- Google Ads
- $240 setup fee
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
Search advertising is the process of target specific keywords that customers use during search in order to promote landing pages (this can include existing websites or specific landing pages for a campaign).
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.
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.
Unlike the others display advertising doesn’t actually appear in the search engine results (such as Google or Bing search) instead advertising providers (like Google) have agreements with other website to display image advertising on their website. These advertisements are usually best suited for awareness campaigns.
Even big companies like eBay use the Google platform to monitize their websites, allowing advertises to reach large audiences.
Unlike the others display advertising doesn’t actually appear in the search engine results (such as Google or Bing search) instead advertising providers (like Google) have agreements with other website to display image advertising on their website. These advertisements are usually best suited for awareness campaigns.
Even big companies like eBay use the Google platform to monetize their websites, allowing advertises to reach large audiences.