If your brand is exploring the benefits of PPC for small business you likely have lots of questions. Pay Per Click advertising can be a huge step up for many small businesses who want to graduate your sales funnel to the expert level.

That being said, PPC done right requires savvy strategy, long-term planning, and healthy investment. So is your small business ready to take the plunge? Ask yourself these questions to spend your marketing budget wisely and get results.

1. Where is Your Audience?

Don’t decide where to spend your advertising budget on a whim—or because “that’s the way other businesses do it.” Only you know what works for your audience and what’s best for your bottom line. If you don’t, you need to take the time to conduct market research, survey active customers, and get a feel for where your customers spend their time online. Otherwise, you won’t be strategic in your PPC for small business targeting.

You may be surprised where PPC for small business delivers results!

For instance, if you find many of your organic sales come to you from boosted posts on Facebook, you may want to funnel ad spend into paid social media ads. However, if you’ve put plenty of time and effort into boosting organic SEO and see engagement from your Google My Business profile feed, your audience will most likely find your business via PPC ads. Know your audience and where they interact with your brand. Focus your money and efforts on connecting with your audience in those places.

2. What is Your Monthly and Yearly PPC Budget?

If you aren’t sure how much money you’d like to invest in PPC for small business, you may not be ready to pull the trigger on pay per click advertising. Determine your budget based on your industry, demographics, and location.

At Witty Kitty, we suggest businesses prepare to spend at least $1,500 per month on PPC. If that number shocks you, you may not be ready to invest in PPC. As the old saying goes, “you have to spend money to make money”. This is very true of advertising in general. If you need to take six months to save money for PPC, do it. It’s much better to be mentally and financially prepared before you begin.

What’s a normal cost per click, and how much should I spend?

If you’re in a super-saturated industry with high competition for search terms, you will have high keyword bids to contend with. That means it will be harder and more expensive to reach your audience. If your market is very niche, you’ll have a much easier and cheaper time getting leads with PPC. Generally, local companies that target a small geographic area also have an easier time.

There are many factors that change your cost per click, so if you aren’t sure how to set a budget you should secure a consultation with a reputable PPC agency. Even if you hire internally. It can, in the end, be much cheaper and more effective to hire an agency.

3. Who Will Manage Your PPC Campaigns?

Do you have an internal employee who has been trained in PPC for small business? Are you going to try to manage campaigns yourself as the founder of your business? Or will you want to hire a qualified marketing agency to ensure you get the most bang for your PPC buck?

Choosing someone to manage your PPC campaigns depends on your resources and how quickly you want to get results. PPC spend can be pretty significant, so we always recommend hiring a professional who has plenty of experience. That could be an internal employee (if you’re super lucky!), a freelancer, or a marketing agency like Witty Kitty that offers a team of PPC experts for small business. Whatever route you choose, make sure that the person/s who manages your account is familiar with your products, services, industry, and the PPC tools. They’ll need to know this to launch and maintain a profitable PPC campaign.

Where do I start with PPC?

Are you scratching your head at this question? You can always hire a professional who will explain the “why” behind your campaigns. If your PPC professional can’t explain the distribution of your ad spend or how they plan to lower your cost per acquisition or lead over time, odds are they aren’t qualified. Always ask for progress reports and clarify how much of your spend does towards ads vs. a management fee.

4. How Will You Measure PPC Campaign Success?

A qualified PPC expert should deliver a weekly summary of ad spend, cost per lead, targeting information used, and other useful metrics. They should report on testing. They should provide suggestions to optimize your conversion rate and lower the cost per click for future campaigns. Every reputable PPC expert strives to lower your cost per click. They do this by testing messaging, offers, SEO keywords, and audience targeting factors.

The first few months of any PPC campaign is all about testing. After the first few months when they have gotten to know your brand and the preferences of your audience, you should see a decrease in cost per click (CPC). At the very least, you should see a stable cost per click that is profitable for your brand when compared with how much profit you see per click.

What does “profitable” mean to you?

But how will you measure what a profitable PPC campaign means to you? It could be getting those qualified leads at a low CPC. It could mean newsletter signups or some other non-monetary factor not linked to a sale. There are many ways to think about PPC, both as a long-term sales tactic and an immediate, action-based tactic. Only you know what success means to you when it comes to PPC for small business.

Make sure you communicate your needs to your PPC professional and setting actionable, measurable goals. If you don’t see results after six months, you definitely need a new PPC campaign manager and a radical overhaul of your campaign strategy.

5. When Will You Need to See Results from Your PPC for Small Business Investment?

As we said above, it can take a few months to see your cost per click start to go down when you start a brand new PPC campaign. There is a lot of testing involved in finding the exact combination of audience targeting, messaging, offer, and other location-and-demographic-based factors that result in a low cost per click.

Still, you need to make sure you know internally when you’ll need to see results from your campaigns. And you’ll need to openly communicate that to your team of PPC experts. If you have a limited timeframe in which you want to test PPC, you’ll want to be more aggressive with your budget within that timeframe to make sure you give PPC for small business the chance it deserves to perform. If you are more comfortable making a smaller, long-term investment to slowly test results for different campaigns, that’s also a viable approach.

Always discuss this with your PPC team to make sure you’re on the same page. The last thing any PPC expert wants to happen is for you to be unsatisfied with results. Help your expert by establishing the metrics of success before you start campaigns.

Is PPC right for your small business? While PPC for small business can be intimidating and costly, it can also take your brand to the next level, bringing in double or triple the amount of sales or clients. While it can be hard to swallow a starting budget of $1,500 a month, imagine if you were seeing a $4,000 profit from that spend. Wouldn’t it be worth it?

If you have more questions about PPC, please reach out to us here at Witty Kitty! We’re happy to offer a free consultation to help you determine your ideal ad spend and chat about campaign ideas we think could work for your small business.

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