Pay Per Click advertising can be an effective way for businesses to advertise their services and products online. With the widespread use of search engines and social media platforms, there is huge potential for reaching large audiences with targeted advertising.
Pay per click advertising works by displaying ads that you have created in certain places on a page. If you are using search engine ads, these will show up at the very top of the search results page. If you are using social media platforms to advertise on, then ads will show up in between posts and stories. The reason it is called “pay per click advertising” is because you pay each time someone clicks on your ad, rather than for a certain time or number of views. This is great for businesses as it avoids wasted funds being spent on ads that were scrolled straight over.
Advantages of pay per click advertising
PPC ads are beneficial to businesses in many ways. Not only do they allow for greater exposure than traditional advertising, but they also allow for much better targeting. With in-depth features that allow you to very specifically refine who the ads are shown to, it makes leads much higher in quality. In turn it can produce a very good return on investment compared to most other forms of paid advertising.
What’s more is that you can even specify where the ads show. Some areas are shown to be more effective at converting, so ideally ads will only show in these page areas. With most PPC ad managers, you can easily select exactly where the ads get placed. You can place them within post sections, on search results pages, or even on other peoples’ websites.
As previously mentioned, they are also very good value for money if run correctly. Once you have a solid campaign in place, PPC ads will run for a low price, especially when compared to traditional mediums such as TV, magazines or billboards.
There’s a wide range of ad platforms to suit a variety of needs. We will discuss these with you in our initial marketing meeting to determine which is best suited to your business. For now here is a brief overview of each.
Google AdWords is the most popular search engine advertisement channel. With over 3.5 billion searches every day on Google, it’s safe to say that you can target your audience here!
If you’ve ever noticed how the very top search results appear differently to the rest, this is because they are ads. This is the section that your adverts will appear on and is where you will compete with other businesses for the top spots.
The placement of your ad depends on several things, including your keywords, the bid price and your “Quality Score”. Google will use a combination of these to determine how high your ads will be shown.
Selecting the correct keywords is crucial to a successful campaign as your ads will be shown when those specific terms are searched for. Keyword research needs to be done in order to make sure they are relevant and worthwhile for your business.
The bid price refers to how much you are willing to pay per click of your ad. Different keywords have different average prices and how much you are willing to pay will largely depend on your budget and how much an individual lead is worth to your business. The higher your bid amount is, the more likely your ads are to be shown over other business’s ads.
Your Quality Score is given to you by Google based on the relevancy of your ad. They will check if your ad is relevant to the keyword you used and if your landing page content is relevant to your ad. Again, the higher your Quality Score, the more likely your ad is to be shown over others. A good Quality Score also means that you may not have to bid so much per click.
If Google decides that your ad will be shown, then it is placed at the top of the search results page when people search for your keywords. You will then be charged per click of your ad.
Facebook Ads/ Instagram Ads
Facebook ads and Instagram ads are run from the same campaign manager and are created in exactly the same way. Both platforms offer a range of places for your ads to be displayed, depending on what works best for your business. Most commonly, ads will be shown within the timeline or newsfeed, or in between stories.
There are various ways to set up ads in the Facebook Manager, allowing for very specific ad campaigns. You can choose from a range of objectives, which will tell Facebook to focus on achieving specific outcomes. Objectives include Brand Awareness, Engagement, Conversions and Catalogue Sales.
Facebook and Instagram ads work with a bid system, meaning the higher that someone bids for a click, the more likely it is to be shown. There are several bid tactics that you can choose from, depending on which objective you go for. The Facebook ads manager will automatically use the lowest-cost bid strategy, helping to make it an incredibly affordable and potentially profitable system.
In order to make good use of your budgets on Facebook and Instagram, businesses should make sure that they are targeting specific audiences. Thanks to Facebook’s data, these platforms are extremely effective at targeting certain users based on a huge range of qualities, including likes, interests, professions, location, age and much more.
Facebook and Instagram ads are a great way to reach more of the right people when advertising online due to this data and the fact that so many people are active on these platforms. As a result of this, combined with how affordable they are, Facebook ads are one of the best pay per click advertising options that every business should be using.
LinkedIn ads are key for those businesses who focus on B2B marketing. With so many businesses using LinkedIn, it’s a great way to spread the awareness of your products or services.
Like most platforms, LinkedIn ads work by using a bid system. The LinkedIn Manager also provides you with many ways to refine and target a specific audience. This gives businesses a good opportunity to create high performing ads that will see a good return on investment.
Thanks to LinkedIn being a career-based social media platform, many users will be in the “working” mindset whilst browsing the site. Unlike some other platforms, users are more likely to be interested in what you are offering and are less likely to mindlessly scroll past. For B2B marketing, this is a great advantage to have as it helps to increase conversion rates and keep your ROI high.
LinkedIn ads provide great opportunities for B2B marketing that can help businesses to skyrocket lead generation and sales. If you are interested in having an effective LinkedIn ads campaign set up for your business, get in touch with us today or head to our Digital Marketing Packages page to see what strategy fits your needs.
How can we help your business with Pay per click advertising?
Pay per click advertising is a fantastic way to affordably promote your business, increase leads and boost sales. Whether you want to advertise on search engines, social media pages, or B2B social media, our Digital Marketing Packages can provide your business with a comprehensive campaign strategy. In a digital world like today, it is key for businesses to take advantage of online marketing. With so many people on the internet every day, there is an endless possibility of reaching new and existing customers in engaging and interactive ways like never before.
For more details on what our Digital Marketing Packages provide, view our overview page here.
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