What is PPC?
- Paid Advertisements also known as Pay Per Click (PPC) are a fantastic way to gain short term results. The way these advertisements work is by setting up a campaign that focuses on certain goals such as awareness, conversions or remarketing. Once the goals are set the appropriate mediums are chosen in order to reach the target audiences. Popular paid advertising platforms include:
- Google Ads (Search, Display and Shopping)
- Bing Ads
- Facebook Ads
PPC or Organic?
Note that advertisements are clearly marked with the Ad next to the websites name and appears above organic (non-paid results). However, just because paid advertising appears above organic results does not necessarily mean that users will click them.
A study conducted by The Marketing Science Institute found that consumers researching products tend to click on organic results first with a mixture of both paid and organic when they are ready to make a purchase.
Therefore it is vital to keep all options open when choosing a digital marketing medium and use a mix of strategies when possible. Ideally SEO and PPC should be used in combination in order to get maximum exposure. However, if a business is just starting out then PPC delivers a quicker return on investment (ROI) as opposed to SEO which can take 6-8 months to start getting results.
Who needs a shopping campaign?
Similar to search results Google Shopping also displays advertisements in the search results. It also have its own section where consumers can filter products based on certain criteria such as availability, brand and price. Google Shopping ads have a more involved setup which includes creating a feed conforming to Googles specifications such as a unique identifier, price, image, product title and Google category.
I want banners to follow people arround
This is known as display advertising. Generally website owners rent their page to vendors such as Google. This allows you to advertise on their website or choose to follow a certain type of customer.
It falls under a type of digital marketing strategy known as remarketing.
Remarketing is a digital marketing tactic that conserves ad spend and increases relevance by continuously engaging with prospects that have already interacted with your brand.
