PPC, which stands for Pay-Per-Click ads, is a useful form of online marketing, especially for businesses that are looking to increase traffic as quickly as possible. Advertisers only pay a fee when users actually click on their ads. Although PPC is most commonly known to be used for Google Ads, there are other great platforms to run successful PPC campaigns on, especially social media platforms such as Facebook or LinkedIn.
To run a successful PPC marketing campaign, you will have to focus on:
- Having a clear target market
- Choosing the optimal network to do the marketing on
- Choosing the right type of PPC advertising
- Finding the relevant keywords for paid search ads or the right design for display ads
Types of PPC Platforms
Deciding where to launch your PPC marketing campaign is a crucial step to ensure profitability. Some ads networks will ensure more successful PPC marketing than others. It all depends on the product or service you are trying the sell and your target customers.
Google AdWords is the largest PPC advertising network available. It is the most effective platform to invest in marketing if you aim on seeing quick results. Additionally, it allows you to easily measure and control your development, If you have an eCommerce on Google, you can take advantage of the Google Shopping feature to easily gain conversions.
Bing Ads is very similar to Google AdWords but has less traffic and capabilities. The Bing Network includes Microsoft sites, Yahoo sites as well as AOL sites. It is a good network to use in addition to Google AdWords.
Facebook ads includes Facebook, Instagram and Facebook Messenger. It is very interest and behaviour based. You can narrow down your ad viewers by geographics, demographics and hobbies.
Promoted pins are a great marketing network to reach your target customers. It is primarily focused on eCommerce sites, where people can buy products. Pinterest is a very visual network, so make sure that your PPC ad is visually compelling. A benefit of Pinterest Ads is that you can keep driving a lot of organic traffic from your promoted pins, even after you pause your campaign. Additionally, PPC Ads on Pinterest are relatively cheaper than PPC Ads on the other networks.
This network is very effective to reach professionals and rather sell services or intangible goods (e.g. software) instead of products. Nonetheless, PPC ads on LinkedIn tend to be slightly more expensive than other networks. This is because you are reaching business professionals. Be sure to have a fully optimized profile to make the PPC ads more efficient.
On Amazon Ads, you can sponsor your products or drive users to your website. It is a great network to target people who are interested in a specific product. Additionally, it carries an extremely high conversion rate. It is especially advisable to use Amazon Ads if your site comprises many articles with product reviews. Learn how to optimize for Amazon here.
Types of PPC Ads
With PPC you will be able to directly assess your return on investment and adapt your type of advertisement accordingly. Choosing the right type of PPC ad is crucial for a high ROAS (Return on Ad Spent).
Paid Search Ads
There are various types of PPC ads. The most popular is the paid search ad. This type of ad appears when people search for specific keywords related to a commercial good on a search engine like Google, Bing, or Yahoo. An example would be searching for “Tax Declaration Germany”. In such a case, the ads with target keywords related to tax declarations will compete with each other for a spot on the search engine. The ads will be displayed on the search engine with a little “Ad” icon. This can be seen in the picture on the right.
Other types of PPC include:
Display advertising consists of showing ads targeted at specific types of people instead of being solely based on the searched keywords. You can choose your target market based on their searching behavior and select specific websites that will display your ads. This type of ad is also more visual and more engaging, which will thus create more brand awareness. Additionally, you will be able to tweak the audience seeing your content and therefore maximize your return on investment.
Social Media Advertising
In social media advertising, you place the ads in your target audience’s newsfeed or in their social hangouts. The benefits of using PPC on social media platforms is that users can to re-share and like the content. Consequently, users are marketing your product without having to pay for PPC ads. Similarly to display advertising, you can hand-pick the viewers of your ads. However, the design of your ad is crucial for this type of campaign, since it has to catch the attention of the viewer.
With remarketing advertisements you show ads to a user that has visited your site before. This type of marketing is highly effective because it targets people who already showed genuine interest in the product or good. Moreover, by repeatedly showing them the product they searched for, you are reminding them that they need it.
The Google Shopping feature shows your products in a carousel, as can be seen on the right. Hence, it is the most efficient type of PPC ads for eCommerce sites. It gives potential consumers a sneak peek of the actual product, without having paid for the click. This means, that if users end up clicking on the product, they are much more likely to buy it because they have already compared the options in the SERP.
We recommend you to use one of these six main PPC networks and thoroughly choose the optimal types of PPC ads that match your marketing strategy. Don’t be afraid to invest in online marketing, because it definitely helps grow your business if it is done correctly. Besides, it is a highly cost-efficient way to drive traffic to your website and therefore achieve more sales.