How many small businesses use PPC advertising

PPC advertising: diversify your traffic and protect yourself

Are you looking for ways to grow your business faster?

Content marketing and SEO are great strategies for attracting visitors to your site. The only problem with this is that it takes these tactics a few months or even years to generate an impressive amount of traffic for the page.

There is another way that leads to success much faster.

However, it also involves some risks.

I'm talking about, of coursepaid advertising, more precisely from Pay per Click (PPC). It means that you pay every time your ad is clicked.

With paid advertising you get the chance to reach a part of your target group that was previously unreachable.

Did you know that the top 3 paid ads on the Google Search Results page get 41% of total clicks?

If you focus solely on traditional SEO, that 41% of searchers will likely never see your content, no matter how high you rank in search results.

I understand, however, that pay per click can be scary.

Advertising can get expensive, especially if you're looking for quality.

On top of that, there are a lot of false pay per click rumors that scare people more than is warranted.

Misjudgments - the scope is very thin: Most entrepreneurs and marketers try pay per click once and either lose money or just cover their costs. They conclude that there is no money to be made this way.

But there is a lot to learn about pay per click.

Once you've overcome the rookie mistakes and hurdles, you can count on solid profit margins.

To be precise, paid search advertising (the most common type of pay per click) is one of the best marketing channels when it comes to return on investment (ROI), say professional marketers.

One of the main reasons you can get such a good ROI from search advertising is because you can target keywords with high purchase intent.

Remember that every search query with a purchase intention is usually associated with a lot of advertising (e.g. “Buy a toaster” certainly has several ads).

This means that SEO only gets about 60% of the clicks for the best keywords (from a sales point of view). You are also facing tough competition and dealing with the most expensive ad placements.

This is one of the main reasons why PPC visitors are 50% more likely to buy something than those who come to the site through organic search.

So there is obviously more to pay per click.

And that's what I want to show you today.

By the end of this post, in my opinion, you will no longer be afraid of PPC. Instead, you are ready and to be excited about something To give pay per click a real chance to grow your business.

I'll go over the main concepts of pay per click with you. As soon as you understand it, all you have to do is dig a little deeper into the individual concepts and then actually try them out.

Are you ready to learn something that can make your business more profitable?

4 reasons why you should try PPPC advertising

How do you find out if PPC advertising is right for you?

If you've been looking for the results Pay per Click can deliver, this is it.

And in my experience, most businesses that are not growing as fast as hoped can benefit from a small investment in pay per click.

Reason # 1 - it's predictable:I often write about SEO and content marketing because they are very good ways to drive traffic to your website (and generate leads).

One of the biggest drawbacks to either strategy is that the results are largely out of your hands.

Maybe you're writing a post that spreads like wildfire and brings tens of thousands of visitors to your site. Or maybe you're writing a post that gets 20 views. There are some things that can be done to minimize this drift over time, but it is always there.

Furthermore, your organic traffic in the search engines can change drastically at any time. You might get overtaken on the major keyword rankings or get a sanction from Google.

Though youexpect that these traffic resources can grow, you don't know how fast and how much. And you have to be prepared for setbacks.

With Pay per Click, on the other hand, the number of your visitors is directly related to how much you invest.

If you spend more, you will get more visitors.

If you want exactly 10,000 visitors, you can get exactly 10,000 visitors.

Reason # 2 - You'll See Results Faster Than Inbound Marketing: I mentioned this briefly earlier. Even if you are a good marketer, it will take 6-12 months before you can begin to see success with inbound marketing.

With Pay per Click you can get visitors within Hours, not monthsto lure you to your website.

Reason # 3 - It's extremely easy to measure: How do you measure content marketing? By creating more content.

If you create and promote your own content, you don't have much time to do more.

You could Hire someone to help you, but then you have to worry about whether they meet your quality expectations.

In the case of pay per click, all you have to do is increase your budget (or target more keywords or audiences) if you want to get good results and increase your efforts.

Reason # 4 - More time to focus on the product: This aspect is often overlooked. A PPC campaign doesn't take much time.

You will find that it takes some time to set up, especially if you are new to PPC. But you will get much faster as soon as you feel more confident about starting and managing your campaigns.

Once you've got the campaign up and running and it's profitable, it won't take more than an hour a day to keep it going.

Therefore, you can spend the rest of your time either creating content or improving your product.

There's a lot more to it than just Adwords

If you don't have a lot of experience with pay per click, you probably equate PPC advertising with Google Adwords.

You're not completely wrong about this, because Adwords is by far the largest advertising network.

Google makes over $ 100 million a day from Adwords:

You can generate traffic in almost any niche because Google has so much traffic.

Google is also amazing at conversion as you can advertise keywords with high commercial intent.

However, Google is not your only option.

Some companies have a lot of success with Adwords, while others have a hard time making a profit. If you then try another PPC network, you are very successful.

Which is the best network for you and your company depends on your knowledge, your category, your target group, your product and many other factors. The only way to find the best network for you is to try different ones.

Stay open to different options.

Here are some of the other great networks that are relatively beginner-friendly and might be worth a try.

Bing: While Bing isn't nearly as big as Google, by normal standards, Bing / Yahoo! still huge.

The advertising network is well developed and many of the services offered are the same as Adwords.

Bing has a lower cost per click (CPC) and often converts just as well. Of course, that makes a profitable campaign easier.

WordStream recently found that almost all of their customers could get a lower CPC on Bing (about 33% cheaper).

If you have problems with the high cost of Adwords, you have a lot less competition on Bing without having to make great sacrifices.

Facebook Ads: The gigantic social media site has its own advertising platform that is relatively easy to use.

You can place ads that lead directly to your content or your landing page, or to get “likes”.

In this article, I'll assume that you want to drive traffic directly to your site.

Paid advertising on social media is not based on keywords. You can't reach people at the exact moment they want to buy a toaster. But you can look at their interests and demographic information to connect with your target audience.

When you combine content marketing with Facebook ads, you can build a strong channel thatsold.

LinkedIn Ads: LinkedIn Ads work similarly to Facebook, but users behave differently.

Since this is a more “professional” network, users mostly visit the site in connection with their work. They are looking for ways to connect with other people, hire someone, get hired themselves, or grow their businesses.

While LinkedIn isn't as big as Facebook, case studies have shown that LinkedIn is by far the best network if you have yours B2B sales want to promote.

LinkedIn Ads provide a unique way to connect with the people who are responsible for purchasing in other companies.

Adroll: Adroll is a third party PPC network that specializes in remarketing / retargeting (we'll come back to that later in this article).

Adroll gives you access to all major advertising networks on a single platform. That saves you a lot of time.

As I'll explain later, remarketing is becoming increasingly important as more and more marketers realize how useful it can be:

These are the “big” alternatives to Adwords. But there are also many smaller networks out there that are great for certain businesses.

They usually don't have the same volume of users, but the costs are usually much lower.

I would suggest starting with one of the networks mentioned above and once you are more familiar with PPC advertising you can also try out the smaller networks that you like.

The Art of PPC Advertising - Part 1: Inspire Your Inner Copywriter (Or You Lose Money)

Once you've found a network that you want to focus on, the next step is to prepare your first project.

This can vary depending on the network, but generally the structure of a PPC project consists of 3 elements:

  • Advertising -As far as the scope of your project is concerned, individual ads make up the smallest proportion. You have to create physical ads that will be shown to the user.
  • Advertising groups - To be able to tell things apart, you need to create at least one group for the product you want to sell. Within this group you test which advertising is best received.
  • Campaigns - A campaign can contain as many ad groups as you like. It includes your Pay Per Click effort for all your products. For example, you could start a campaign for Christmas and create different advertising groups for each of your products.

It's a simple hierarchy. You can compare it to folders on your computer. You have a main folder on your desktop and various sub-folders for each product (advertising groups). This folder contains the png files for each ad that you create.

Start with the settings of the campaigns and the advertising groups: When setting up a pay per click project, you always start at the top and work your way down.

Again, it depends on which network you are using, but in general there are only a few simple fields that you have to fill out. And you can usually change it later.

First, it's about your bid strategy and the budget you want to spend (usually per day). It's generally better to bid manually, but you can also try the built-in optimization setting (which should get the maximum number of clicks out of your budget).

I suggest that you start very small. Even a few dollars a day are enough to get to know the platform's special features in the beginning.

If you try different advertisements and create profitable ads, you can increase your budget.

Next up is the advanced settings that are not found on all networks.

You can set a date for the start and end of the campaign (or let it run permanently).

With Adwords you also have the option to rotate advertisements within a certain group. What you should do to split test different variations of ads. I'll explain that in a moment.

The essential elements of most advertisements: The displays usually consist of up to 4 parts.

  • Headline - The title of the content / landing page (does not have to match, but it would be an advantage)
  • Description - Why the user should click on your link
  • URL / Link - Where do you send the user when they click
  • Network-specific elements - Things like links (see picture # 4 below), likes and shares.

Some advertising networks, such as search engines, are more text-oriented, while social media PPC networks work with images (which have a better click-through rate):

Your click-through rate depends a lot on your headline and the description of your ad.

There are 2 approaches:

  • Relevance - For search results, the ad that is most relevant to the user's search query gets the best click-through rate.
  • Curiosity - On social networks, the ads that are most likely to arouse curiosity get the best click-through rate (relevance doesn't matter as users aren't looking for anything in particular).

It's not easy to make good headings and descriptions. This is why good copywriters make so much money. However, you can make progress if you practice writing strong headlines and good descriptions.

Ultimately, there are often restrictions on the space available. With Adwords, for example, you have a 25 character limit for the headline:

Always find out the character limit of the network you are using.

Money is made or lost with the aim of: Okay, I skipped a step. I know you are now thinking, "What happened to the ad groups?"

When creating advertising groups, there are 2 main components: naming and deciding who to target with the advertising.

I assume that you can think of names for your advertising groups, but targeting the target audience is a bit more difficult.

If you target the wrong people, it doesn't matter how good your advertisement is. You will not make any money.

For the search engines, you have to choose keywords to display your advertising. There are 3 main types of keywords (with some differences).

If you determine the exact keywords for which you want your advertising to appear, you will achieve the highest conversion rate.

However, you could be missing out on a few helpful keywords. Therefore, you may want to use keywords for phrases as well.

Then your advertisement will always be shown if a search query contains the keyword that you have selected.

But it can also work badly if your site is looking for "Buy cleaning agents for coffee tables"Is suggested because your keyword"Buy coffee table ” is. If your landing page sells coffee tables, it would never be profitable.

Here is a guide on how to choose good keywords for PPC advertising on search networks.

What about social networks?Since there are no keywords here, users are reached through interests and demographics.

If someone “likes” a page that has coffee tables, they may be interested in buying a new coffee table.

On the other hand, if you sell driver training manuals, it makes sense to target 15 or 16 year olds as they will soon learn to drive.

On all major social networks, it's relatively easy to choose demographic values ​​and interests:

Choosing interests isn't that difficult right to choose, however. It will take some practice to master this. Here is a demographics and interests selection guide to get you started.

The Art of PPC Advertising - Part 2: Your advertising is only half the battle

So, you have a great campaign now. And now you're done, right?

Not quite.

If you followed the first step correctly, people will now click through to the landing page you linked to your ad. And hopefully at a relatively low cost.

If you advertise on a search engine, you want to present the searcher with the ideal landing page, which is often a sales page, if you have chosen the right keywords.

For example, if you advertise with the keyword “buy a coffee machine” ...

It is obvious that the visitor wants to buy a coffee machine.Chances are he'll appreciate a wide range of choices.

In this case, the landing page is perfect because coffee makers are displayed on the sales page. Here you are very likely to turn visitors into buyers.

But as we saw earlier, social media users have no obvious buying intent.

If you sell coffee machines, you cannot go directly to the sales page here.

Instead, it's better to combine social click pay and email marketing.

Offer a lead magnet on your landing page to get to the target person's email address. Then send them high quality content to move them towards your product.

There are two potentially successful ways that you can try.

In the first variant, you use a completely normal, simple landing page. Offer a bonus to customers in your ad if they subscribe to your mailing list. This is how you should achieve high conversion rates if your landing page is good and the target group orientation is solid (30% +):

The disadvantage of this method is that a lot of people immediately log out or forget who you are.

An alternative would be to send the user one of your most popular posts. If you're using content upgrades, you may have a post that converts 10-20%, which is perfect for that case.

Since the user has already read your content, it will likely be easier for them to convert later.

You should try both methods, however, because, depending on your target audience and the type of business you run, both approaches can bear fruit.

The dream of “set and forget” is a myth

Some marketers are not afraid of PPC advertising at all.

On the contrary - they are to optimistic.

They believe that you have to design a profitable campaign and increase the budget and then make millions on it.

In reality, it is not that simple (although these results are entirely possible).

ROI always comes first: The fact is, if you don't have profitable advertising, you can't grow your business. If you spend a lot of money on advertising that has poor ROI, you will lose a lot of money quickly.

Creating a profitable ad is the hardest part. Many do not make it past this level.

All networks have a reporting dashboard that shows how much you are paying per click and possibly also per conversion.

Both search networks and social PPC networks:

To determine your ROI, you need to divide your profit (earnings per sale) by the cost of that sale.

If you make $ 10 per conversion and spend $ 5 on one conversion, you are in great shape and should invest as much as possible in this campaign.

But if a conversion costs $ 15, you can't make a profit. Your goal for your first few ads should be to break even point ($ 9.5-10.5 per conversion) and then improve (more on that soon).

If you have a profitable campaign, there is one more catch. You can only build them up to a certain maximum before you see a drop in profits. This is because there is always only a certain number of people who are looking for something specific or who have a specific area of ​​interest.

Then you have to define new keywords and interests. As soon as you deviate too much from your optimal keywords and interest groups, your conversion rate continues to decrease (because users feel less addressed).

At a certain point, the increasing number of your clicks can no longer increase your overall income. That is why you cannot replenish infinitely and make millions.

Split tests are not optional: When it comes to PPC advertising, reducing costs by just a few percentage points can make a huge difference.

Split tests create two identical advertisements in which you only change one element, e.g. the headline or description. This way you can find out if this change is affecting your results. Nothing can change either.

Split tests help you to optimize your click-through rate (CTR). Most advertising networks factor your click-through rate into the price you pay per click. It is one of the factors in the Adwords quality score.

You should not only split tests for your advertising, but also for yours Perform landing pages.

When a visitor lands on your page, you have the best chance of turning them into a customer or subscriber.

If you've never done split testing before, it will take some time to learn. But the results are worth it.

Once you know what to do, continuous split testing doesn't take up much time. If you plan well and work efficiently, you will only spend a few minutes a day doing split tests.

Every advertisement has an expiration date: Let's say you optimize an ad as best you can and your ad campaign is generating good returns. Are you cared for forever?

Unfortunately that does not work.

Over time, your pay per click campaign will become stale and your ROI will decrease.

The reason is that your competitors catch up with you (and sometimes even copy your advertising) and you therefore have an ever smaller selection of target persons. If you target the same people over and over again, your advertising will become less effective.

There is not much you can do to combat it other than proactively creating new ad campaigns when your previous ones are becoming less effective.

How you can use remarketing to make your business boom

What conversion rate did you achieve on your website?

If you've made an effort with conversion optimization, you can achieve a conversion rate of up to 10% (which is really great).

The problem is that 90% of the visitors who are interested in your product leave your site without ever buying anything.

Wouldn't it be great if you could target your advertising to precisely those 90% who already know your brand and products?

This is remarketing. You put a pixel on your website to keep track of who is visiting your page. If the visitor doesn't buy anything in the end, you can use this information to show him targeted ads on a pay per click network (Adwords, Facebook, etc ..).

And when I say purposeful, I mean it. If you have a coffee table sales page, you could use advertisements to attract visitors to your site who have not yet bought a coffee table.

Some businesses get ridiculously high ROI through remarketing. Watchfinder, for example, achieved an ROI of 1,300% in their first campaign through remarketing. This is not a typo - 1.300%.

The next time you search for flights and hotels on booking portals and then see an advertisement with hotel deals in your Facebook feed, that's exactly what happened.

Basically, you have two options. You can start a remarketing campaign on a pay per click network of your choice or run a remarketing campaign on a network like Adroll to target multiple networks at the same time.

The advantage of the second option is that not all of your visitors use Facebook. But there is a good chance that they are either using Facebook or Twitter or LinkedIn or ... You understand what I mean. Since time is an important factor, casting a wide net can be effective.

I would like to go through the basics for remarketing on Adwords and Facebook so that you can get an impression of what goes with it.

Remarketing on Adwords: Although the term may seem new and scary to inexperienced advertisers, it is actually quite simple.

In Adwords, click on “Shared Library” on the left sidebar, then select “Audiences”. Click on the blue "Set up remarketing" button and off you go:

When you click on the button, the first instruction is to install the remarketing tag (tracking pixel). Copy it and paste it into every page of your website, just like with your Google Analytics script.

Once you've done that, you can assign specific advertisements to parts of your audience (e.g. people who viewed a particular page).

Remarketing on Facebook: Facebook is one of the best platforms for remarketing because it has so many users.

Many companies achieve very good results with Facebook remarketing. A cosmetics company has increased its pay per click ROI with remarketing by a total of 2.5 times.

Facebook has a fantastic step-by-step guide to creating a remarketing campaign.

Go to your ad manager as usual. Then click on “audiences” in the left menu and create a target audience. You can target an audience based on the people who visited your page.

Paste the tracking pixel back into all pages of your website.

When that's done, you can set up a target audience. You can choose the people who have been to a specific page or the people who haven't looked at specific pages.

Once you have a target audience, you can create your advertising as normal.

A very cool feature is the ability to create a “lookalike audience”. In essence, Facebook can look at your audience and then find people who share the same interests and demographics.

In turn, Facebook can create an audience that is also interested in your products. Basically, it's an almost infinite supply of new perspectives.


I can understand why PPC advertising is scary at first. But it is not.

Using PPC advertising to drive traffic to your website is a great way to expand the sources of your traffic and protect you from the fluctuations you encounter in organic SEO or content marketing.

If you're ready and can't wait to get started with pay per click, I recommend using one Network. Familiarize yourself with this and do research to avoid common pay per click mistakes that cost money.

And finally you have to be patient.

Creating profitable advertisements is difficult. It takes time and practice, but it is well worth the effort.

If you haven't fully understood something about Pay per Click, please let me know by writing your question in a comment.