Digital Advertising

PPC (Pay-Per-Click) advertising is a digital marketing model where businesses pay a fee each time their ad is clicked. It’s a way of buying visits to your site rather than earning them organically. Platforms like Google Ads or social media (Facebook, Instagram, etc.) display your ads to users based on keywords, audience demographics, or other targeting options. You set a budget, choose keywords, create ads, and only pay when someone interacts with your ad.

The cost of PPC depends on factors like the competitiveness of your keywords, industry, and geographic location. For Google Ads, the average cost-per-click (CPC) is between $1-$2 for the search network but can go much higher in competitive industries like law or finance. On Facebook Ads, the average CPC is $0.97. Businesses can set daily or monthly budgets to control costs.

Start with tools like Google Keyword Planner, SEMrush, or Ahrefs to find keywords that are:

• Relevant to your business.
• High-traffic (people are searching for them).
• Low-to-moderate competition (easier to rank for).
  Consider intent-driven keywords (e.g., “buy,” “near me,” “services”). Avoid overly broad terms to ensure clicks come from potential customers.

Track key performance indicators (KPIs) such as:

• Click-Through Rate (CTR): Percentage of people who clicked on your ad.
• Conversion Rate: Percentage of clicks that led to desired actions (e.g., purchases, form submissions).
• Cost Per Conversion: How much you pay for each lead or sale.
• Return on Ad Spend (ROAS): Revenue generated compared to your ad spend.

Use analytics tools like Google Analytics, Facebook Ads Manager, or your platform’s built-in dashboard.

It depends on your goals and audience:

• Google Ads: Best for targeting high-intent searches (e.g., “gutter installation near me”). Great for immediate leads and sales.
• Facebook Ads: Best for raising awareness, building brand engagement, and reaching specific demographics based on interests. It’s ideal for businesses with visually appealing products or services.

Often, a combination of both works best.

Start with a modest budget and scale as you see results. A good rule of thumb is:

• Calculate Customer Lifetime Value (CLV) and Cost Per Acquisition (CPA).
• Ensure your ROAS is profitable (typically aiming for 3:1 or better).

Regularly review campaign performance and adjust based on results.

Possible reasons include:

• Poor targeting: Keywords or audiences aren’t aligned with your ideal customers.
• Low-quality landing pages: If your site doesn’t match the ad’s promise or isn’t user-friendly, visitors may leave.
• Weak ad copy: Ads should have compelling headlines, benefits, and clear calls-to-action (CTA).
• Insufficient budget: You may not be outbidding competitors or reaching enough users.

Optimize your campaigns by testing new keywords, improving ad copy, and enhancing your landing pages.

Small businesses can start managing PPC campaigns themselves using user-friendly platforms like Google Ads or Facebook Ads. However, hiring an agency or expert can be beneficial if:

• You lack time to consistently manage and optimize campaigns.
• Your industry has a high learning curve for PPC.
• You’re not seeing results and need professional insights to refine your strategy.

Agencies often provide better ROI through advanced tools, expertise, and ongoing optimization.