Pay-per-click (PPC) advertising is a crucial part of any effective digital marketing strategy, particularly for small businesses. By allowing for direct influence over how, when, and where ads appear, PPC offers meaningful control over your advertising spend. A significant part of a successful PPC campaign is developing an effective bid strategy. Employing smart PPC bid strategies opens up a whole new world of possibilities for small businesses. A key part of this is using reliable PPC management services.
What Is a PPC Bid Strategy?
A PPC bidding strategy is essentially a plan that guides your PPC advertising campaigns to accomplish your marketing goals. This could involve increasing clicks, conversions, or views. Your approach will determine how much you pay each time someone clicks on your advertisements.
Top PPC Bid Strategies for Small Businesses
1. Manual Bidding
Manual bidding gives you the most control over your PPC campaigns. You set the maximum amount that you are willing to pay per click. It does require more time and experience, but it allows for precise control.
2. Automated Bidding
Automated bidding uses machine learning to optimize your bids. It can save you time and can be particularly beneficial if you lack PPC experience. However, it gives less control over your campaigns and sometimes may lead to higher spend.
3. Target CPA (Cost Per Action) Bidding
Target CPA bidding strategy automatically sets bids to help get as many conversions as possible at your set target cost-per-action. This strategy can be great for small businesses focused on driving actions rather than clicks.
4. Maximize Conversions Strategy
This bidding strategy seeks to get as many conversions as possible within your set budget. It uses machine learning to optimize bids and requires a conversion tracking setup. It’s a good choice if your main goal is conversions rather than traffic.
Choosing the Right PPC Bid Strategy
Choosing the right bidding strategy depends on your business goals. If you want to drive traffic to your website, a strategy focused on getting clicks might be the best option. If conversions are more critical to you, a CPA or Maximize Conversions strategy may be better. The main thing is to test different strategies and see what works best for your business.
Remember, PPC campaigns aren’t set in stone. They require constant monitoring and tweaking to ensure they continuously align with your business goals. Don’t be afraid to adjust your strategy and try different methods until you find what works best for your business.
Ben Austin is the founder and CEO of multi-award-winning digital marketing agency Absolute Digital Media.
