Overview

Online marketing is the most accessible approach when you want to improve your business reach. There are different digital marketing strategies available. You can boost your online visibility with Search Engine Optimisation (SEO) or create video reviews and blog posts to push out your products and services on your website and social media pages.

At some point, you may have come across ads on your search engine results. These sites are banking on pay-per-click advertisements. It is one of the many online strategies you can opt to reach the right target audience.

Pay-per-click advertising is gaining attention among business owners. Read on to know what makes a good pay-per-click strategy.

Pay-Per-Click (PPC) advertisement

Pay-per-click or PPC is the most common and useful paid ad campaign online. Business owners prefer this advertising approach because it does not only improve traffic but also provides consistent page visits to their websites. It is easier to measure and track, and can help push up your rankings on search engine results pages.

PPC basically means that you will pay every time a user clicks on your ad. You can set up a pay-per-click advertising strategy via Google AdWords if you want to target the search space with Google Ads or Google Shopping Ads. Other options outside of search include Google Display Ads. Beyond Google, you can also conduct a PPC campaign on Bing.

There are several types of PPC advertising you can explore:

#1. Paid search marketing

This refers to ads that appear on search engine results pages. Users can see this ad if they key in a search query related to the ad.

#2. Display advertising

Display ads refer to banner ads on websites or social feeds.

#3. Social media marketing

Social media marketing entails ads created for social media platforms such as Facebook and Instagram.

#4. Retargeting/remarketing

These are ads that appear on your screen when you browse Google or its partner websites, displayed to you based on your online behaviour after you have left a particular website.

PPC bidding overview

PPC bidding is like auction bidding. Similar to social media marketing, search advertisers compete on who can be the highest bidder for a click. The highest bidder will have his/her ad shown when a customer searches for a particular keyword. The catch is you will not know how much your competitors have bid.

You must think about how much you are willing to pay for every ad click. You may wonder why your paid ad is not showing after choosing a specific amount. If your competitor’s bids are higher than yours, they have a higher chance of having their ads displayed and clicked.

Be wise when deciding on your bid amount. Many advertisers feel their ads will have a higher chance of appearing if they increase the bid amount. However, you may not have enough budget to cater to the number of clicks you will eventually get.

Advantages And Disadvantages Of Using PPC

PPC, just like other digital marketing strategies, has its set of advantages and disadvantages.

Advantage #1: PPC advertising is cost-efficient

While you must gamble a reasonable amount for the bidding, it saves more time and money compared to other advertisement methods, such as print or TV. Despite the competition, your bid amount will let you secure an ad space on the search engine results page that will lead you to the right audience.

Advantage #2: PPC advertising lets you track the effectiveness of your campaign

The success of a PPC ad is more measurable than other offline ad strategies. You can analyse whether your investment is meeting your goals. This can be done by tracking your ads’ movements, conducting A/B testing with different bid amounts, ad copies and perhaps visuals, and studying which ads draw the highest and lowest traffic.

Advantage #3: You have complete control of your PPC campaign

As a business owner, you should note which time of the day your customers are active online and what search engines they frequently use. In this manner, you can plan the time, websites and amount to invest for each advertisement. You can also pause campaigns by yourself whenever the need arises.

Disadvantage #1: Danger of
spending more and converting less

Advertisers may risk investing too much and not converting as well as they expected. The goal of your PPC campaign is to reach more targeted audiences with your product or service, and get them to convert, be it a page visit, lead generation form submission or a direct sale. Having fewer than expected conversions with your current PPC expenses may not be worth the investment. Oftentimes, this has to do with the way the strategy is planned – working with an experienced PPC strategist can help you reap the best from your marketing budget.

Disadvantage #2: Your ad relevancy score may be effected

Customers also have the choice to limit their access to an ad. For instance, users on Google and Facebook can choose to hide ads for several reasons. The most common reason is that the ad is not relevant. This may affect your ad relevancy scores, which can reduce the frequency of your ads shown on the platform.

Summing up

Before setting up a PPC advertising campaign, you must identify your marketing needs, the amount you are willing to pay, and the market you want to target. This will determine the success of your ads. If you are new to PPC, you can trust an experienced digital marketing agency to help you.

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