effective, most small businesses don’t have the resources or expertise to support such an endeavour. It takes a lot less effort, time, and money to launch a PPC ad campaign.


And if you are hesitant about investing in PPC advertisements because it seems too complicated or technical, set up is faster, easier and more accessible for small businesses with AdWords Express. Adwords Express lets you set up an entire campaign by sorting your business into a category instead of hand picking hundreds of keywords, selecting match types, and monitoring search term reports. Google even help you with the set up process if you’re having difficulties, by providing a customer service number.

There are many benefits that make PPC a good investment for any business. Try it for yourself and see what it can do for your business.