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Pay-Per-Click (PPC) Advertising
Pay-Per-Click (PPC) Ads
The ultimate goal of your business is to get leads into your sales funnel. And the aim of any marketing strategy is to maximize your ROI no matter the digital channel - Social Media, SEO, Content Marketing or PPC. But, not all channels have the quick lead-delivery system that PPC offers.
PPC can bring instant results.
- Ads can increase brand awareness by 80%.
- In 2022, 54% of ad expenditures will be online. (sources)
At Marketify®, we help you evaluate PPC as a marketing strategy and if it’s right for your business.
PPC can be expensive, but the returns can be astronomical and much faster than social media, content and SEO marketing.
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HOW DOES PAY-PER-CLICK (PPC) ADVERTISING WORK?
In 1994, AT&T delivered the first pay-per-click ad on the internet from its “You Will” campaign. Today, there are zillions of ads vying for an internet user’s attention – 4,000 to 10,000 daily. How do these ads show up?
Ads are delivered based on keyword terms in a search request. Based on the Ad’s overall relevancy score and click-through rate, these two factors help determine the position of the Ad within the search results. The higher these two scores, the higher the Ad ranks in the results.
A recent study by Serp Watch revealed that 40% of all clicks on the first page of a search engine are for the top three ad spots.
You, as the advertiser, will pay a fee for each Ad click. Depending on your industry and the level of competition for highly-prized keywords, click fees will vary from $1-$5 per click, and up to $20+ in hyper-competitive markets.
PPC Tip: Pairing your Ads with an optimized post-click landing page is invaluable to reaching full potential.
A Paid Advertising specialist will help set up your Ad Campaigns and make sure your campaigns are correctly grouped, properly targeted and effectively budgeted. The great thing about PPC Advertising is that Ads can be constantly manipulated in order to maximize the highest returns.
WHAT IS NOT A GOOD REASON TO USE PAID SEARCH?
Unfortunately, because of increasing competition and more people using Paid Advertising, the cost of PPC increases every year and so do budgets.
Another downfall of PPC is that when you stop paying, all your traffic stops.
We know there is a time and place for every digital marketing tactic.
That’s where we can help you devise a plan for when to use Paid Search and when it makes sense to reduce your dependence on Ads with a longer-term SEO/content strategy.
While PPC drives you faster leads, organic marketing will always dominate the Search Engine Results Page.
WHAT ARE THE TYPES OF PAID SEARCH PLATFORMS?
Below are some of the most popular Paid Advertising platforms.
Speaking with a PPC specialist will guide you as to what platform(s) are the best for your marketing and business objectives.
Google Ads (Straight from Google’s mouth)
Google Ads (formerly Google AdWords and Google AdWords Express) is an online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web. Google Ads also allows advertisers to choose specific goals for their ads, like driving phone calls or website visits. With a Google Ads account, advertisers can customize their budgets and targeting, and start or stop their ads at any time.
(From Marketify®): You can also include other Google products like Retargeting and Display Ads, which both carry unique features in going after customers who left your landing page and providing richer visual advertisements, respectively.
Facebook Ads
Facebook has almost 2 Billion users making it one of the most popular social media websites.
If you want to target a specific group of people, say “men who like to knit” – you’re in luck. Ads can be in the form of text, image and video, and you only pay when someone clicks on your ad.
Facebook Ads is one of the most ROI driven platforms because of its ability to specifically target niche groups on 80+ demographic variables.
YouTube Ads
YouTube is owned by Google, and is the second most popular search engine after Google.
With YouTube Ads, you can advertise your video content within a YouTube video whether at the beginning, middle or end.
You only pay for advertising when the viewer watches 30 seconds of your video.
There are many targeting options available so that you can be sure to hit your target audience with your product or service.
LinkedIn Ads
LinkedIn Ads specifically targets the business community with over 750 Million active professionals.
You can reach a group of people based on their Title, or if you want to target a specific type of business, LinkedIn can make that happen too. Ad goals can be leads, brand awareness or filling up event registrations.
And like other ad platforms, you have complete control over your budget spending.
SHOULD YOU USE PAID ADS?
Using Paid Advertising with some of the platforms mentioned above is a great way to drive new customers, get quick leads and build brand awareness of your company.
Because PPC delivers quick results, you can gauge audience reactions extremely fast, which makes it a fantastic way to get quick public opinions, as well as good market data.
Using Paid Advertising depends on your overall goals, the type of budget you can commit to and where you currently are in your organic marketing efforts.
Talk with someone who understands Paid Advertising and how this digital marketing strategy can create great returns for you!
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