.png)
Understanding PPC: Your Small Business Guide to Paid Advertising
- Maria Maurer
- Jun 27
- 3 min read
Updated: Jul 5
Every dollar counts, and getting the most out of your marketing budget is crucial. You've likely heard the term "PPC", but what exactly is it, and how can it benefit your business? Let's break down the different types of Pay Per Click (PPC) advertising showing you how these powerful tools can help your business grow.
What is PPC Paid Advertising?
At its core, PPC is an online advertising model where advertisers pay a fee each time one of their ads is clicked. Think of it like this, you're not paying for your ad to appear, only when someone engages with it. This makes it a highly affordable and measurable way to drive traffic to your website, generate leads, and boost sales.
The different types of PPC paid advertising
PPC paid advertising isn't a one-size-fits-all solution. There are several types, each with unique strengths. Understanding them will help you choose the best fit for your business goals.
Search advertising (the most common)
This is probably what comes to mind when you hear "PPC." These are the ads you see at the top and bottom of search engine results pages (SERPs) when you type a query into Google, Bing, or other search engines.
How it works: Businesses bid on keywords relevant to their products or services. When someone searches for that keyword, your ad might appear.
Why it's great for small businesses: You're reaching potential customers precisely when they're looking for what you offer. It's highly targeted and intent-driven.
Example: A local bakery bidding on "best croissants near me" or "custom birthday cakes."
Display advertising (visual appeal)
Display ads are the visual banners or images you see on websites, apps, and other online platforms. They're part of large ad networks (like the Google Display Network) that partner with millions of websites.
How it works: Instead of targeting keywords, you target audiences based on their demographics, interests, and browsing behaviour, or target specific websites they visit.
Why it's great for small businesses: Perfect for brand awareness, remarketing (showing ads to people who've visited your site), and reaching a broad audience with compelling visuals.
Example: An online boutique showing image ads of their new clothing line on fashion blogs or news sites.
Social media advertising (connecting with your audience)
Platforms like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter) offer robust advertising options. These ads appear in users' feeds, stories, or other dedicated ad placements.
How it works: Social media platforms have incredibly detailed user data, allowing you to target very specific demographics, interests, behaviours, and even connections.
Why it's great for small businesses: Build community, generate leads, drive website traffic, and foster direct engagement with your target audience where they spend a lot of their time.
Example: A pet grooming service targeting dog owners in their local area on Facebook with an ad showing happy, freshly groomed pups.
Shopping ads (for e-commerce businesses)
If you sell physical products online, Google Shopping Ads are a game-changer. These visually rich ads display product images, prices, and your store name directly in search results.
How it works: Instead of keywords, these ads are powered by a product feed that contains all the details of your inventory.
Why it's great for small businesses: High purchase intent! Customers see exactly what you offer before clicking, leading to better-qualified leads and higher conversion rates.
Example: An online plant shop displaying an image of a specific houseplant, its price, and "Free Shipping" directly in Google's shopping results.
Remarketing / retargeting (bringing them back)
This isn't a separate type of ad, but rather a powerful strategy that can be applied across search, display, and social media platforms. Remarketing involves showing ads to people who have previously interacted with your business (e.g., visited your website, added an item to their cart, or engaged with your social media).
How it works: A small piece of code (a "pixel") is placed on your website, tracking visitors. You then create specific ad campaigns to target these past visitors.
Why it's great for small businesses: It reminds potential customers about your products or services, helps overcome objections, and significantly increases the likelihood of conversion. They've already shown interest!
Example: A customer visits your online store, browses some products, but doesn't buy. You then show them an ad for those exact products on their social media feed a few days later.
Looking for help with paid ads? Book a free consultation with More to Come Business Services, an easy, affordable marketing agency for growing small businesses in Canada.
Comments