In today’s highly competitive digital marketing landscape, advertisers need to stay ahead of the curve to stand out from the crowd. Paid search marketing (or PPC, which stands for “pay per click”) allows businesses to target prospective customers with ads when they search for specific keywords. PPC advertising is an affordable and measurable way for advertisers to drive traffic to their websites and capture new leads. Nowadays, there are a lot of digital marketing companies, like UAWC agency, that easily deal with PPC in 5 common ways. These 5 PPC campaigns help you understand what this programmatic advertising technique can do for your business, its pros and cons, how it works and how to set up an account on Google AdWords or another PPC management platform of your choice. Let’s dive in…
What is PPC Marketing?
PPC stands for paid search marketing, which is a paid advertising model where advertisers use financial incentives to encourage website visitors to click on their ads. The most common types of PPC ads are Google Ads, Bing Ads, Facebook Ads, and LinkedIn Ads.
PPC advertising is a core part of modern marketing strategies. It’s an investment model that pays for itself: You pay money to get traffic to your website, and those visitors are potential customers for your products or services. It’s a way to find and connect with customers who are actively looking for what you have to offer. PPC marketing is also commonly referred to as paid search marketing or paid search advertising. It’s designed to drive traffic to your website and get potential customers to take the desired action (like buying a product or downloading a software update).
Search Advertising
Advertisers who want to appear at the top of search engine results pages (SERPs) use keywords to trigger those results. This approach is called search advertising. Search advertising is the most common form of PPC marketing.
For example, a company that sells running shoes might want to use search advertising to find customers online. The company would research which keywords people who are interested in buying running shoes might use. It would then create an ad that uses one or more of those keywords. The ad would show at the top of a SERP next to the results for those keywords. This approach is called search advertising.
Social Media Advertising
PPC marketers can also advertise on social networks. This form of PPC marketing is often referred to as social media advertising. With social media advertising, advertisers pay to promote their posts on social media networks like Facebook, LinkedIn, and Twitter. Social media PPC marketing can be very effective for a few reasons:
- Social networks have large audiences. It’s possible to find prospective customers in almost every country with a social media platform.
- Social networks are accessible to businesses of all sizes. It’s easy to set up accounts for small and large businesses alike.
- Social networks have low barriers to entry. It’s relatively easy to test and compare different types of posts to find the types of posts that get the best response.
- The advertising formats on social media networks are very flexible. Businesses can post almost any type of content and promote it as an ad.
- Social networks give businesses the opportunity to link their ad to other content. They can link their posts to blog posts, photos, videos, and other posts on the same platform. This gives companies the chance to promote multiple pieces of content at once.
Remarketing
It is a form of paid advertising that shows ads to people who have already visited your website. This is a great way to follow up with potential customers and close sales that you’ve already influenced. With remarketing, you run ads that show to people who have already visited your website once. This is a great way to follow up with potential customers who might have been interested in your products or services but for whatever reason, didn’t make a purchase on the first visit. For example, let’s say a person visits a running shoes website to look for a specific pair of shoes. Once they’ve finished browsing the site, the business can show them an ad to remind them that they have that particular pair of shoes available.
Google Shopping
It is a specific section of Google AdWords where e-commerce businesses can feature their products and services. To the right of the search results, Google displays a grid of product images and their prices. To get your products in front of shoppers’ eyes, you can create a listing on Google Shopping. Once you do, you’ll be able to show your products to shoppers who are searching for similar items.
When someone searches for a product that you’ve listed on Google Shopping, your ad will appear. Your ad will show up with a product image, product title, and price, along with a link to your website. If you’re running a campaign that targets mobile devices, Google will also include a “mobile-friendly” icon.
Key Takeaway
PPC marketing is a powerful investment model that pays for itself. For many businesses, it’s a core part of their marketing strategies. And given the high price of advertising on TV and in magazines, it’s a much more affordable way to advertise online and reach a huge audience quickly. With PPC marketing, advertisers pay for every click on their ad. This model allows businesses to connect with prospective customers quickly and effectively.
