Best PPC Management For Small Businesses

Zeeshan Riaz February 23, 2022

Maintaining a successful and profitable online presence can be extremely challenging in today’s fast-moving era. No matter what size your business is or where you are in the stages of development, online marketing must be an integral part of your business strategy. Paid advertising can certainly be an effective method of generating leads for small businesses. We will help you understand how PPC management for small business can aid in generating leads and revenue quickly in this guide on PPC management.

Exactly what is PPC management?

Essentially, pay-per-click advertising is a method of online advertising where advertisers pay Google every time someone clicks on their advertisement. Basically, it’s a means of getting people to visit your site. When someone searches for cleaning services for their industry or factory, you will have your ad at the top of the SERPs if you bid on a keyword such as industrial cleaning company.

ppc management for small business

Successful PPC Management for Small Businesses

To be successful with your PPC campaigns, you need to consider several factors, including ad copy, keywords, landing pages, and the amount you bid. Whenever a user clicks on your advertisement and visits your website, Google (or other ad networks you are advertising on) charges you a small fee.

To succeed as a small business owner in a highly competitive environment, you must produce leads quickly and make sales efficiently. In situations where timely results are of paramount importance, paid advertising is the best choice.

Google Ads is the most commonly used PPC advertising platform and after that, you have an Amazon advertising system. Even though Google provides a wide range of targeting options, most companies do not utilize them correctly. Unless you conduct research and hire a professional to handle your PPC campaign, you will likely see your money disappear. The following is a simple guide on how to create effective PPC campaigns for your business on ecommerce platforms such as Amazon, Walmart, eBay, etc.

Tips for Performing PPC Management for Small Businesses

Here are 10 tips for small businesses on managing their PPC campaigns

1. Take it slow

When you are starting a campaign, it is best to start small unless you are working with someone who has experience with PPC.

If you are not careful, it’s easy to spend hundreds of dollars just by managing multiple ads and budgets in the space of a day or two, which can be overwhelming and confusing.

An expert PPC marketing company usually recommends setting up one campaign in Google Ads to get started. The platform is one of the most popular ones since it enables your business to appear in the search results of the biggest search engine on the Internet. Further, if you only have one campaign running, you can track your analytics more easily. You can add more campaigns to the mix as you become more accustomed to the way PPC marketing works.  If you are running a PPC campaign on Amazon, the same rule applies, and don’t rush into spending so much on your advertising.

2. Make sure you’re specific

PPC campaigns should include as many specific keywords as possible. Small businesses without experience in PPC commonly rely on broad keywords in their PPC campaigns, believing that they will have a greater opportunity to reach potential customers. As a small business PPC agency we can say, in addition to being a waste of time, this also has a poor return on investment.

The Amazon PPC campaign offers three types of keyword types: Broad, Exact, and Phrase. A broad and exact match gives you an idea of which exact match is best for you. You should start with broad phrases first and see how it goes. Don’t rush at an exact match since it generates most sales but also has the lowest CTR.

3. Choosing the right keywords

Keyword research is a basic step that will help to increase PPC ROI. It is important to select and bid on keywords that are most likely to generate quality leads and conversions during the PPC campaign. In order to accurately predict what search terms your prospects will type in search engines to locate your products and services; you should try to understand your customers. Researching keywords with a keyword tool will enable you to finalize a list of your most important search terms.

4. Create a list of negative keywords

Create a list of negative keywords before you launch your PPC campaign. Your ad will not be triggered when you use negative keywords. You will not be listed on the results page for anyone searching for the phrase in question. This is true for every E-commerce platform, including Amazon, Walmart, etc. Developing a negative keyword list for PPC management for small businesses can assist in focusing your marketing efforts. It is especially important if your company uses keywords that can mean multiple things. As a result, you will be able to target the right audience when creating advertisements.

By filtering out negative keywords, you will obtain quality leads that are more likely to convert into actual clients.

Additionally, it helps sort out users who are searching for unrelated products or services and makes your ad more relevant to them. You don’t want to pay for every click on your advertisements if people are not even interested in your product or service.

5. Growing Your Keyword List and Testing Consistently

In the context of advertisement campaigns, the keywords list should not be fixed in any way. When your campaign is not performing as it should, do not hesitate to add new keywords to the list. It is only through continuous testing that one can determine what is effective – even small adjustments here and there can have a profound impact on conversion rates.

The search query report can be useful if you use Google Ads to expand your keyword list. When people interact with your ads, it will tell you what they’re looking for. You’ll be able to get a better idea of what your audience wants. When you identify any keywords that are relevant to your business in those searches, it is time to add them to your keyword list.

6. Keywords and phrases that matter

Make sure you use the right keywords when you are expanding your keyword list. Some other keywords and best practices are listed below:

  • It would be a good idea to include the new keyword in the ads.
  • Ad campaign groups should be created for each new keyword set.
  • Adding new keywords will increase your budget.

When performing PPC management for small businesses do not include enterprise-level keywords in your strategy. Start from targeting locally.

7. Split Testing

The goal of split testing or A/B testing is to find out which ads work best and make them better. It just depends on what you’re testing. You can run two ads with slightly different headlines or audiences, or keep the design the same but change the keywords. Keep an eye on which one is performing better, then refine the one that performs best. Repeat!

You should take note of the factors that determine whether your advertising campaigns succeed or fail. The risk of blindly investing in advertisements is high if one does not make informed decisions based on prior experiences.

Every advertising campaign should include at least one of these experiments. By using the most suitable design and copy for your campaign you will be able to adjust and refine your campaign accordingly. It is always beneficial to test your ads so that you can gain insight and learn what works for you. In the end, knowing what to do will determine whether you make money or not. A PPC agency for small business can better help with split-testing if you don’t know how to do it.

8. Be sure to stay within your budget

Creating a campaign budget is another PPC management tip. Your campaign, no matter how successful, should be managed and terminated when necessary. If your campaign is successful, don’t feel tempted to extend it. In fact, it can be even more effective once it ends.

The campaign should be evaluated once you reach your budget limit. Analysis of the successful and unsuccessful strategies is a crucial part of the strategy development process. In your next campaign, you should apply whatever learnings you gained. The strategies that did not work should be eliminated and the strategies that did should be implemented.

You can prevent overspending on one campaign by establishing a spending limit. Rather than letting an ad campaign going on for too long until it flops, it is better to set a budget for multiple advertising campaigns. A successful advertising campaign requires constant adjustment.

9. Bidding Management

The goal of PPC management for small business is to make sure you stick to your budget as much as possible. Having said that, a bid management system is probably worth the investment. There are many benefits of automating your bidding process, such as reducing errors and enhancing efficiency.

You will probably require a bid management system if your ad campaigns are intricate and complex. With low-margin campaigns, it is essential to have a strong bid because low margins can easily be wiped out with a poor bid. You are free to make the decision. You are aware of what your business requires, and you know what your budget and resources are, so you can decide whether it is worth the investment.

10. Engage the services of a professional

Furthermore, PPC campaign management is not always easy. Should you be unable to accomplish this task on your own, you may need to hire a professional. If so, you may want to hire a PPC agency for small business to assist you with preparing and managing your paid advertisements. These agencies can assist you in better managing your PPC campaigns as they provide these services.


There is always room for improvement when it comes to advertising on the Internet since it is a continuous process. You should, therefore, continuously evaluate the effectiveness of your ads. There are split-testing options built into Google Ads, so you can compare two or more ads. Additionally, it is recommended that you retain ads that perform well and discard those that do not.

To run PPC campaigns effectively, consider contacting a professional agency. White label Amazon PPC agencies can promote your product listings by managing limited-time offers, such as free shipping.

When done correctly, PPC management for small business can be a leading source of leads. A proven and experienced digital advertising company can manage and create paid advertising campaigns for you if you don’t have the time, tools, or experience. If you are beginning a new business, we hope this article provides you with some useful tips on PPC management for small businesses.

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