Is PPC Right for My Business?

One of the best ways to draw traffic to your website is through online advertising. However, the type of advertising that may work best for your small business may not be the same type of advertising that works for your friend’s small business. There really is no one size fits all solution to online advertising, so it can be tricky to understand which advertising avenue works best for your business. There are all sorts of online advertising options including SEO, SEM/PPC, Maps, content marketing, e-mail marketing, social media marketing, and more. This article will address the benefits of PPC and how to tell if it’s an advertising option that is right for your business. Here are some things to look for to help you determine if PPC is the right strategy for you.

Search Volume

The first thing you want to look for when determining if PPC is right for you is the search volume for keywords related to your business in your targeted geographical area. You can do this by using Google’s Keyword Planner. While all of the data that was once visible in Google’s keyword tool is not available, you can still gather a general idea of how many people are searching for your term within your geographical area. If a reasonable amount of people are searching for your keyword theme monthly, paid search might be a way to go.
If, on the other hand, you sell trink-a-trinks, and no one has ever heard of a trink-a-trink, and no one is searching for trink-a-trinks, your first bet might be to educate the masses on what you are selling before relying on them to find you through paid search.

The more people that are searching for your terms, the higher chances you have of receiving a targeted click from someone interested in your business.

Bid Price and Budget

The next thing to know about paid search is that bid prices vary from keyword theme to keyword theme. For example, if you work in a competitive industry such as a law firm or an HVAC company, the bid price for your keyword theme will be much higher than if you work in a less competitive industry. Before you invest in PPC, you will want to determine how much money you have to invest, and how much a targeted visitor is worth to you.

The more money you put into paid advertising, the more clicks you can receive, but the more competitive your industry, the higher the clicks will cost.


One of the great things about paid search advertising is the fairly low risk…if you do it correctly. You can set a budget to determine exactly how much you want to spend on paid clicks and see what kind of return on investment you are getting. Just make sure that you either know how to set up budget parameters yourself, or that you consult a professional PPC strategist from OrangeSoda before you start your campaign.
For more information about paid search, and other forms of advertising online, contact us today.