PPC Advertising on a Small Budget

June 28, 2012 by  Filed under: PPC 

First of all I must state that this method of PPC advertising is not for every business, but can be used for small businesses with a small budget and a comparable service or product. After reading the article you should decide whether this method actually suits your business or not.

As a small business or a sole trader you will usually have a much smaller advertising budget or you may have no advertising budget and just want to use up the free credits that Google and Bing give you to try and entice you into their PPC advertising. If this is you then you need to make sure that every bit of your advertising budget is wisely spent.

Advert Content is Key

I’m going to explain to you here about the content of your advert. The content is probably the most crucial part of your advertising campaign as this is what people see and from that they decide whether to click on your ad or go to the next one.

PPC as its name suggests means that you pay every time someone clicks on your ad and if your on a small budget your advertising campaign can often be finished before it’s started. So what is it that you want your advertising text to tell the people? You may be thinking the message should be “come and check out my website!”, “We will give you the best and cheapest products!” or something along those lines. These kind of adverts are designed to do one thing and that is get the customer into your website to find out more information. However, if you want to spend less and get more then you need people clicking on your advert who are really interested in your product or service and not just looking for more information.

You can do this by giving them as much information as possible in the advert itself, that way if they read something in the advert that puts them off they won’t click on it and you won’t have spent any advertising money.

An Example

Let’s look at an example of a local hair dressing business in Kingston, Surrey. Once the relevant demographic and search criteria for the PPC campaign has been established you need to write the content and below I have given you three examples:

1. Cheap haircuts for men, women and children. Get the designer look you’ve always wanted.

2. Hair cuts in Kingston, Surrey from just £7! Book an appointment now. Open 7 days per week.

3. Professional hair dressers in Kingston Surrey. Trim – £7, Cut and Blow Dry – £15, Highlights – £30

Now I am not a hairdresser and these prices may be completely out of sync with the going rate, but that is not the point. The point is advert 1 is enticing you to click on the advert to find out more, advert 2 gives the lowest price which again entices you to click on the advert, but when you actually get to the website you will find that what you want is a lot more expensive, and advert 3 gives you as much information as possible for you to make a design before visiting the website.

Advert 3 tells you the service, location and prices which for a hair dressing business is the three key pieces of information any potential customer will want to know. So if someone is looking for highlights and wants to pay around £15 they won’t click on your site because they know your price is double that and they don’t want to waste their time (which means they won’t waste your money!)


To sum up the key to advertising a small business product or service that is comparable with others is to create an advert that gives you a low click through rate, but a high conversion rate.

As mentioned previously this method won’t work for all businesses and you should think carefully whether it is right for yours, but the great thing about this method is it low cost which equates to low risk.

There are many different PPC strategies you can use depending on the type of business you have and your budget. A good PPC Company can help you establish exactly what the best strategy is for your business and save you lots of time and money.

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