Small business owners have a tendency to underestimate the benefits of Pay Per Click (PPC), missing out on a big opportunity to quickly grow their businesses online in a controlled and profitable manner, simply because they don't think they have the budget.

One of our clients, Wellesley Exotic Pet Vets increased their customer base increased by 57% in less than three months, by developing a website with search engine optimization (SEO) and creating a Google Ads and Bing Ads (PPC) campaigns based on their services. Their internet marketing paid off for them in a massive increase of customers scheduling appointments with their clinic, in a very short period of time.

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Pay per click advertising is a great way to reach potential customers, utilizing the ad platform that is best for your business goals. Determining the appropriate ad platform for your business is important, as well as, the advertising strategy. Whether your niche is better situated for Facebook Ads, Google Ads or Twitter, there is something out there for every small business.

What Is Pay Per Click Advertising?

Paid search advertising or PPC (Pay Per Click) advertising is part of Search Engine Marketing (SEM). Along with a highly developed website that includes SEO optimization, it's just another tool in your arsenal to maximize all the benefits your small business has at its disposal for competing with competitors to reach the same customers.

As an advertiser, you only pay when someone clicks on your ad. You have complete control of budget and spending. Using PPC as part of your small business plan can deliver fast, measurable results.

#5 - PPC is cost effective
Unfortunately, the nay-sayers have done their job well. Many people believe that PPC is a waste of money. The key is to start slow, measure as you go, and increase your budget after you have proven the return on investment.

Controlling the budget is essential for Internet marketing. With Google Ads and Bing Ads, you establish a daily maximum budget. For Facebook ads, an overall campaign budget is established. It is up to you to help determine if you are receiving a good return on investment. For search engine ads, a sale can frequently be directly attributed to a website click.

#4 - PPC is the fastest digital marketing method to gain targeted visitors
SEO (Search Engine Optimization) takes time to work, and it can work in tandem with a great PPC campaign. Using Google Ads, you are able to define your target audience and deliver targeted keywords in your ads to get them shown in Google searches that your customers are initiating on their devices. The three things that will deliver good results are: the quality of products you are offering, highly converting websites and highly optimized PPC campaigns.

#3 - PPC is the easiest way to test if your product sells
By running a campaign on Google Ads and getting 1,000 targeted visits to your website, you are able to measure the results as soon as you have compiled enough data. Initial setup of a good Google Ads and Bing Ads campaign may cost you more as you determine the best structure of your ad groups, landing pages, ad content and negative keywords. If your aim is for a long-term online presence, the money you spend now optimizing your website and pay per click advertising means more revenue in your future.

#2 - PPC works well with other digital marketing channels
Your digital marketing strategy is comprised of many components, not just PPC (Pay Per Click) advertising. PPC is just an important one that works very well with your other marketing channels. You can utilize dynamic search ad campaigns to find out which keywords are a good match for your website; test the effectiveness of different keywords; get more installs for your mobile application; get more email signups; drive customers to your store or get direct calls from customers looking for products and services in your area. Using the data generated from a PPC campaign allows you to enhance your SEO and target social media audiences more effectively.

#1 - PPC generate leads immediately
When you turn on a search engine ad campaign in Google Ads or Bing Ads, you will see immediately, if you are receiving clicks and impressions. Conversion tracking and phone tracking give you even more visibility into the value of the click.

PPC (Pay Per Click) advertising can mesh well with just about any business type. It can be used to create brand awareness, sell products or services or to drive leads from Google or Social Media platforms. Even if you have good organic rankings, you can still utilize PPC for dominating the search results.

You shouldn't try experimenting with PPC unless you have the knowledge to do it correctly. If you are not sure how they work and how to maximize your budget using them, you could end up losing all of your budget, with a minimum return. If you think you may be missing out on opportunities for growth, hire an experienced Google Ads or PPC based agency to discuss your goals and budget, and get ready to grow.