One question that comes up more often than not when talking about online advertising is: are PPC ads really going to benefit my small business? First of all, PPC ads like Google AdWords, aren’t a one size fits all solution. There are many factors you should consider before investing a decent amount of your advertising budget in online ads.
What are your reasons for using PPC ads?
Before you even start to consider using PPC ads you need to ask yourself – what is my end goal? What do I want to achieve from creating and publishing these ads? If this goal is measurable like, you want more sales on your website, more enquiries or more traffic than go for it. However, if you’re looking for ways for customers to become brand advocates, then this isn’t the way to go.
Will PPC ads be able to reach your target audience?
Once you’ve thought about your goal, you need to think about where your audience are. Depending on your business, not all target audiences are going to be attainable on PPC platforms. For example, if you run a online boutique you’d probably capture more shoppers by advertising on Google’s shop network – not their search network. Likewise if you’re a business consultant, you’d probably reach more potential clients on Google’s search network than their shopping one. If you don’t think you’re business will fit into any of these networks, it’s probably best to start thinking about some other advertising opportunities.
Are you thinking about CTAs and your sales funnel?
Similarly to your reasons and goals, you need to think about CTAs (call-to-actions) and your sales funnel. What is going to make potential customers buy from your website or get in touch with you? You have to coerce them into taking these action through your PPC ads. If you’re using a display ad, include a button that says “shop now” or “enquire now”. If you’re using a search ad, include your SMEs phone number in the ad copy. There are many things you can do – however if you don’t highlight CTAs then unfortunately your venture into PPC ads will be a waste of time.
Do your PPC ads have a positive return on investment?
The bottom line with all advertising is – do you have a positive return on investment? Basically after you calculate how much money you made from advertising minus the cost of advertising were you making money? If the answer is no, then you probably need to rethink your strategy.
As you’ve read – there is no clear answer whether or not PPC ads can be beneficial to your SME. But now you’ve considered a few of the most vital points around PPC campaigns, will you give them a chance? However, of course, remember that these are just general tips and that how you should utilise and market your business is very dependent on what industry you are in as well as your target audience.
As always, if you need any further assistance with any website or online marketing projects then please don’t hesitate to contact us right here on our website. Until then, happy marketing!