The Power of PPC Advertising: Why SMEs Need PPC

Small businesses face incredible challenges when they have to market their products and services. Because they have tight budgets and fewer resources, they often struggle to compete with larger companies in traditional advertising channels. But the emergence of digital marketing has given them the opportunity to use PPC advertising (pay-per click advertising) to connect with their intended audience and expand their businesses more efficiently.

What’s PPC?

Pay-Per-Click, commonly abbreviated as PPC, is a form of online advertising where the business pays a fee each time a viewer clicks on one of their ads. The cost for each click is determined through auctions managed by the advertising platform, and various platforms offer different degrees of bid control. PPC advertising provides smaller businesses with a cost-effective means to broaden their reach and connect with a larger audience at an affordable rate.

Which Are The Best PPC Channels To Advertise On?

PPC relates to any platform that allows businesses to promote their ads on a pay-per-click basis. Google Ads and, all the other social media channels, offer PPC advertising. Here below you will find a list of the most used channels, however PPC channels are not all created equal, in terms of core target audiences, therefore the perfect mix for your business will depend on your business sector.

• Google Ads (Display, YouTube, Search ads)

• Microsoft / Bing ads

• Meta ads (Instagram & Facebook)

• Pinterest ads

• LinkedIn ads

• Reddit Ads

• TikTok Ads

The 6 Main Benefits of PPC Advertising for SMEs:

1. Visibility

PPC advertising makes your business instantly visible to your target customer-base. Unlike traditional advertising channels like TV or print media, PPC ads are displayed immediately when a user googles your product or service. This means that you can start seeing results from your PPC campaigns soon after they are launched and optimised, giving you a quick boost in visibility and traffic.

2. Measurable Results

With PPC advertising, you can immediately measure your results, and consequently track the success of your campaigns. Every platform allows you to see how many clicks your ads received, and how many users were converted into customers. This type of data, if recorded for a few months, allows you to fine-tune your campaigns and plan your advertising spend overtime, knowing what converts and what your audience truly wants.

3. Targeting

One of the most crucial advantages of PPC advertising, is the level of targeting provided for your ads. You can precisely choose who sees your ads, according to demographic and geographic factors. This allows you to put your ads in front of your ideal customer base and avoid wasting your advertising budget on demographics and locations that are unlikely to generate conversions.

4. Cost-Effective

Pay-per-click advertising is a cost-effective way to connect with your desired audience. Unlike traditional advertising channels, such as TV or Print advertising, that require a considerable investment upfront, PPC advertising allows you to set a daily budget, and you are charged only when someone clicks on your ad. This grants you the ability to manage your advertising expenses while optimizing your ROI.

5. Flexibility

PPC provides a high level of flexibility. On most PPC channels you can create campaigns fairly quickly, and swiftly change and optimise them based on real-time data. This enables every business to quickly respond to shifts in your market or changes in your customers’ behaviour.

6. Competitive Advantage

Pay-per-click definitely gives SMEs a competitive advantage, allowing them to go head-to-head with larger companies in the digital advertising sphere. Through precise audience targeting and the strategic fine-tuning of their campaigns to achieve optimal ROI, small businesses can secure leads and sales at a lower cost than their larger counterparts.

Final Thoughts

PPC is a core element of any digital marketing strategy for small businesses. It is a truly cost-effective way to reach potential customers, while competing with larger companies, and tracking digital marketing results in real time.

If you are a small business owner looking to increase your website traffic and reach more customers quickly, PPC is undoubtedly a good option. Contact us today to learn more about how we can help you achieve your digital marketing goals. Alternatively, if you are already running some PPC, but you are unsure of your campaigns set-up, book our FREE PPC AUDIT.