Many businesses have trouble figuring out how best to use PPC (pay-per-click) in their online marketing. There are several different tips and tricks with varying results, and advertisers also have to figure out when to use PPC and when to turn to SEO for their ad campaigns. Here are some simple ways to make your pay-per-click advertising work for you.


Firstly, while you may also incorporate Search Engine Optimization into your marketing, PPC may be a better fit for your company, depending on what it sells. If your business pertains to customers who are looking for a particular product or service, but just don’t know where to get it- then pay-per-click may be the most effective. This will help if you sell specialty items, for instance, that can direct clients to you with specific searches. And if you are currently relying solely on SEO for your advertising, try taking some of your most successful keywords and turning them in PPC ads.


Another important thing to focus on in pay-per-click ads is the idea of keeping things small and local, rather than trying to cover everything in one ad campaign. With small businesses, you’ll likely have a limited budget for your advertising. So focus only on your best-selling and most marketable products, directing customers to these searches, rather than several ineffective searches at once. Find the services and items you offer that generate the most profit, as well as the most online traffic and conversions.

You can also keep your campaign local by creating ad groups for specific regions, and then creating specific keywords within that region.  Keeping your company locally relevant can be very beneficial. For instance, specifying just how close your business is to the people looking for it in your ad will tell them just how accessible and local you are. You can do this by including zip codes, local destinations, or even how many minutes away you are in your ad description. Again, this specifically helps those who know what they’re in search of, but not exactly where they should go to get it.

Get Social

Also consider turning some of your PPC skills into ads on social media platforms, mobile apps, and etc. The way that you appeal to and connect with local customers will be just as useful in social ad campaigns. Those who use social media often enjoy discovering and joining the community of local businesses. By drawing attention to the products and services you provide on social platforms, you’ll gain even more attention and loyalty.


Of course, these are just some of the ways that you can use pay-per-click advertising to your advantage. For larger businesses, there are other approaches you may take, or you may choose to rely more heavily on SEO. But regardless, PPC is a useful and effective marketing tool, when you know how to use it to your benefit. You can be particularly successful by appealing to local customers, focusing your budget on revenue and profit, and translating your skills to other platforms.