13 PPC tips for small businesses on a budget

Pay-per-click ROI is crucial for medium and small enterprises spending minimally. Small businesses may boost their internet visibility with pay-per-click (PPC) advertising. PPC in advertising is ideal for small businesses looking to maximize their advertising spend.

Pay-per-click advertising only costs when your ad is clicked, unlike traditional advertising. The problem with this marketing method is that you can never be sure whether the user has seen your ad. However, you will need to learn its ins and outs to keep costs down while using the PPC model.

A digital agency can help you achieve your goals. Before hiring a digital agency, evaluate your options and stay within your budget.

This post will teach you how to optimize PPC in advertising on a budget so you can focus on growing your company instead of testing it.

What’s PPC Advertising?

PPC advertising is an internet promotion in which the marketer forks up cash each time a potential customer clicks on the ad. Marketers may bid for valuable land depending on the competition to establish this pricing.

Depending on the PPC network, this may range from a few pennies to many pounds per click. Google Ads, the largest Pay Per Click network, shows and searches hundreds of millions of ads daily. Google is the best option if you want to reach people who are actively looking for what you provide.

Marketers may pick several sites to enhance ROI. Targeting choices will help them display their ads. To appreciate the network’s full potential, small firms may try it out for as low as $100 per month.

The Top Pay-Per-Click Methods for Small Businesses

Once you realize PPC’s potential for small businesses, it’s time to try some techniques. Many firms utilize many popular marketing methods, just like any other media. These are some methods to maximize your monthly PPC spending.

1. Begin With Just Your Essential Items or Services

Don’t try to promote all of your wares in your initial PPC effort; instead, zero in on just a few of your top sellers.

Answering the following questions may help you choose where to begin:

  • Which goods and services have the most demand?
  • What kinds of goods and services result in the highest ROI?
  • What kinds of goods and services generate the most revenue per unit?

One of your products or services should appeal to clients and provide a high return on investment. So, if that’s the case, you may begin there. If not, create a profitable product or service bundle.

Avoid promoting all your company’s goods and services to save marketing expenditures.

2. Establish the Account’s Stage

To avoid distraction, accurately estimate the account’s size and breadth with less money. Get a daily spending plan in place first. If the monthly budget is $2,000, then the daily budget for the whole account would be $66.66.

The daily budget of $66 must be split across all campaigns, limiting the number of campaigns. Google Ads and other channels may need a bigger daily budget for optimum results. However, the total for the month should stay within the product (Daily x 30).

Themed Campaigns and Close-Knit Ad Groupings

Quality Score is an integral part of pay-per-click advertising campaigns. Every keyword in your account is assigned a Quality Score by Google that indicates how relevant each one is.

A higher Quality Score (QS) means that your ad will be shown higher in search results and will cost less to display. Organizing campaigns, ad groups, and keywords may boost Quality Scores.

Keywords, ads, and landing sites in related campaigns and ad groups will help improve the quality score.

4. Prioritize Targets

Marketers often have more than one objective per account. One can only run so many campaigns and accomplish so much with so little money.

The following are some examples of shared aims:

  • Brand awareness.
  • Consideration of product and brand.
  • Leads.
  • Sales.
  • Repeat orders.
  • Geotargeting

When maximizing a small marketing budget, geotargeting is more crucial than ever.

Prioritizing objectives is the best approach to maximizing your budget. Which locations (states, cities, ZIP codes, etc.) should you prioritize?

Finding a happy medium between high relevance and low cost is essential. “Negative” locations may prohibit adverts from being displayed to customers who aren’t interested.

5. Discover Ad Networks and Online Advertising Sites

Marketers should concentrate on the three main sponsored advertising channels in Google AdWords.

The Search Network utilizes Google’s SERPs to display basic text adverts. In Google’s Display Network, advertising is distributed via the Display Network. Usually, these are still images, but they may also be text adverts or even moving banners.

Finally, Google.com’s Shopping tab and search results will show Ecommerce advertisers’ products.

6. Mobile Bidding Management

Customers that use your site from their cell phones might be a goldmine for your company. Conversely, mobile visitors to your site may need to convert better. You may change your bid for mobile impressions in your campaign’s Settings > Devices tab.

If smartphone customers are not converting, decreasing your mobile offer may save money for PC and tablet searches. If you want mobile traffic, boost your mobile bid adjustment.

7. Concentrate on Long-Tail Keywords

High-traffic keywords might have a hefty cost per click. Find unique, long keywords to compete on a budget.

Google’s autocomplete, statistics, and keyword planners may help you uncover lucrative long-tail keywords.

8. Controlling High-Traffic Keywords

Keywords with a high volume and a lot of competition might leave a severe hole in your finances. If the term has a large volume and a high cost, you can separate it into its campaign and use an exact match. You can keep a closer eye on the money spent on this section now.

Think about setting a maximum bid. You may settle for a lower ad rank and a cheaper CPC, depending on your objectives.

9. Call Only

Small businesses may also need help with landing page construction and A/B testing. If your business relies on phone calls, consider a call-only campaign.

10. Keep Your Ads Basic

Beginning text message marketers should stick to simple, straightforward strategies.

Include ad group-specific keywords in your ad copy. Ad relevance and Quality Score may be increased by using related keywords inside the same ad group.

As you create your ads, keep the following in mind:

  • Limit of 25 characters for headlines – Can you explain what it is that you are trying to sell?
  • Limit of 35 characters for Line 1 of Description- Please explain how you stack up against the competition.
  • Line 2 of your description (maximum 35 characters) should tell searchers what to do after clicking your item. It is also known as a Call-to-Action.

Ads for your product adhering to this template will be brief and effective.

11. Install Ad-Ons

There are specific ad extensions that you can use on Google that won’t cost you any more money. Most marketers report higher clickthrough rates and conversion when using extensions. They also boost search engine results page ads.

Search Network marketing’s Ad extensions section has them. Some popular ad extensions that most businesses may benefit from are as follows:

  • Sitelinks – spread the word about four more of your site’s internal links.
  • Call extensions – Put your contact info right in the ad copy.
  • Location extensions – add a physical address to your ads by linking to your Google My Business profile.

12. Make Judgments Based on Data

With conversion monitoring, you can base future marketing strategies on actual results.

However, relying on your instincts or intuition is only sometimes wise. Use conversion statistics to enhance marketing performance.

Your account uses data to calculate keyword pricing, ad copy language, and campaign budgets. Your company’s success depends on data collection and analysis.

13. Avoid the “Set It and Forget It” Trap

Newbie marketers often create a campaign and then ignore it for a month.

To maintain a successful account, it must be constantly analyzed and improved. You should allocate at least 30 minutes per week to reviewing your efforts. Over time, you may save a significant amount of money by making little tweaks to your campaigns.

Look at a reliable PPC solution for small businesses if you need more workforce to keep tabs on your campaigns. Your goal is to make paid search marketing management affordable for all businesses.

Frequently asked questions

1. How Much Do PPC Ads Cost?

Spending on ads or “ad spend” refers to the amount of money allotted for use on a particular advertising network. It’s the yearly or monthly maximum you are prepared to pay on advertising networks. Companies often use ad spend as shorthand for their monthly advertising spending.

Take a hypothetical $5000 monthly advertising budget and run it through some numbers:

  • Average monthly advertising budget: $5,000
  • Ad spend on Facebook: $800
  • Spending on Google Ads: $2500
  • Ad spend on Instagram: $800
  • Microsoft Advertising spends $900 on ads

PPC in advertising lets you customize your ad budget to your brand and audience. It also allows you to split your cash across many networks or entirely to Google Ads.

2. Will People Click on PPC Ads Online?

The answer is yes! Over 45% of all clicks on a website go to ads that display in search results. Ad clickers are twice as likely to buy as non-clickers.

PPC in advertising may boost income by putting you in front of buyers. It also typically yields a $2 ROI for every $1 spent. The price jumps to $8 if you use Google Ads to promote your business.

People respond to internet advertisements in more ways than just clicking on them.

3. Is PPC Effective for a Small Business?

Why is pay-per-click (PPC) advertising so crucial for local businesses? Do small firms benefit as well, and how exactly does it work?

The correct responses are “quickly,” “yes,” “plentifully,” and “all of the above.”

Pay-per-click marketing lets small businesses advertise and get leads rapidly. Google-authorized ads for a company’s website start garnering hits and visitors (typically taking a few hours).

It takes much more time to design and create the final ads using these means than print, TV, or radio. On the other hand, PPC ads may attract targeted visitors within hours of approval.

Small businesses love PPC’s versatility. Digital ads can be updated or shut off when phone numbers, locations, or merchandise change. For instance, upgrading obsolete posters and banners would cost more than conventional advertising.

Pay-per-click advertising’s most significant benefit is targeting. PPC networks like Google enable you to target audiences by area, age, device type, and keywords. You may target the most likely clients with all the targeting options. How else can you advertise in such a way?


Regarding PPC or SEO, which is better, know that pay-per-click increases your consumer base. On the other hand, SEO promotes your company’s online profile.

Even accounts with a small budget may provide positive results if handled correctly. With any luck, you have got plenty of inspiration for your low-cost PPC in advertising.

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