PPC Advertising: How It Can Help Your Business Grow

As a small or medium-sized business, you know that staying ahead of the competition is key to success. You may have heard about digital marketing but are unsure about where to start. In this article, we’ll show you how Pay-Per-Click (PPC) advertising can be an invaluable tool in your growth strategy.

You may be asking yourself: What is PPC advertising? Does it really work? What do I need to know before getting started? We’re here to answer all those questions and show you exactly how PPC can help your business reach its goals. We’ll explain what Google Ads are and why they are so effective, as well as go over how search, display, and Performance Max can be used to your advantage. Last but not least, we’ll discuss the pitfalls of PPC without expert guidance. So let’s get started on this journey and provide you with the information you need to succeed in digital marketing!

What Is PPC Advertising?

When it comes to scaling your business, you want to make sure that every penny spent on marketing brings in maximum returns. That’s where PPC (pay-per-click) advertising comes in. PPC is an online advertising model in which an advertiser pays a publisher each time a user clicks on one of their ads. It’s a great way to reach targeted audiences who are likely to be interested in what you have to offer.

The most common form of PPC is Google Ads, which consists of two advertising types: search and performance Max campaigns. Search campaigns are more focused on driving qualified users to your website, while performance Max campaigns use data insights about the potential customers you want to reach and target them with creative messaging and visuals that will resonate.

PPC is a great way for medium-sized businesses to grow their customer base, but it can be tricky without the help of a digital marketing expert. It takes careful planning, research, and optimization in order to truly succeed with your campaigns—so make sure you have the right experts on your team if you want to get the most out of PPC.

Benefits of PPC Advertising for Medium-Sized Businesses

Using a Pay-Per-Click (PPC) advertising strategy in your medium-sized business can help you achieve a number of goals. This type of digital marketing is measurable and trackable, allowing you to quantify the success of your efforts. Plus, it’s versatile and works well with other marketing strategies, like content creation and SEO.

PPC advertising can also give your business a competitive advantage by helping you appear higher in search engine rankings. By targeting only interested users and allowing you to adjust bids in real time, PPC ensures that your resources are dedicated to people who are ready to become customers. On top of that, you’ll be able to measure ROI with ease so that you can optimize your campaigns for maximum efficiency.

To take full advantage of PPC advertising, however, it is best to enlist the help of an expert who knows how to identify high-value keywords and which platforms are best suited for your individual needs. With this form of targeted digital marketing, you will be able to reach new customers while reinforcing relationships with existing ones – all while maximizing the return on investment for your business.

The Challenges of PPC Advertising Without an Expert

Unlike some other forms of digital marketing, PPC advertising comes with its own set of challenges. If you don’t know what you’re doing, you could end up spending a lot of time and money with little or no return. That’s why it’s so important to enlist the services of an expert – like Basilisk SEM – when you’re navigating the world of PPC.

An expert can help you avoid costly mistakes and guide your campaigns to reach their goals. Without one, you may quickly find yourself overwhelmed by the complexity and cost of what needs to be done in order to make PPC advertising successful for your business. Here are a few challenges that come with PPC without an expert:

Time Investment

PPC campaigns require a significant amount of time on a regular basis in order to monitor performance and adjust strategies accordingly. An expert can help identify what needs to be done, when it needs to be done, and how it should be done.


Many small businesses are tempted by low-cost (or even free) options when they first start out with PPC advertising but unless they have years of experience under their belt, they may not realize the cost is often much higher than initially thought – both in terms of money and resources. An expert understanding of this area will provide a much better ROI for any budget.

Expert Knowledge

Successful PPC campaigns require deep levels of know-how and dedication in order to achieve the desired results. Staying on top of trends, changes in algorithms, and ad purveyors is a full-time job – one that requires an understanding of the nuances that can only come from experience. With the help from Basilisk

Understanding Google Ads Search vs Performance Max

When it comes to PPC advertising, understanding the difference between the Search and Performance Max campaign types is essential.

Google Ads Search

Google Ads Search campaigns are designed to primarily increase visibility. They are well-suited for advertisers with a wide range of budgets, as each keyword bid is set uniquely by the advertiser. As such, you have more control over your budget, as you can choose exactly what you’re willing to pay for each ad click.

Performance Max

Performance Max represents an entirely different approach to advertising on Google Ads—it’s goal based. That means that Google Ads’ Performance Max campaigns have automated bidding that aims to reach advertisers’ goals in terms of conversions and return on ad spend (ROAS). Keywords aren’t set manually—they are constantly optimized and adjusted based on a number of factors.

Performance Max takes a lot of the manual work out of campaigning, but it still requires expert knowledge in order to be successful. For instance, if not done properly, it could limit visibility opportunities or end up spending more than planned without realizing any real success or results. It’s ultimately up to the advertiser to decide what is most appropriate for their business but keep in mind that Performance Max should be used as a supplement rather than as a replacement for other campaign types.

Scaling Your Business With PPC Advertising

Scaling your business with PPC advertising can be tricky, but it’s possible with the right mindset and the help of an expert. The key to success when scaling a small or medium-sized business is to structure campaigns based on product performance.

Ways To Analyze Performance

The goal is to analyze and test campaigns so you can find what works and what doesn’t. Here are some ways you can do that:

  1. Monitor your campaign’s cost-per-click and click-through rate (CTR).
  2. Analyze impressions, conversions, and cost-per-acquisition for each keyword or ad group.
  3. Test different ad copy or images to see which one resonates the most with potential customers or leads.
  4. Track landing page performance and optimize accordingly for maximum conversions.
  5. Try different targeting options like geographic or demographic targeting to reach a more specific audience with tailored ads

When done correctly, using a PPC agency to scale your business can be really successful—but it all starts with structuring campaigns based on product performance in order to get maximum results from any advertising budget.

Basilisk SEM can help you with your Digital Marketing needs

If you’re looking to scale your business, using the right digital marketing techniques and strategies can be key. That’s where Basilisk SEM comes in. They specialize in providing marketing services to small-to-medium-sized businesses. Basilisk SEM offers services such as search engine marketing, inbound marketing, and digital presence.

When it comes to search engine marketing (SEM), Basilisk SEM offers a wide range of tailored solutions for your business’s needs; this includes Google Ads, Bing Ads, Yahoo Gemini, and Apple Search Ads. PPC advertising with Basilisk SEM is geared towards increasing your brand visibility and organic search results on Google, as well as driving targeted traffic through display network ads. In addition to PPC advertising, they also provide services for branding such as logo design, website design, content creation, and video production.

Basilisk SEM also provides Performance Max campaigns that help grow leads without increasing the cost of the campaign. Performance Max campaigns are tailored to help you reach your targets faster while optimizing return on investment (ROI). With their expertise and experience in digital marketing, they will help you reach success quickly and efficiently!


In short, PPC advertising has the potential to help your business reach its growth goals. With a strategic approach that leverages Google Ads and Performance Max, you can target the right people with the right message at the right time. However, if you don’t have an expert to help manage your campaigns, you could end up spending money with little to no return.

At Basilisk SEM, we understand the challenges of running successful PPC campaigns and have the expertise needed to help you scale your business. With our tailored services, you don’t have to worry about wasting time and money on campaigns that don’t get results – trust us to get the job done right. Get in touch to learn more about how we can help you level up your PPC campaigns.

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