Ever wonder what those advertisements are when you’re scrolling through Google search results? That’s PPC advertising and it’s one of the most popular ways that large and small business to attract customers.
If you’re not already familiar with PPC (Pay-Per-Click) advertising, now is a great time to get to know what it is and how it works.
What is PPC Advertising?
PPC advertising is a digital marketing advertisement in which you only pay when a potential lead clicks on your ad.
There are several different types of PPC ads. What you choose to use for your business will depend on your personal goals and marketing KPIs. Here are few different options you can choose from when it comes to PPC advertising.
- Paid Search
Paid Search Ads
Essentialy, paid search is exactly what it sounds like. You focus on keywords that your ideal consumer might use to find you, such as “makeup store near me,” and pay every time someone clicks through to your website.
Since you’re only charged when a customer clicks through, you’re not necessarily cycling through a giant ad budget each day.
Display ads are simply advertisements that use video or images to market to consumers. This is similar to the banner ads you see when you scroll through Facebook or other websites.
To implement them, you’ll use an ad network such as Google Display Network or Facebook Marketing.
Many companies use these because they’re able to generate more attention than a simple text ad and they get better placement on websites. However, this form of PPC advertising does typically cost more.
Say someone has already visited your website to view one of your products. They interacted with it, maybe put it in their cart, but ultimately didn’t buy it.
That’s where remarketing ads come in.
Using a pixel that’s embedded into your website, you can track users and follow them through various ad networks. So, when you’re on Facebook and see a blender you almost purchased popping up in a sidebar ad, that’s remarketing doing it’s best work.
It’s a great way to get a customer that dropped out of the funnel to come back and hopefully make a purchase.
What are the benefits of PPC ads?
Digital marketers love PPC for a multitude of reasons. When done correctly, it can truly be a lead generator and for the most part, a fraction of the cost of traditional advertising. Here are some other great benefits of launching a PPC campaign for your business.
- Focused Customer Advertising – You can create lists and demographics that limit your ads to a specific area code, subject matter, or gender. The sky is really the limit.
- Well-Time Targeting – Reach people when they’re actively searching for your product.
- Efficient Pricing – Compared to more traditional methods, PPC ads are well priced and can help you stay within budget.
- Data Anayltics – No matter what ad network your on, you’ll always have analytics so you know what’s working and what isn’t.
PPC advertising takes strategic thinking, great copy, and a solid understanding of your audience. But if you can do it well, you can tackle anything.