PPC marketing - Is it the right option for you?

WHAT IS PPC?

PPC is a complex internet marketing channel. In this model, digital marketers don’t pay for impressions or placement of ad. They pay only when their placed ad is clicked by any user. This channel is adopted to increase traffic and conversion rates. As simple as it sounds, PPC brings large complexity which can be handled effectively if smart strategies are made.

Many questions might arise in your mind as what this PPC can benefit or how to utilize it to the fullest. Here you will find all possible answers to your questions. So, let’s start.

HOW DO THESES PPC ADS LOOK LIKE?

TEXT ADS

The most common PPC ad format are those which appear on result pages of search engines like Google.

These ads target specific keywords and thus on basis of performance and bid amount appear on the top of result pages. The ad contains a text composed of written copy including targeted keywords.

This is how a text ad looks like:

DISPLAY ADS

Display ads deliver message in form of image or motion graphic. Platforms offering space for such display ads have specific requirement of size and content which must be kept in mind.

Display ads are strategically placed on websites where advertisers’ target audience are likely to visit.

SHOPPING ADS

These are the ads which appear on search engines when any user types any query with a buying intention. Shopping ads display the image, description and price of the product.

This is how a shopping ad looks like:

MAJOR PPC PLATFORMS

Some core platforms that offer space for PPC text, display and shopping ads :

1. GOOGLE ADS

Google’s primary PPC advertising platform is called Google Ads. Google offers PP advertising facility on its search network as well as search partner sites. Advertising on YouTube is available through the Google Ads platform.

2. MICROSOFT ADVERTISING

Microsoft Advertising (formally known as Bing Ads) is Microsoft’s PP advertising platform. This platform shows PPC advertisements on its search engine – Bing.com and partner sites such as Yahoo.com.

3. AMAZON ADVERTISING

Amazon empowers advertisers to create display ads and shopping ads focused campaigns through which advertisers can promote their products on Amazon’s shopping network.

QUESTIONS TO BE ANSWERED BEFORE YOU GO FOR PPC MARKETING

Q. What is the conversion goal?

Ans. Plan a expense budget and matching with the conversion goal is the basic requirement.

Q. What is your budget?

Ans. PPC will not fetch instant results. You should be ready to spend some amount of money without expecting return at the initial stage.

BENEFITS OF PPC MARKETING

1. Speed – If the PPC campaign is managed and run effectively, it can bring huge traffic in short span of time. PPC is one of the fastest digital marketing strategies.

2. Precision – Targeting audience can be highly specific in PPC marketing. A more accurate target audience can be selected for displaying your ad.

3. Agility – Feedback and performance data is immediately available and thus changes and improvements can be made in the advertisement to run successfully.

4. Measurements – Results of PPC marketing can be easily measures and thus success of an ad and ROI rate can be interpreted effectively.

Along with these amazing benefits of PPC comes some drawbacks too.

DRAWBACKS OF PPC MARKETING

1. Cost- As PPC runs on auction model, more competitive industries have higher costs.

2. Volume- PPC marketing often depends on the volume of search made by the users for your products or services. These can fluctuate and might not generate expected traffic.

What type of PPC Ads suit your Business?

Its important to understand where your business currently falls in the conversion funnel to strategize best PPC campaign. PPC ads must align with your marketing strategy and goals.

TOP-OF-FUNNEL

To drive attention and create awareness, PPC ads on Display networks are the best option. This aims at targeting at capturing attention of potential consumers. Attractive graphics and motion pictures can impact a user’s mind and can create a long lasting image of your business. At this stage users might not intentionally search for your product category but might remember you when sees an involuntary display ad. Although the average cost-per-click is lower in display ads, the quality of traffic driven is not as good as intention-based search network ads.

MID AND LOW-FUNNEL

As now the potential consumer is searching for specific requirement, search network ads and shopping ads can justify the solution. Search network and shopping ads traffic is much more expensive than display ads, the quality of traffic is good. As the stage is much lower in the funnel, the clicks have the potential to convert.

So, wrapping up now we can say that though PPC involves high cost initially, careful management and considering the right option according to the business stage can fetch extraordinary results with much faster pace.