A Guide to Pay-Per-Click Advertising for Small Business

As a small business owner, it’s easy to beoverwhelmed with the many available marketing options. Traditional advertisements can be tempting, but there’s no guarantee to the effectiveness. Business owners should turn to more modern options to get the most out of a smaller budget. Pay-per-click marketing is an online marketing tool that can be tailored to meet a wide range of needs and financial constraints. It’s also one of the easiest methods to set-up and nearly guarantees a return. It’s important to research many different methods and learn about Pay-Per-Click advertising to make an educated decision and ensure you’re choosing the right marketing for your industry.


The advertisements for Pay-Per-Click are small, about four lines long. They consist of an opening headline, two smaller context lines and the URL that leads to your website. There aren’t any graphics, video, music or bright colors, and business owners can’t spend more to get greater advertisement space. However, it’s important not to be fooled by their simplicity. Pay-Per-Click ads are incredibly direct and target a specific audience, your specific audience. Thus, you can expect a return on your advertisement if you choose the right company and set-up. They are designed to only reach those who are interested in your product, rather than a broad marketing plan like a commercial, meant for a general audience.

Types of Pay-Per-Click

You can choose one of two types of Pay-Per-Click advertisements: search or content. Search ads are found on the search result page and are triggered by a set of keywords typed into the text box. Content ads are a little different and appear within an actual webpage. These ads are triggered by the keywords on the site, rather than anything the user typed. This puts more pressure upon the business owner to choose the right keywords to optimize results.