You have an idea, carried out your research and maybe even found financing. You’re ready to start a business – but how do you get people to your website or business?
Pay per click ads (PPC) are one of the most effective ways to grow your new business. Unlike brand building, content marketing, and social media, PPC ads can drive traffic today. You don’t have to wait weeks or months for your efforts to pay off.
Even if you have years of business experience and a deep knowledge of marketing, PPC ads need to be treated differently for a new business. Below, you’ll learn more about why PPC ads are the way to go for your business and find tips on how to get the most out of them.
Why should you start a business with PPC ads?
PPC ads can be a great way to start a business as they allow you to reach your specific target market through keywords and audiences.
With PPC ads, you create an ad and only pay when someone clicks on it. The ad should do something to grab the audience’s attention and get them to click.
This type of ad is intended for new businesses for a number of reasons, not the least of which is to get paid. You don’t have to wait to get to the top of search engine results organically. They will automatically appear at the top of the list.
Some other reasons are:
Only reach your target audience
PPC ads are very targeted. When creating a PPC ad, you can enter a variety of details about who should see the ad. The ad will then be shown to people who match that description. For example, you can target people based on their location, age, income, preferences, marital status, and even based on their shows.
While platform requirements vary, PPC ads allow you to set a budget limit in advance. You know the absolute maximum you will spend on an advertising campaign at the start, and then you can track the success of your PPC ad and make changes for future ones.
This also makes scaling easier. When you’re ready for more traffic, just increase your budget.
Because PPC ads are based on every click or interaction with the ad, you can keep track of how people are reacting. If an ad isn’t getting the responses you want – even though you remember that Rome wasn’t made in a day – you can change the way the ad looks and see if it works better.
Being able to directly track the ROI of your ads makes it easier for you to pan when things are not going well – or when they are spending more money.
How is PPC advertising campaigns for business start-ups different from PPC advertising campaigns for existing businesses?
Existing businesses have name recognition that works in their favor while new businesses don’t. So your PPC ads need to work a little differently. While both types include keyword research and audiences, your research and focus on both factors needs to be more intense.
Keywords and PPC Ads for New Businesses
You need to use brand and product specific keywords in your PPC ads. Companies that have been around for a long time already know which keywords drive their traffic. As a new business owner, you have to dig a lot more.
Start with a keyword research tool. Look for words related to your brand, determine which combinations are driving the most traffic for other brands, and tailor them to suit your needs.
Once you’ve chosen your keywords make sure they are on your copy so potential customers know exactly what you are selling, why they should choose you, and call them to action.
Here is an example. When we search for tomato seeds we get a selection of ads from different sellers:
Those that stand out show the tomato seed keywords as well as related keywords like heirloom and organic. Unless a user has searched for a specific brand, they will likely be drawn to your keywords rather than your brand name.
Target Audiences and PPC Ads for New Businesses
Your target audience is whoever you want to see your ads for. You can define them by location, age, gender, income, and more. Again, the point is to be as specific as possible and through intensive research to find out who you want to buy for your product.
Your prospects are more than just data, however. They like certain things. When you start your first campaign, the best thing to do is figure out the types of ads they are most likely to click and create ads that match those details. You also need to figure out where they are most likely to click on it. Are you on Google or on social media?
When on social media, use strong visuals to help you stand out. As a bonus, social media PPC ads often allow you to make slightly more copies than search engine PPC ads. To get their attention, use your image and content to show that your new business is meeting the needs of your audience.
Take TapRm. When you see this ad, which is specially designed for those who live in NYC, you will immediately know what they are about. The various selling points, e.g. B. Same-day delivery can entice you to click and learn more.
5 tips for starting a business with a PPC advertising campaign
Are you ready to dive into PPC ads to start your business? Here are some steps you can take.
1. Really focus
One way to ensure that you’re getting the most out of your PPC ads is to pinpoint who you’re targeting and what they’re doing right now. Don’t let opportunities across the board distract you.
Focus on the market your business is best suited for and limit your reach to the most qualified buyers. These early days are the time to make a splash with your potentially most loyal customers who will fall in love with your company.
2. Decide where you want your target audience to go
Your audience probably found you because they were looking for a solution to a specific problem. So avoid the temptation to send them to your homepage.
Instead, think carefully about where to go when they click your ad. It could be a product page, login page, or landing page that was created just for this campaign. Since customers are likely new to your website, you want to keep the conversion journey short and straightforward.
3. Start small
You can create a variety of PPC Ads as you start a business, focus on different aspects of your business, and appear in different areas online. But keep it simple these early days. Pick one of the platforms your target audience is likely to be on, either social media or search engines, and focus on solving your customers’ specific problems.
By keeping things this focused at first, you can find out what types of ads people click to find your website, and whether or not they convert. Later on, you can use this information to expand your types of PPC ads.
4. Analyze the data
After starting your PPC campaign, keep an eye on the performance of your ads. Fortunately, most paid platforms track this data automatically, so it’s relatively easy to see how many people are seeing the ads and how many clicks.
Do people see the ads but not click? Maybe you’re not talking to your customers’ needs.
Are people clicking but not converting? Maybe you’re sending them to a site that doesn’t solve their problem right away.
Keep watching the ads, find out when and how people are converting, and change tactics accordingly.
5. Build on what works
As you continue with your PPC efforts, build campaigns with campaign strategies that have worked in the past and improve them every time. If you first had a copy-only ad, you can use that copy to create, for example, a PPC ad with a photo or video.
Measure the success of your PPC campaign in starting a business
By looking at your PPC campaign metrics, you’ll get the feedback you need so you can create paid ads that actually convert.
Some of the metrics to look out for include:
These are how many people see your ads. Knowing how many people are seeing the ad will tell you whether your audience is too broad or too narrow, especially when compared to the number of clickers.
The click-through rates show you how well your ad design and copy are performing. If people click through, you’ve made a good first step.
As soon as you notice those click-throughs, you need to pay attention to the conversion. Do people buy, sign up or do other promotions? If not, find out why and change it accordingly.
If your ads are on social media, look for interactions like likes or shares. For your new business, these metrics may not be about conversions, but rather some growth in brand awareness.
When starting a business, you have to try things that don’t work. Don’t be afraid to scrap an idea and start over. PPC ads success takes trial and error until you connect to your ideal target market with a message they reply to.
You launched your big idea. As a difficult startup, what’s next?
It’s time to get out there and do some publicity. PPC ads can help you narrow your focus, provide valuable feedback on how customers are responding to your new business, and help you understand how to meet their needs.
What Kind of PPC Ads will you be using for your next business?
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