PPC is an instant way to get business traffic online!
At the simplest level, Pay Per Click (PPC) advertising offers businesses the chance to immediately interact with their customers, by showing relevant ads to a relevant customer base.
Google Adwords is the world’s most popular type of PPC. It works to display ads ahead of Google’s organic search results when a particular keyword or phrase attached to that ad is searched. Each time an ad is clicked, the business is charged, therefore making it essential that those clicks are offering a valuable return.
This is where the difference between good and great PPC marketing comes in! A PPC account should be optimised to show an ad for the longest time possible, as high in the results as possible and at the lowest cost possible.
There are many factors that contribute to this (you can learn about these through the ROI blog) which is why as spend increases, it is vital to engage an expert who can guarantee your account is reaching its’ full potential – ensuring ads are seen by more potential customers.
One of the most defining characteristics of PPC – particularly in comparison to SEO – is its ability to gain instant traction. As soon as a campaign is set up, ads are live! This means that you can see what is and isn’t working immediately, and make changes quickly and accordingly.
PPC offers tangible and transparent results quickly, which is why more people are advertising this way than ever before! Are you one of them?
What are the different types of PPC?
Pay Per Click (PPC) advertising comes in a variety of forms that are useful in capturing an array of audiences and turning them into genuine customers!
The original PPC advertising most businesses are familiar with are text ads that appear on the top and side of Google or Bing organic search results. However, this is in fact only one facet of what is a dynamic and instant way to reach potential customers.
Within Google’s Adwords interface alone, businesses can engage with users in a number of ways, including Google’s display network. This network allows users to advertise beyond text, such as with banners and videos, on websites relevant to the product or service being advertised. This extends to YouTube, where businesses can advertise a video as an ad or throughout the feature with text that displays over the top of the video content.
Still within the display network, Google’s remarketing function is also extremely popular, as it allows a business to target users who have already visited their site with unique offers – you may start to notice these ads from sites that you frequent begin to follow you around the web.
Many e-commerce websites, such as ASOS, even advertise exact products that you have previously viewed. Spooky? Sure, but incredibly effective, given that 25% of users who click on an ad and go on to buy will not purchase on the first visit. (Source: http://www.nngroup.com/articles/long-sales-cycles-online/)
Social networking sites like Facebook now also offer another form of PPC advertising, which in Facebook’s case can be highly targeted due to the level of information Facebook extracts from users. They can be advertised to based on characteristics as simple as age or location, or as complex as interests, marital status and even political persuasion! These ads are differentiated from traditional PPC in that although businesses are still paying each time a user clicks, the user is not actively searching for a product or service.
The level of effectiveness of any PPC campaign is determined by a huge number of factors, including how well the person running the account understands the platform they are advertising on.
Related: Adwords Change Drives Better Results
Image by Carol Poole Flickr