If you’re a small business owner wanting to drive traffic to your website but don’t have the budget for an agency, DIY PPC (Pay-Per-Click) advertising can be a great solution. With a bit of guidance and practice, you can run effective PPC campaigns on a budget and gain valuable insights into what’s working for your business. Let’s break down the essentials to get you started.
1. Understand the Basics of PPC
PPC advertising is a model where advertisers pay a fee each time someone clicks on their ad. These ads can appear on search engines like Google or platforms like Facebook, Instagram, and LinkedIn. For a small business, PPC can provide a great return on investment because you only pay for actual clicks (interested users) instead of paying a flat fee for visibility.
Key Terms to Know:
- Keywords: The words and phrases your customers are searching for. Selecting the right keywords ensures your ads are seen by the right people.
- Impressions: How often your ad is shown to potential customers.
- Click-Through Rate (CTR): The percentage of people who see your ad and click on it.
- Conversion Rate: The percentage of people who click your ad and then take a specific action, like making a purchase or signing up for a newsletter.
2. Choose Your Platform
The two most popular PPC platforms are Google Ads and Meta Ads (Facebook and Instagram). Each has its strengths, and your choice depends on your business and target audience.
- Google Ads is ideal if you want to reach people actively searching for your products or services. It’s based on keywords, which helps capture intent, making it great for driving sales or leads.
- Meta Ads (Facebook and Instagram) allows you to target users based on demographics, interests, and behaviors. It’s particularly useful for businesses that want to build brand awareness or reach a broad audience.
For beginners, it might be best to start with one platform and expand to others as you get more comfortable.
3. Set a Clear Budget
PPC can be affordable if you set a clear budget and stick to it. Start small—think $5-10 per day—and see how your ads perform before increasing your investment.
Tips for Budgeting:
- Daily Budgets vs. Total Campaign Budgets: Google Ads and Meta Ads let you set either daily or total campaign budgets. For beginners, a daily budget can be helpful to control spend.
- Bid Strategy: You’ll need to decide how much you’re willing to pay per click. Many platforms offer automated bidding, which can be helpful for DIY advertisers who are just starting out.
4. Do Basic Keyword Research
For Google Ads, keyword selection is key. Start by brainstorming a few keywords that are directly related to your business, products, or services. You can use free tools like Google Keyword Planner or AnswerThePublic to discover variations and find the keywords your customers are searching for.
Tips:
- Focus on Long-Tail Keywords: These are more specific phrases (like “affordable family photographer in Denver”) that often have lower competition and cost less per click.
- Competitor Keywords: Check out which keywords your competitors are using by searching for similar businesses or using tools like Ubersuggest or Ahrefs.
5. Write Effective Ad Copy
The ad copy is your chance to grab attention and explain why a customer should click your ad. Keep it simple, direct, and focus on a key benefit or unique aspect of your business.
Key Tips for Ad Copy:
- Use Action Words: Words like “Shop Now,” “Learn More,” or “Get a Quote” can encourage clicks.
- Highlight Your Unique Value Proposition (UVP): Explain what sets you apart from competitors.
- Include Keywords: Incorporate keywords into the ad text to help increase relevancy and quality scores.
6. Set Up Targeted Landing Pages
Sending ad traffic to your homepage might not yield the best results. Create landing pages that align with the ad’s goal, such as a specific service page or a special offer.
Effective Landing Page Tips:
- Match Your Message: Make sure the landing page mirrors what your ad promised. If the ad says, “Get 20% Off Your First Purchase,” the landing page should feature that offer prominently.
- Keep it Simple: Avoid clutter and focus on one clear call-to-action (CTA) that encourages the desired action.
7. Track Results and Adjust
Tracking your results is crucial to making DIY PPC work. Use Google Analytics and the tracking tools provided by the ad platform to measure metrics like CTR, conversion rate, and cost per conversion. After analyzing the data, make adjustments to keywords, budget, and ad copy as needed.
Things to Monitor:
- Which Ads Get Clicks: Notice which headlines and copy attract attention and experiment with variations.
- Keyword Performance: You may find that some keywords perform better than others. Consider pausing underperforming ones and reallocating budget to top-performers.
- Conversion Rate: Evaluate whether clicks are turning into sales, leads, or sign-ups. If not, try tweaking your landing pages.
8. Start with A/B Testing
When you’re ready to improve, try A/B testing. This involves running two versions of an ad or landing page to see which performs better. You could try different headlines, call-to-actions, or images to see what resonates most with your audience.
Final Thoughts: DIY PPC is Within Reach
DIY PPC doesn’t have to be overwhelming. By learning the basics and setting a clear, manageable plan, small business owners can successfully leverage PPC to drive traffic and boost sales. Remember, start small, stay patient, and refine your approach as you learn. PPC is a fantastic skill to have in your digital marketing toolkit, especially when you’re on a budget and want to drive real, measurable results.
DIY Marketing Kits: Your Secret Weapon for PPC Success
If you’re ready to dive into PPC but need some guidance, my DIY Marketing Kits are the perfect way to get started without the guesswork. Each kit is tailored to your business and includes everything you need to set up a successful PPC campaign. I’ll handle the research, identify high-value keywords, and suggest compelling ad copy and optimized landing page content. Plus, you’ll receive detailed, step-by-step instructions to guide you from setup to launch. With a DIY Marketing Kit, you’ll have all the tools to confidently run PPC campaigns that deliver results—all on a budget. Get ready to take your digital marketing to the next level!
