4 Strategies to Grow Your Small Business with PPC Ads

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PPC advertising remains one of the most effective ways to generate leads and drive sales.

And we’ve got the numbers to prove it.

According to industry sources, the return on ad spend (ROAS) for Google ads is 200%. That translates to earning $2 for every $1 spent. Amazing, right?

Not only do PPC ads boost ROI but also improve brand awareness. Google reports that paid search ads can raise brand awareness by as much as 80%.

However, it’s not that simple. You’ll need top-notch paid search strategies to create awareness and drive sales with PPC. If you’re new to pay-per-click advertising, fret no, as we’re here to help. In this post, we’ll share 4 strategies to grow your business with PPC ads.

1. Launch a Remarketing Campaign

Studies show that only 2% of potential customers convert on their first interaction with a website. Does that mean you’re wasting your hard-earned dollars on PPC ads? Of course not! You just need to launch a remarketing campaign to drive more sales.

So, what is a remarketing strategy?

Remarketing is an advertising strategy where you remarket your products/services to people who have interacted with your business. Research shows that people targeted by remarketing campaigns are 70% more likely to purchase from your business than a competitor’s.

But how do you set up a Google ad remarketing campaign?

Well, you’ll need Google analytics for that. Google Analytics allows you to create audiences for remarketing campaigns, where you can narrow your audience by time on page, device, etc. Once you’ve built your audience, you can set up a remarketing campaign in Google ads.

2. Update Your Keywords List Regularly

When you’ve set up your first PPC campaign, you’ll likely have several keywords to cover. Once your ads are up and running, you’ll need to monitor each keyword’s performance regularly and then remove underperforming keywords.

So, constantly monitoring the performance of your keywords is critical, which you can easily achieve with the use of robust PPC performance management software such as Shape.

You can then divert your budget for those underperforming keywords for new, optimized keywords or allocate more resources to the higher-performing ads. Make sure to add negative keywords to avoid ranking for search terms that will get you the wrong kind of visitors.

3. Advertise on Multiple Platforms

Most businesses channel their marketing budgets on Google ads, which is a smart move.

With Google ads, you have the potential to reach millions of potential customers and grow your business. However, Google ads aren’t the only advertising option available. You can reach millions of people in your target market on other platforms too.

Many affordable advertising platforms exist that can help to raise your brand awareness and increase your customer base. For example, Facebook is a great place to place your ads and reach a broad audience from any geographical location.

Google and Facebook have dominated the industry with 37.2 % and 19% of the digital marketing industry. But other platforms are gaining traction, with Instagram, YouTube, and TikTok growing by the day.

Other platforms like Quora, LinkedIn, and Amazon are also entering the PPC space, and diversifying into these channels can significantly raise your brand awareness.  

4. Use Ad Extensions

Successful marketers use ad extensions to disclose additional information about their products or services, and you can do it too.

Ad extensions are simply extra “bonuses” that you can add to liven up your ordinary AdWords text ads. When added, these extensions can let users know what your site is about, what people say about your business, as well as give them a glimpse of what they can find on your website. Here’s an example of what an ad with an ad extension looks like.

Image Credit: Karooya

The Bottom Line

PPC advertising is undoubtedly one of the leading and most effective means of driving sales and creating brand awareness. By embracing these PPC ad strategies, you’ll be one step closer to meeting your sales goals in no time.

Adam Hansen