Digital marketing can be tough to get to grips with, especially for small and medium businesses. You don’t have the budget or resources to do anything huge, and you might not have much of an idea about where to start. For many smaller businesses, the best way to begin is by looking into PPC (pay-per-click) advertising. It’s a cost-effective way to start advertising online and offers a variety of options for targeting your audience and analyzing your results to track ROI. PPC advertising is easy to get started with, although you will probably want some expert help as you begin to develop your campaigns, as mentioned in our past article – Using Google Adwords to Promote Your Business.

PPC Advertising

Pay-per-click or PPC advertising is digital advertising based on a cost per click model. Each time someone clicks on the advert to be taken to the website, the advertiser is charged. This means that the ad can be shown as many times as necessary, and the budget is based on the number of clicks. Using PPC advertising, the advertiser puts in a bid for how much they’re willing to spend per click to compete against others.

They also choose relevant keywords for each ad and target the ad using various demographics and categories.

Google Ads (formerly Google Adwords) is one of the major networks used for PPC advertising. Other method to use is Adwords Express offers a quick and easy solution for businesses that are just starting out with PPC advertising. It provides a simple way to start advertising, but is it the best solution for growing businesses?

Google Adwords

Google Adwords, now called Google Ads, is one of the primary tools for PPC advertising. It gets your adverts shown in relevant Google search results, and you can also choose to have them shown across a network of websites too. When first looking at the Google Ads platform, it might seem a little complicated. There are various functions and tools that you should understand in order to get the most from the platform. However, creating your first campaign doesn’t have to be too difficult. There are tools to help you find the right keywords, and plenty of tips to make the process easier.

When you create a new campaign, you can set up different groups with separate keywords and tailor everything as much as you need to.

You have full access to all of the advertising tools that Google offers. There’s plenty of data and lots of features to help you build the best campaigns. Using Google Ads, you can connect to other Google tools, such as analytics. This can help to give you greater insight into the success of your campaigns, and you can set up goals and conversions to track what’s working.

One thing to remember is that learning how to use Google Ads properly can take a while. It might not take long to set up your first campaign but to really make the most of it can take some time and experience.

Adwords Express

Adwords Express is intended to give a simpler and easier option for people who want to use Google’s advertising network. You can quickly set up an ad and Google does most of the work for you.

You can choose some key things when setting up your account, and Google will do everything else for you.

You don’t need to work out which keywords to use or put a lot of time into managing your campaigns. You just need to write three lines about your business and Adwords Express will create an ad for you.

Google recommends spending around 15 minutes working on Adwords Express each week, while they say you could spend an hour or more on your Google Ads campaigns. However, the downside to this simple solution is that you might eventually find it limiting. There’s no access to the suite of tools that come with Adwords, so there’s only so much that you can do.

Get Help with PPC Ads

Some people decide to manage their own PPC advertising for their business. However, it can be time-consuming and confusing if you don’t know what you’re doing. If you need help with PPC advertising, get professional assistance from people who know what they’re doing. It can take a long time to learn the skills to utilize Google Ads most effectively, so it’s best to have a marketing expert who can help you out. When used effectively, Google’s advertising tools can be extremely useful. However, it’s essential to know how to get the most out of the tools.

Google Adwords Express can be useful for getting started with PPC advertising. However, Google Ads offers more functionality when you need to move on.


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