marketers discuss digital marketing possibilities, the topic will sooner or later turn to pay per click advertising. PPC, as it’s commonly referred to, has begun to dominate the paid marketing space on most websites, with companies like Google and Facebook at the forefront of offering businesses the opportunity to make their marketing matter and their budget to be spent effectively.
Of course, success in PPC necessitates a knowledge of the concept, along with its advantages and disadvantages. Keep reading for an overview of pay per click advertising and how you can use it to help your marketing succeed.
PPC Advertising, Defined
The meaning of PPC advertising is in its name. It refers to all types of digital ads in which marketers only pay if their audience clicks on the ad, taking action. This is opposed to CPM marketing, also known as cost per impression, which charges marketers based on the amount of views an ad gets, along with other, more advanced payment methods such as cost per conversion.
A Wide Range of Uses
Because PPC refers to a general type of ad payment, it can be found all over the web. Google’s search ads, for example, appearing atop search results, are a common type of PPC ad, as are ‘sponsored posts’ that appear on news feeds of social media networks. Even pre-roll ads on video networks like YouTube are often charged by the click.
Examining the Advantages
Running ads for which you only pay if your audience makes a click comes with a variety of advantages, which accounts for its rapid spread throughout the digital landscape.
For starters, you maximize and control your budget. You can be reasonably sure that audiences only click on your ad if they are at least mildly interested. PPC ensures that you are not charged for the majority of people who come across your ad but are not interested enough to take action.
Second, you can achieve instant results. Organic and unpaid search engine and social media efforts are undoubtedly valuable, but if you need your audience to take action soon, PPC ads can help you get there. Services like Google and Facebook have made their set up and management relatively simple, enabling you to get started almost instantly on building your brand.
Third, these types of ads generally come with very specific targeting options. On Google, for example, you can target based on specific keywords and phrases that your audience types into the search engine, while on Facebook you can aim your messages at users with common interests, behaviors, and even education levels. Geographic and demographic segmentation is also often possible.
Fourth, PPC ads work particularly well as part of a website-centric marketing strategy, such as inbound marketing. They are an effective way to get users to visit your website, where you can educate them with content and capture them as leads.
Finally, PPC ads usually come with extensive reporting features. You can view how many people saw your ads, how many interacted with them, along with the fluctuation of your individual cost per click. On many networks, you can even track the conversions that result from these ad clicks, which is particularly effective if the ads point to lead-generating sign up forms.
Minding the Negatives
Of course, not everything is great about PPC ads. If you don’t have enough expertise to set up the targeting or messaging just right, you may still miss your intended audience, and pay for uninterested users who click because they expect one thing and bounce off your website immediately after discovering their mistake.
In addition, depending on your keyword, you may run into an expensive bidding war in which you will pay more for each click than it’s actually worth. Especially on popular platforms like Google, costs per click can escalate quickly, up to $55 for competitive keywords like Insurance.
Finally, don’t underestimate the power of click fraud. On the above-mentioned competitive playing field, it’s not uncommon for unethical competitors to click on your ads multiple times simply to drive up the cost.
Finding Middle Ground
All things considered, PPC advertising has become a crucial part of the digital marketing landscape. It enables you to reach a targeted audience effectively, helping to maximize your budget in the meantime. To set up a campaign that mitigates the potential negatives, contact us. Having a reliable partner on your side when setting up and managing this type of digital advertising will be invaluable.