What Is PPC In Digital Marketing?
PPC stands for pay-per-click – a model of internet marketing in which advertisers pay a fee each time someone clicks on their ad. It includes placing and managing ads on platforms like Google and Bing. These ads appear on search results pages above the organic search results. The amount you pay varies depending on a few factors determined by an auction which happens every time a search is made.
How Does Pay-Per-Click Advertising Work?
PPC as a marketing channel covers several different ad platforms, with the most common of these being Google Ads and Bing Ads.
Businesses mostly start their PPC marketing campaign on Google Ads. The reason is that it gives access to a large audience of potential clients and customers, and many different possibilities to set up and run campaigns depending on your goals.
What are the possible types of PPC Ads?
While running a marketing campaign, a company can choose a variety of PPC ads. Although search engines are in trend, they are not the only platform for PPC advertising.
So, the possible types of PPC ads are:
1. Search ads
As mentioned before, these are the most popular form of PPC advertising and take place through search engines.
Search ads have three main components – a headline, display URL, and description text. All are designed to convince users to click through. Ad extensions can also be included to provide users with additional information.
2. Social ads
Social media platforms are great places to put up ads. Whether you are looking for ways to drive engagement, increase website traffic, app use, or e-commerce sales, you can accomplish these and more through social media advertising.
3. Display ads
Display Ads are paid placements that appear based on various targeting parameters. They combine text, images, video, and a URL that links to a website where a customer can learn more about your product, services, or even order them.
This advertising strategy is beneficial for businesses that cater to luxury or niche customers.
4. In-stream ads
In-stream ads are the way to promote some video content on YouTube or Google Content Network. They can appear on YouTube watch pages, videos on partner sites, and content network applications.
In this type of PPC ad, the advertisers place their ads within video content in the form of breaks. As the ads are audio-visual, they tend to have a memorable impact on the viewers.
5. Remarketing ads
Sometimes, page visits that could have potentially turned into a valuable sale fail to convert. In such cases, digital marketing companies use remarketing ads to target them again and convince them to return.
These ads often have excellent success rates, as they reach people who have already considered converting into a customer.
6. Google shopping ads
Shopping Ads are the types of ads that feature detailed information about specific products you sell. They will be shown only to people who search for that kind of product, so it would optimize your advertising ROI.
Of course, there are some other techniques also, such as Amazon PPC ads and Gmail sponsored promotions. It is best to consult us before deciding which form of advertising to focus on.
However, PPC advertising is a great marketing option for your business. It’s a simple yet effective digital marketing technique to promote your products, drive traffic to your website, and increase your sales.