Pay-per-click marketing can be incredibly powerful in a small business. This marketing strategy includes any type of online ad that you pay when someone engages with it. Pay-per-click includes Google Adwords as well as social media advertisements. When a new small business approaches Abundant Marketing and asks to run a pay-per-click campaign, we always start by setting a few expectations. 

3 distinct expectations to set before starting a pay-per-click campaign are: 

  1. Response: It takes a lot of tweaking of a pay-per-click campaign to draw the right audience at the best price. It is important to be patient. Start with a budget built for 3 months of pay-per-click marketing before expecting a response. 
  2. Cost: It is important to know the cost-per-click can vary by channel of the pay-per-click ads. For example, Instagram ads are much more cost effective than Google Adwords. 
  3. Audience: It is important to pick a channel that your target audience uses most frequently. Google Adwords and Facebook are two of the best channels if you have a large audience. Versus platforms likeInstagram and LinkedIn which have more specific audiences. 

Pay-per-click marketing can be a great tool for a small business. But it isn’t the only tool and it isn’t right for every business. It is important to consider the business goals as well as the timeline of needing new clients prior to starting a pay-per-click campaign. If you are considering pay-per-click marketing and want to know if it is a good fit for your business, set up a complimentary consultation with our team today!