PPC Management For Small Businesses: 15 Questions & Answers


    PPC Management is the topic that is the most common question asked by small business owners. Although spending up to thousands of dollars on PPC management, they are not able to cover their business needs. Many small businesses often wonder if they should outsource their PPC campaigns or manage them in-house. Most of them are not even clear about what PPC management is and how it can help them. In this blog post, we will cover the most asked questions about PPC management for small businesses.

    What is PPC Marketing For Small Businesses?

    Pay-per-click management, or PPC management, is a way to improve the visibility of your business in the search results. Businesses use this method to improve the customer experience and convert more sales. With more than 90 percent of customers searching online before purchasing, PPC management is a great way to expand your reach.

    With Keyword Ads, you can show your website on a search result page when someone looks up the keywords related to the products or services offered on your site. When potential customers see your ad in the top positions of their results, your chances of getting a click improve. Each time a user clicks on your website on the SERP, you will be charged to the advertising platform such as Google or Bing.

    PPC Campaign

    How to Create Successful PPC Campaigns?

    The success of your PPC depends on multiple factors, including the quality of your ad copy, the relevance of your keywords, and ensuring your landing page is clear and easy to use. As a campaign manager, you should be aware of your current situation and keep optimizing them by implementing some changes.

    As a small business owner, PPC campaigns are vital for growing your customer base and brand awareness. That provides a superb opportunity to reach out to potential and even local customers who are looking for businesses like yours.

    How Does PPC Work?

    Pay per click or PPC is a digital marketing model where advertisers are charged when a user clicks on their website within the real-time auction. When someone searches for a specific keyword on search engines, the search query will match with all of the appeared ads. The amount you are charged per click is determined by several factors, including bid amount and performance score. Websites with higher bids and better performance scores will show at the top of the SERP, while those with lower bids and worse performance scores will be below.

    How does Google determine which ad is shown where

    How Can PPC Help Your Business?

    PPC advertising allows companies to reach more customers in a highly targeted way. Small businesses may not have the budget for mass marketing, so it is crucial to concentrate one’s efforts on reaching people who are almost ready to make a purchase. PPC campaigns aim at people who are looking for it actively. Therefore covers all of your BOFU (bottom of the funnel).

    Does PPC Work For Small Businesses?

    PPC marketing is not just for big companies or enterprises but also for small businesses. That can be a crucial part of your strategy when it comes to your small business’s overall marketing campaign. In order to make yourself visible on search engines and help create trust in potential customers, you need to make sure that you partake in PPC marketing. However, it will be another challenge to compete with other brands offering a similar service or product because they too might be using PPC!

    After you make sure your brand is found on SERP easily, you can spend on other keywords related to your products and services but not directly linked to your brand name. There have been case studies that emphasize how conversion rate can increase when one has invested in PPC (pay per click) marketing for their small business. The only thing one needs to be mindful of is that spending on PPC must have a specific purpose and target audience so as not to scatter the efforts.

    PPC for small businesses

    Do I Need To Have a Large Budget for PPC?

    Great news, you can begin your campaign for just a small amount and still have some impressions! PPC marketing is a highly focused type of advertising that allows you to reach people interested in your product or service. If you’re a small business, you can start with a low budget and monitor how consumers respond to the keywords and ads on search engines.

    Once you’ve understood this data, it’s time to optimize your keywords and ad copy by adding negative keywords that exclude irrelevant terms and phrases. You can keep your budget small but create a huge impact!

    How to choose the right platform for PPC?

    PPC keyword marketing is ideal for companies who want a decent amount of visibility and branding. PPC can be conducted within three major search engines: Google, Bing, and Yahoo. Through this process, you have to make sure your keywords are relevant and trending so that your content shows up in relevant searches and attracts potential clients!

    The best practice is advertising all of the platforms and ensuring your visibility all over the internet. However, you can learn where your target audience uses more and bid PPC there. For instance, if you want to run a campaign in the UK, you can see the market share.

    PPC Payment

    What Are The Benefits of PPC?

    Targeting Right Audience: PPC campaigns are based mostly on the search term. In contrast to traditional marketing, an advantage of digital marketing is that you see your ads only when the audience is relevant and interested in the product or service you provide.

    Learning the User Intent: When you launch your campaign with something like broad and phrase match keywords, it’s easier to learn what kinds of queries exactly people are typing into search engines. You can then understand what people are exactly looking for and how they’re looking for it so that you can better tailor your campaign to the words that people actually want to see!

    You Decide the Budget: When the subject is finances, no one likes surprises at the end of the month. You can set your daily budget for your PPC ad campaigns or set budgetary restrictions for whole projects. Algorithms will not spend more than you have allotted, and you will know beforehand how much money you have spent. Additionally, you may change it anytime or stop it if needed.

    Not Dependent on SEO or Algorithm Changes: Search engines such as Google and Bing develop new algorithms to improve their user interface. Ranking for a specific set of keywords may be different almost every day. To protect your place on results pages, you have to do PPC campaigns.

    Bring Instant Traffic & Hot Leads: As soon as you launch your PPC campaign, you can see a significant jump in your traffic. Unlike other campaigns, PPC campaigns create instant traffic and hot leads for your product or service.

    Helps for Remarketing: People don’t buy a product the first time they see it. So, you need to continue presenting your small business until the person is fully convinced. PPC campaigns allow you to understand what is the intent of a specific user. Then you can create remarketing campaigns for each type of audience.

    Building Brand and Reputation: Creating a brand is just as challenging as hiking to the top of a mountain where there are no trees. It’s vital that you be sure that your brand is easily visible online. So, imagine not being able to find your company listed on the Google results page. How would that make you feel?

    Measure & Optimize Seamlessly: PPC campaigns have a few main KPIs you need to monitor regularly, such as CPC, CPM, and CVR. Add your target keywords and let them run. After a while, you can easily check the performances of each word and decide if you want to keep bidding or not.

    Easy to Launch: Initiating PPC campaigns is not a challenge for even the most uninitiated of marketers. In fact, it’s very much like setting up an engine to blast off in a rocket. Here are the basic steps; 1) Target your keyword phrases, 2) Set your goal, and 3) Fire that baby into space, and watch as it flies further than ever before!

    PPC Ads

    What Are The Disadvantages of PPC?

    You Need Marketing Skills & Experience: Sending a rocket to the moon is ambitious, but even more so when you have no clue what you’re doing. As a small business owner, it’s essential to have marketing skills. Else, you might want to consult with a professional marketing company like Marganics that can help you get the job done correctly in no time.

    Highly Competitive Environment: PPC environment is like a battlefield. You can’t afford to be complacent because you will have different competitors on each keyword that you target. The competition is even more fierce when you’re bidding on popular search terms with high search volume.

    Requires Learning Phase: After you launch your campaign, you need to run it for at least a certain amount of time to have real data. You should be ready to spend on the learning phase as a long-term investment.

    You MUST Invest Your Time: Managing PPC campaigns requires both; skill and time. You need to sit and analyze each keyword to optimize. If your campaign has tens of keywords, you need to do the same analysis for each. Small businesses and mid-sized companies don’t have time for that. Therefore outsourcing their marketing is a good solution.

    Campaign Might Fail: This is the ugly truth but can be true if you don’t know what you are doing. You will invest your time and money, but in return for, you will have nothing. To avoid this situation, consulting a professional is the best way.

    What is PPC Bid Management for Small Businesses?

    As a small business owner or an entrepreneur, determining how much money you can spend on PPC bid management is vital to protecting your company’s budget. If you don’t do the research and decide to manage your own campaign, it could cost your business more money than if you paid for an expert to handle it for you. Protecting your assets is what matters the most when trying to run a successful business. So, be careful about where you choose to spend your money on management services.


    Checking on the auction competition, CTR, CPC, and CPM are crucial to measure your success. If you’re seeing that you might be going in the wrong direction, just make refinements to your keyword listing, titles, or descriptions for instance. So that you get a better overview of what people are really looking for when it comes to your products.

    What are The Differences Between CPC, CPM and CPA?

    Pay-per-click, cost-per-mill, and cost-per-acquisition bidding strategies are the most common types of payouts with advertisers who rely on their ads to take initial steps in enhancing awareness of their products and services.

    First up on this list would be CPM, which stands for cost per mille. That means the advertiser pays a part of the amount every time the advertisement is viewed! Second, we have CPC, which stands for cost per click and means that you get charged each time the user clicks an ad on a page. Last but not least, there’s CPA or cost per acquisition, which is when a product requires a purchase in order to lead to payment by an advertiser.


    Is PPC The Same as Google Ads?

    PPC stands for pay per click, and it is the common name to describe all digital marketing campaigns where you pay based on clicks. On the other hand, Google Ads has different versions of digital marketing options counting PPC. Display ads, Shopping Ads are other alternative marketing options that you can manage under Google Ads. Technically, PPC is a marketing model, while Google Ad is a platform where you can handle various types of campaigns.

    How do SEO and PPC Work Together?

    Search Engine Optimization (SEO) and Pay-Per-Click (PPC) go together like peanut butter and chocolate. Most PPC campaigns are based on the search engine result pages (SERPs) you appear in and your ad copy, which is both driven by SEO. On the flip side, SEO is greatly enhanced by PPC. If you want to get more traffic to your site, you want to get it from the highest-paying sources, like PPC, and the best way to achieve that is through SEO.

    SEO vs PPC

    A factor that impacts your CPC is the quality of your performance score. Search engines index your website, such as Google and Bing, based on the content you publish or put in place to ensure it does get indexed (such as SEO). Based on the content of your page, search engines decide how much you will pay for a bid. Ultimately, by improving your SEO, you are also doing well by your PPC and vice versa.

    Do I Need to Continue PPC Management (Forever)?

    The truth is, anything worth doing takes time. Building a brand doesn’t happen overnight, and it requires continuous upkeep to make sure your reputation remains intact. It’s important to stay on top of your branding PPC campaign, but it can be challenging to find always the right ways to outrank the competition. So try growing your campaigns that aren’t necessarily directly related to your brand so that you can continue reaching new customers while keeping an eye on your competitors at the same time!


    Measuring your PPC campaigns and checking your ROI (return on investment) can give you valuable insight into the success of your online marketing strategy. Let’s say you’ve added up all of the costs related to a project, such as agency cost, and you’re still positive on ROI, then that means it should be worth keeping!

    What are PPC Management Services?

    PPC management services help businesses in optimizing their pay-per-click campaign or PPC campaign. Generally, PPC services involve improving the visibility of the website in the search engine results pages (SERPs) and the click-through rate of ads. In order to target the right people at the right time, PPC services build high-quality traffic by using search engines like Google, Bing, Yahoo, etc.

    If you’re working with a professional marketing agency, such as Marganics, you can be sure that your campaigns will be successful and produce results quickly. If the campaign were to be in the wrong hands, it could burn through a lot of money and cause irreparable damage. Most small businesses do not have adequate in-house marketing, and they outsource marketing experts when it comes down to running ad campaigns on PPC. Looking for PPC experts, contact us now!

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