Whether you own a mom and pop store or a large scale business, running online marketing campaigns is one of the best ways to gain more exposure. While some of these marketing methodologies require some time to build momentum, pay per click (PPC) is known for delivering quick and robust results.
Due to its viable return on investment (ROI) and promise to reach otherwise inaccessible audiences, pay per click is a sought after marketing method for many organizations. From renowned brands to obscure startups, every business that wants to expand its horizons uses this advertising avenue in one way or another.
To help you understand exactly what is pay per click, why you should use it, and how to set it up, here is all you need to know about this marketing method.
What is Pay Per Click Advertising?
As its name suggests, pay per click advertising uses a paid marketing methodology. To elaborate, it requires you to pay for each click made on your advertisement. This amount directly goes to the platform that is running these advertisements for you.
These platforms include but are not limited to:
– Google AdWords
– Facebook Ads
– LinkedIn Ads
– YouTube Ads
Whenever you run a pay per click advertisement, these platforms show your ad to your target audience through various methodologies. Once anyone shows an interest in your ad and clicks on it, you get charged for it. Some niche advertisements also charge you on the amount of impressions or views garnered by your ad.
Pay per click ads can come in many forms, including text ads, image ads, and even video ads. This is why platforms ranging from Google to YouTube offer pay per click advertisement.
The most common types of pay per click advertising include the following.
Search Engine Marketing (SEM)
This refers to displaying your text ads on search engines. These ads display whenever someone makes a search query using your targeted keyword or phrase. These text ads appear on top of search engine results, which enhances your exposure and increases your chance of bringing in search engine traffic. Examples include Google AdWords and Bing Ads.
Social Media Marketing (SMM)
This includes the display of pay per click ads on social media platforms. These ads are shown to your targeted demographics in the form of text, image, or video posts. Those who are interested click on your ad and land on a designated website page that is set up and controlled by you. Examples include Facebook Ads and LinkedIn Ads.
Retargeting/Remarketing
There are times when someone on your website signs off without making an inquiry or a purchase. In order to remind these visitors about your website, you can set up retargeting ads.
These ads work by ethically using browsing data through cookies on a visitors’ web browser. They are then shown to your target visitors in the form of image or banner ads on third-party websites. Examples of retargeting programs include Google Display Network and AdRoll.
Why Should You Use Pay Per Click Advertisement?
As mentioned above, PPC ads provide you with quick results and help you gain access to your target audience on an immediate basis. The minute you initiate a pay per click campaign, your ads start displaying over the web. In comparison to search engine optimization (SEO), which takes considerable time to show results, this feature makes pay per click stand out in a positive way.
Pay per click advertisement is also more efficacious than other advertisement methods such as email marketing. Most email marketing campaigns end up in the recipients’ junk or spam folder. Whereas, pay per click advertisements show up prominently on the websites visited by your target audience.
Using pay per click in search advertising brings yet another advantage to the table. Since your ads are being shown to people who are actively searching for information they need, it is easier to bring in traffic and score conversions through this audience.
All of these advantages come together to provide you with a higher ROI than many other advertising avenues, which makes pay per click advertising such a prominent marketing tool.
How Do You Set It Up?
Setting up PPC depends greatly on the platform that you are using for this advertising methodology.
If you are using Google AdWords or Bing Ads, you will need to set targeted keywords or phrases that would trigger your ads to show up. You will also need to place a “bid” to snag the top ad spot from competitors. This bid is often justifiable by demand, but can be immensely high for some terms.
On the other hand, using platforms such as Facebook Ads, LinkedIn Ads or YouTube Ads requires you to target certain demographics. This allows you to show your posts or media ads to an audience that’s more likely to respond to your offerings and improve your ROI.
Retargeting ads take a different approach to the set up. You can enroll into these programs through providers such as Google Display Network or AdRoll. Since these ads typically display your ads through banner images, you need to submit a few image ads that could fulfill this purpose.
How to Make the Most Out of Pay Per Click Advertisement?
Setting up pay per click advertisement can be incredibly complex, especially if you are opting for search advertising. But you can still learn the process by dedicating some time to it. If you are unsure of the procedure or want it to be handled professionally, you can easily reach out to a credible pay per click advertising expert to manage it for you.
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