What is PPC?
PPC is a form of online advertisement where you pay a predetermined fee each time someone clicks on your ad. This is an efficient way to get your business or product in front of people that are already interested in what you offer.
Some Major PPC Platforms
The most popular PPC platforms are Google Ads and Microsoft Advertising (formerly Bing Ads). Most marketers use the Google Ads platform in fact, it is estimated that Google Ads accounts for 78% of all PPC spending. Whereas Microsoft Advertising accounts for 22% of all PPC spending.
How Does PPC Work?
PPC ads work by bidding on keywords that people are already searching for. When someone searches for a keyword that you’ve bid on, your ad will appear in the search results. The amount you pay is determined by how much you bid on the keyword and how popular the keyword is.
Types of PPC Ads
There are many different PPC ads, but the most common are search engine ads( text ads), display ads and shopping ads.
Search engine ads
They appear at the top of the search results when someone searches for a keyword that you’ve bid on.
They appear on websites and not on search engines. These can be banner ads, video ads, or rich media ads.
Appear on shopping websites and apps. These are usually product listings with an image, price, and other information about the product you can hire an eCommerce PPC agency to achieve the best results from these ads.
PPC Management Tools
Many different tools can help you manage your PPC campaigns, but some of the most popular among top PPC management companies are Google Ads Editor, Marin Software, and Kenshoo.
Google Ads Editor is a free yet the best PPC management tool that allows you to make changes to your Google Ads account without going through the Google Ads interface.
Marin Software is a paid tool that allows you to manage your PPC campaigns across multiple platforms, including Google Ads, Microsoft Advertising, Facebook Ads, etc.
Kenshoo is another paid tool that allows you to manage your digital marketing pay-per-click campaigns across multiple platforms. It also has advanced features, such as dynamic keyword insertion and auto-tagging.
Benefits of Using PPC to Digitally Market your Brand
There are many benefits to using PPC in digital marketing strategy, including:
An Effective Way to Reach Your Target Audience
A competent PPC marketing strategy can specifically target the people most likely to be interested in your product or service. This means that you’re not wasting your time and money advertising to people not interested in your product.
Get Your Product or Service In Front of Potential Customers.
If your PPC campaign is optimized, your ad will appear on the first search engine results pages (SERPs). This means that potential customers will see your ad before seeing any of your competitors’ ads.
Cost-Effective Way to Advertise
You only pay for results. This makes PPC a very efficient way to use your marketing budget.
Help Improve Your Brand Awareness
When people see your ad and click on it, they will be taken to your website. This gives them a chance to learn more about your brand. If they like what they see, they may be more likely to remember your brand next time they need a product or service that you offer.
Help Generate Leads
When people click on your ad and visit your website, you can then capture their contact information and add them to your sales funnel. This allows you to re-target them through other marketing strategies.
Potential disadvantages of PPC marketing
There can be a few disadvantages of using PPC in a digital marketing strategy:
PPC Can Be Expensive.
If you’re not careful, you can end up spending a lot of money on PPC without seeing any results. This is because you’re paying for each click, regardless of whether or not it leads to a sale.
PPC Can be Time-Consuming
If you’re not using PPC effectively, it can take time to manage your campaigns and get the results you want.
PPC Can be Competitive
In a competitive industry, it can be challenging to get your ads to appear on the first page of the SERPs. This is because you’re competing with other businesses bidding on the exact keywords.
Why should my business try PPC marketing?
PPC is an efficient and reliable way to reach your target audience and generate leads. However, it’s important to remember that there are potential risks involved. Before starting a PPC campaign, make sure you understand the potential disadvantages and are prepared to manage them effectively.