If you’re new to advertising, paid search advertising also known as pay-per-click or PPC might seem a bit overwhelming at first. But it’s actually a very straightforward and effective way to drive traffic to your website and boost sales. Let’s break down how you can leverage PPC to help your business grow.
What is Paid Search Advertising?
In simple terms, paid search advertising lets you pay to have your business appear directly in search results when people search for something online. You only pay when someone clicks on your ad, so it’s a great way to get in front of customers who are already looking for products or services like yours.
Here’s how you can start using PPC effectively:
1. Choose the Right Keywords
The first step is to figure out the words people use when searching for your type of product or service—these are your keywords. If you’re a florist, someone might search “best flower delivery,” so you’d want your ad to show up when people search for phrases like that.
Tools like Google Keyword Planner help you find the most relevant keywords for your business. Some keywords are more expensive because they’re competitive, but there are often cheaper, more specific ones (called long-tail keywords) that can work even better. For example, “affordable wedding flowers” might be a better choice than just “flowers.”
2. Create Engaging Ad Copy
Your ad needs to catch someone’s attention and make them want to click. Keep your message simple but impactful. Focus on what you offer and why it’s valuable. For example:
“Need fresh flowers? Order now and get same-day delivery!”
Make sure to include a call-to-action (like “Order Today” or “Get a Free Quote”) to guide people to take the next step.
3. Target the Right Audience
PPC platforms like Google Ads allow you to target specific audiences so you’re reaching the people most likely to be interested in your business. You can target by location, interests, age, and more. For example, if you run a local service, you can make sure your ads are only seen by people in your city. You can also use retargeting, which shows ads to people who have visited your website before but didn’t make a purchase.
This way, you’re maximising your budget by focusing on the people who are most likely to convert.
4. Direct Users to the Right Landing Page
When someone clicks your ad, make sure they’re directed to a page that’s relevant to what they were searching for. If your ad says, “Order flowers now,” don’t send them to your homepage—send them to a page where they can easily browse and order flowers.
A well-designed landing page that’s easy to navigate and matches the promise of your ad will help increase your conversions.
5. Track and Adjust Your Campaigns
One of the best things about PPC is that it gives you instant feedback. You can see how many people are clicking on your ad, how much you’re paying per click, and how many of those clicks turn into sales or leads.
Regularly check your campaign’s performance and make adjustments but remember to allow time for the algorithm to optimise for these changes. If one keyword isn’t working, try another. If your ad isn’t getting clicks, tweak the wording. With A/B testing, you can compare different versions of an ad to see which one works best.
6. Focus on Results
While clicks are important, your main goal is to turn those clicks into actions—whether that’s a sale, a sign-up, or another valuable interaction. Tracking your return on investment (ROI) is key. You want to make sure that what you’re spending on ads is bringing in more revenue than it’s costing you.
Why Work with an Advertising Agency?
While you can set up and run PPC campaigns on your own, working with a Google and/or Microsoft Accredited ad agency like IMS Advertising Agency can take the guesswork out of the process. An experienced agency can help you choose the right keywords, write effective ads, and constantly optimise your campaigns for better results.
With their expertise, IMS Advertising Agency can manage the technical aspects of PPC, allowing you to focus on running your business. They’ll also help ensure that you’re getting the best possible return on your advertising spend.
By partnering with an agency, you can save time, avoid common mistakes, and ensure your advertising budget is used efficiently to grow your business.
