GOOGLE ADS – PAY PER CLICK MARKETING: EVERYTHING YOU NEED TO KNOW ABOUT PPC
Google Ads – Pay Per Click Marketing: Everything You Need To Know About PPC
What is pay per click marketing? It is well worth the money? Does it really produce profitable results? When it comes to pay-per-click (PPC) advertising, most people have many questions.
The business world is full of old stories (for example, “business is not personal” really?), But some of these clichés are really successful. For example, a classic business saying is quite in suspense: you can’t make money without spending money first.
This axiom is absolutely true and is something that we sometimes have to remind customers when they will spend a couple of millions of dollars on a great team, but they don’t want to spend a penny on marketing. Building your business is an investment and you will never see the reward without investments of time and money in marketing.
For many companies, PPC marketing is an essential part of that investment and, in this post, we will review everything you need to know to get started.
What is pay per click marketing?
PPC means ” pay per click “. PPC advertising platforms allow you to create content, show it to relevant users and then charge you for specific actions taken in the ad. In many cases, you will pay for the clicks of ads that take users to your site, but on some platforms, you can also pay for other actions such as impressions, video views, and site commitments.
PPC advertising is an incredible opportunity to give your company an advantage by putting your brand and its products in front of interested users who may never have found it otherwise. As expected, it can be an irreplaceably valuable tool to create brand awareness, generate leads and generate conversions.
Why can’t I simply rely on organic search?
No matter how incredible your business is, how optimized your site is or how much your customers want it: if it is not a mega-corporation like Coca Cola or Adidas, you are likely to have difficulties to appear. At the top of the search engine results page. This is especially true if you are trying to rank for highly competitive searches where customers are looking for specific products.
That said, you should absolutely optimize your site for search. However, excellent search optimization cannot compensate for the type of total exposure that pay-per-click advertising can provide. Especially because your competitors will use the platforms, even if you are not. That in itself is worth the financial investment.
What are the most popular PPC platforms?
Even if you still have your head wrapped in the PPC concept, I guarantee you are very familiar with many PPC platforms, each of which has its own unique benefits and best uses. The two largest PPC platforms are:
- Google AdWords or Google Ads, where ads are shown to customers based on their searches. The best value of Google Ads comes from showing the content of your ad to users who are actively looking for what it has to offer and are more advanced in the purchase cycle.
- Facebook Ads, which has an unparalleled segmentation system (and also allows you to advertise on Instagram). Facebook Ads has two main strengths: retargeting based on segmented marketing and custom audiences and the ability to present your brand to customers who didn’t know they wanted it. Google Ads has to do with demand collection, while Facebook ads have to do with demand generation.
There are also many other PPC platforms, many of which exist on social networking sites. These include:
- Twitter Ads
- Promoted Pins
- LinkedIn Ads
- Quora ads
- YouTube Ads (which are technically part of the Google Ads system.)
Many companies like to stagger their investment in ads between different ad platforms to get the greatest possible benefits from each. Almost all pay-per-click campaign platforms (and certainly each one listed here) use an auction system.
Why does PPC advertising involve auctions?
Almost all PPC platforms use an auction system. Advertisers will choose an “offer,” the amount they are willing to pay for a single action (such as a click), which will influence the number of placements their advertising campaigns get.
The fact of the matter is that there are only so many locations to deliver. The offers match the playing field in some way, allowing those who are willing to pay more to get those positions. It doesn’t hurt that this helps PPC platforms earn as much money as possible.
However, some platforms take more than just an offer about obtaining a location.
Facebook ads and Instagram ads take into account the relevance and commitment of the ad. Ads that get good results receive a higher relevance score and receive more impressions at a cheaper price than low relevance ads. Similarly, Google Ads assigns ads a quality score based on factors such as the relevance of the keywords and the quality of the landing page that can affect the amount you pay for each click.