If you’re looking for other effective online marketing methods to expose your business or brand to interested customers, PPC or pay-per-click marketing is a strong option. PPC is an inbound marketing strategy where a business or advertiser runs ads on platforms like Google and pays a fee every time the ads are clicked.
To be more specific, the business pays to have their website on the search engine results page (SERP) to bid on the perceived value of a click based on keywords or phrases that users type on the search engine. When you know how to use PPC properly and maximise its capability to generate leads, it can bring successful ROI.
Here are a few interesting statistics about PPC:
- According to Statista, search ad spending is estimated to reach US$191 billion by 2024.
- Mobile devices account for 50% of all clicks on Google Ads.
- 65% of small to mid-sized businesses rely on PPC campaigns.
- 50% of users who click on PPC ads are more likely to buy something than organic visitors.
- The most effective social ad format is video according to 32% of advertisers. This is followed by image ads (26%), Instagram stories (23%) then carousel ads (19%).
Types of PPC
There is a range of PPC ads that you can choose for your business. Each type of PPC ad has its own unique benefits and can be effective depending on the goals of the campaign and the target audience. The most common PPC types are:
- Display Ads
These are visual ads that appear on websites across the internet that are part of a network of websites that have partnered with an advertising platform such as Google Ads. Display ads can come in various sizes and formats, such as banner ads, image ads, or even video ads, and are used to build brand awareness and drive traffic to websites.
- Search Ads
These are text-based ads that appear at the top of search engine results pages (SERPs) when users search for specific keywords. This is the most popular type of PPC advertising. - Shopping Ads
These ads show up on Google’s Shopping tab and display product images, prices, and other relevant details. They are ideal for eCommerce businesses that sell physical products and want to showcase their inventory to potential customers. - Video Ads
These ads appear on video platforms such as YouTube and are a great way for businesses to showcase their brand and products through video content. Advertisers can target users based on interests, demographics, and other factors. - Social Media Ads
Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer various types of PPC ads that allow businesses to target users based on their interests, demographics, and behaviours. Social media ads can come in various formats, including image ads, video ads, carousel ads, and more.
How can PPC help your business?
If you’re still having second thoughts about using PPC, here are some of the powerful benefits it can provide your business:
- Increased visibility
PPC ads appear at the top of search engine results pages, giving businesses greater visibility and exposure to potential customers. - Targeted advertising
PPC allows businesses to target their ads to specific demographics, locations, and interests, making it easier to reach their ideal audience. - Cost-effective
Since businesses only pay when someone clicks on their ad, PPC can be a cost-effective way to drive traffic and leads. - Measurable results
PPC platforms provide detailed analytics and reporting, allowing businesses to track the effectiveness of their campaigns and adjust their strategy as needed. - Flexibility
PPC campaigns can be easily modified and adjusted to respond to changes in the market, customer behaviour, or business goals.
How to develop an effective PPC Strategy?
Many marketing practitioners want to achieve developing a successful PPC ad for their clients. Here are the things you need to keep in mind to help you put up an effective campaign:
- Define clear goals and KPIs
Before starting any PPC campaign, it’s important to define your goals and KPIs (key performance indicators). This will help you track your progress and determine the success of your campaign. - Identify your target audience
Before creating your ad, it’s important to understand who your target audience is. Who are you trying to reach? What are their needs and pain points? What motivates them to take action? - Conduct thorough keyword research
Keyword research is the foundation of any successful PPC campaign. You should identify the most relevant and valuable keywords for your business, based on search volume, competition, and relevance. - Craft a compelling ad copy
Your ad copy should be concise and engaging. Highlight the benefits of your product or service, and include a clear call-to-action (CTA) that encourages users to click. - Optimise your landing page
Once users click on your ad, they should be taken to a landing page that is relevant to the ad they clicked on. Make sure your landing page is optimised for conversions, with a clear value proposition and a prominent CTA. - Monitor and adjust your campaign
PPC campaigns require ongoing monitoring and optimization. Use data and analytics to track the performance of your ads, and make adjustments as needed to improve their effectiveness.
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