Pay per click advertising, often shortened to PPC, has become a vital component of many companies’ marketing strategies. Unlike, techniques such as search engine optimisation (SEO), PPC is a way of purchasing visits to your website, rather than achieving them organically.
Many businesses use a mix of SEO and PPC advertising to grow their brand, generate leads and, boost profits.
As the field of digital marketing develops, the world of PPC is becoming more complex. And with this complexity comes an ever-growing list of advertising options open to businesses. To help you understand what sort of PPC might work for your brand, we have put together a list of PPC types below.
Search engine advertising is the most used type of PPC with Google ads the most purchased by advertisers due to the popularity of the site with the general public. Yet, Bing ads (now Microsoft Ads) is another option becoming increasingly popular that works well for many advertisers.
So how does search engine advertising work?
When a person types in a keyword relevant to your product or service, your ad shows up at the top and bottom of the search engine results page.
You manage Google ads using the AdWords interface, through which you can create ad campaigns. These campaigns are created by researching relevant keywords that align with your brand. Targeting in this way will help to capture high volumes of relevant search traffic.
One of the best things about search engine pay per click is the speed it could put you above competitors. These competitors could have taken considerable time earning organic rankings.
Display advertising is a way of getting your products and services seen on the websites of Google partners. Indeed, these partner company websites are legitimate and popular. They are found all over the internet, meaning that your brand will have a high chance of getting noticed.
Like search PPC, display PPC can target specific demographics and keywords. As well as being able to specify your target market when setting up your advert, you can select a particular industry website to display your goods and services. This tactic can, thus, help you to get the most out of your money.
Remarketing is something many of us encounter every day without even realising it. If you’ve ever browsed a particular brand’s website and then come across lots of adverts for that brand on other websites, then you have experienced remarketing.
The logic behind remarketing is that it will entice web users back to a particular website and convince them to make a purchase. Since it only targets people that have already visited your site, remarketing PPC is often beneficial and can boost conversion rates.
Social and Video PPC
Last but not least, social media and video forms of PPC are great for businesses hoping to connect with their customers via LinkedIn ads, YouTube ads, Facebook ads, and other sharing environments.
One of the best things about advertising on these platforms is that campaigns are straightforward to set up and can be tweaked according to what demographics you want to reach. What’s more, you do not need a significant social media presence in order to run successful PPC ads. You just need an account and a shareable message that will pique the interest of users.