How Does Pay Per Click Work?

Google pay per click is a powerful web marketing tool to get more traffic to your website and to increase your sales. Pay per click ads can make your phone ring, give directions to your business, entice people to fill out lead forms, and much more. How to use PPC ads the right way to give your business an edge depends on understanding how it works.

No matter if you are using Google, Bing, Facebook, Twitter, or LinkedIn PPC ads, they all have the same basic setup and function. It all starts with the concept of your online ad campaign, meaning what you want to advertise and its target audience(s). This will determine the type of competition your ad will face. The more competition, the more you will have to pay the platform to compete for either the top ad spot or just the chance to be shown to your ad campaign’s target audience. This cost is usually cost per click or cost per impression. Cost per click means you pay when the user clicks on your ad while cost per impression means you pay for when the ad is viewed a certain amount of times. Such as paying a certain amount for every 1,000 views of your ad.

Now there are clever ways to reduce the cost of your advertising campaigns. That is where an online ad expert can build your campaigns the right way using the right PPC strategies. If you choose to try this yourself, just be mindful of your ad spend and make sure you are getting the results you want from your ads. The good news is these campaigns can be turned off anytime with no fees.

So you have your product/service and target audience you want to advertise to using PPC, now you can decide what is the best platform to use to reach your audience. You have to research who uses each online platform and the kind of ad campaigns you can run on them. For instance, if you have a B2B service then LinkedIn ads would be wonderful for your ad campaign because of the user demographic. Now you can research the ad options on LinkedIn. Video ads less than 30 seconds work great on LinkedIn. Why?

Videos are not as common as other media on LinkedIn, people prefer to view information, and just like other sponsored content you can target videos directly to the audience you want such as decision makers in the industries you serve. The most important piece besides choosing the right demographic to show your ad to is to create the media as enticing as it is concise. No matter if it is video or just a text ad, the overall message needs to be clear and without any marketing fluff. You are not just competing against other businesses for the ad spot, but also for the target user’s attention.

The architecture of a PPC campaign is typically like this: text ads consist of a campaign broken into one or more ad groups, each ad group has their own specific ads and keywords. A campaign is like a book and the ad groups are its chapters. For instance the text ad campaign for a local mechanic shop has three ad groups: one about engine repair, one about suspension repair, and one about exhaust repair. Each ad group has its own unique ads with keywords. The keywords terms that users type into the platform, such as Google, to search for those car services. Campaigns broken down this way means better ad targeting and higher conversions. Especially when you send ad traffic to specific web pages designed for each car service. You typically pay per click with text campaigns.

Multimedia ads can be take many forms depending on the platform. For instance, Facebook allows single photo ads with text, gallery ads with text, video ads and more, especially since you can also advertise through Facebook on Instagram. Depending on the platform such as Google you can break down image and video ads like text ads with ad groups. On platforms like LinkedIn you don’t use ad groups, but a single campaign can have multiple ads. You can pay per click or per view depending on what that platform allows.

Understanding your target audience all the way to their habits will lead to strong online ad performances since you can control so many different targeting factors. It is easy to go into the pay per click campaign’s settings to change the ad schedule, ad location, audience demographics, budget, and more. If you know your business typically gets phone calls or foot traffic Mondays through Wednesdays from 9am to 2pm then you can set your ads to only show then. As the campaign runs, you will receive data on how the target audience(s) interacted with the ads. You want to continue to make ad campaign adjustments around that data to increase your success.

Please ask us anything about PPC ads. At Leads Bringer, we are always happy to help.

3 Cost Effective Marketing Ideas for Small Businesses

Marketing Ideas for Small Business

Being a small business owner, you want to make sure your time and money are spent on the right marketing strategies. It isn’t enough to get more leads, it is crucial your business gets sales. How often have you spent time and money on small business marketing to only come up short on the results? You don’t have to tell us in the comment section. Our digital marketing agency has helped many smb businesses like yours to know that it is all too common.

The good news is we learn from our mistakes. You are reading this article after all.  You are here to turn your small business marketing campaigns into cost-effective client generators. Let’s get to it then.

1) Infographics, 30 Second Videos, and Hashtags

We could just say enhance your social media marketing for your small business, but that is way too vague. The details are always best. You must be mindful that most people are not on social media to read wordy articles and watch lengthy videos. They want their content to be concise without sacrificing being entertaining.

This is where creativity comes in to play. Infographics are an easy place to start since this format forces you to be concise and to use mostly pictures to communicate. If you really want your infographic to be engaging to your target user, you need to find out what they are searching for online. Just head over to Google search and put on your client hat. Type search queries into the Google search bar without pressing Enter so Google can give you search query recommendations. These are topics people are searching for in Google. Use it to learn what topics you should cover when creating your content.

how to make an infographic
Venngage is great if you don’t have graphic design experience


You can use your research for all content types. While cat videos are cute, it is better to provide your target client with what they want to know in a short and engaging package. So just make sure the cat video is about a topic your target audience actually want to know more about.

When shooting videos, it needs to be short. Even less than 20 seconds if it can effectively communicate the message. The longer the video the harder it is to keep people engaged, so if you have a lot to say then the video’s presentation needs to be great. Otherwise, you will just be wasting your time making long videos that can’t keep its viewers past 10 seconds, which is most content on YouTube.

Even when you do all the work to make the most amazing content, it still needs to be shown to the right audience. This is where hashtags come into play. Hashtags organize content on social media channels and make it easier to find among users. Login into your social media accounts and search for industry related content. You will find hashtags relevant to your business on these posts. Now just don’t use any of them. Look at the content with the most engagement. Now write down the hashtags that you want to use and make sure they are relevant to your own content.

2) Google, Facebook, LinkedIn PPC Ads

You have to spend money to make money. But you don’t have to waste money. Online advertising for small businesses can be very cost-effective when the right research is done on your target audience. You want to know who they are, where they hang out online, and their search behaviors. Why? So you can have amazing targeting for your ads.

Facebook ad targeting
Facebook audience targeting is effective


Aim first and then fire. PPC ads, also known as pay per click ads, can be targeted by multiple criteria such as age, income, occupation, location, gender, and search behavior. You can also decide how much you want to spend to prevent overspending on poor performing campaigns.

Another great thing about PPC ads for small businesses is the performance data. This beautiful data is a money saver and the best way to improve your PPC ads’ performances. How? First, always analyze the data at least every three days. You want to look for patterns in engagement to learn what ads needs to be paused and reworked. The last thing you want to do is wait after you hit your monthly spend to then look back at the data. You can avoid so many mistakes and improve on increasing your on-site conversion traffic by making changes to your ad campaigns as soon as the data warrants you to do so.

LinkedIn is the most expensive, while Facebook is the least. If you are a B2B business, then LinkedIn is worth the ad spend. Its ability to target decision makers is great. Why deal with the traditional gatekeepers when you don’t have to? Facebook works well for B2C businesses. Google, since it has the largest audience, works well for B2B and B2C businesses. You just need to be really mindful about your targeting when using Google since the audience pool is an ocean.

3)  Landing Pages or a Website

It isn’t enough to just have a Facebook page or LinkedIn page for your business. Hopefully you didn’t throw away your client hat. Put that bad boy back on and just think about how you search for products and services. How often do you give your business to companies that do not have a website? If they do have a website and it looks horrible, we know you don’t stick around. We have the data that shows that nobody does. Even when the site looks great, but performs horribly, such as bad page load speeds and confusing page navigation, people leave within seconds.

So you need small business website design that provides a good looking site that performs wonderfully. If you can’t get a site at the moment, you can start small by building a landing page. If you go with the landing page route, we recommend you keep the content laser focused on just one service or product. Why? Welp, this will make your digital marketing perform much better.

A landing page that matches the marketing messages in its ad campaigns will lead to good conversion rates. Meanwhile when you try to juggle different products and services on one landing page you will have a harder time keeping your user engaged and not confusing them. Boredom and confusion will lead to high bounce rates, meaning people will leave your page without performing an action. Also, Google will increase your ad cost if it is tied to a landing page that doesn’t perform well with users. Just keep the content simple.

A website is the best tool for enhancing your brand credibility, capturing leads, and converting leads into customers. However, it takes expertise to build a website that will actually help your business grow. If you have any questions about small business web design, just reach out to us. We are always happy to help.

Tips for Steller Small Business PPC Management

Creating an efficient Google AdWords pay per click campaign for your small business is challenging. You want to make sure you get the most leads you can while spending as little as possible. When you prefer leads over brand awareness as your online advertising goal the Google AdWords pay per click campaign you build needs to attract users with an intent to buy or give their personal information online.

This means you need to be build an online advertising campaign for your small business that targets the right audience. Broad match keywords will match users to your ads with Google search queries that are variations or related topics of the keywords you bid on. What this means is broad match keywords allow you to caste a wide net for web traffic by loosening the match criteria for user search queries to your chosen keywords. This is great when your campaign goal is brand awareness, meaning you want to expose your brand to a wide audience in a short amount of time. However, broad match keywords do not perform well with matching users with serious intention to buy or provide their personal information online. You need to tighten the matching criteria of your keywords to user search queries to find users further along the buying cycle.

The key to getting your keywords to match with the audience you want is to understand what your audience is searching for when they want to buy or convert online. Overall, this is about tightening your small business PPC campaign reach to focus on a specific online user. Online research to find the right keywords must be done, but match type is just as important. After all, you may be trying to attract users who are looking for football gear, but because you are using broad match type, you are getting users who are looking for soccer gear.

So let’s say you decide to be a little more specific in your match type to attract the right audience. You’ve heard of broad match modifiers as being the next step to improving your keyword targeting. You know when you add a plus (+) in front of football such as +football gear, now you will attract only users who searched football while gear will match with any search query Google finds to be relevant to the term. The issue that remains is you are still too generic in your ad targeting.

Phrase match works well when finding the right audience without being to specific where it drastically decreases how often your ad shows. When you place “” around a keyword such as “fishing poles” your small business online ads will show to only users whose search queries contain the term fishing poles. So terms can go before and after the phrase. Cheap fishing poles or fishing poles near me will show your ads to these users. You can see why phrase match is more effective in getting your ads in front of users with the right search intent to buy or convert online.

When you really want to narrow down who your ad shows to you can use exact match. This is where you place parenthesis around your keywords such as [best car dealerships] to only show your ads to users whose search queries exactly match your keywords. This can be very effective to getting the right audience and containing ad cost. However, the more specific you make your match type the more you will reduce your ad reach. It is crucial before you decide to use phrase or exact match type to perform proper keyword research to find what search queries your target audience are making to perform online purchases or conversions.

We provide a free online performance analysis. Part of the analysis is creating keyword recommendations for online ad campaigns to attract the leads you want without wasting ad spend on unwanted web visitors. We provide amazing PPC management for small businesses. You can contact us for more details.