Ranking high in the search engines is not easy and competition on the web continues to grow. Pay-Per-Click advertising makes it possible for any size or type of business to compete online. PPC advertising is an advertising strategy where businesses can create ads and pay a pre-arranged fee each time the ads are clicked. Ads are shown based on the keywords and search engine results or on social media platforms. The most common types of PPC advertising are through major search engines, such as Google AdWords and Bing Ads, and top social media platforms such as Facebook, Twitter, SnapChat and LinkedIn.
Any business can benefit from implementing a PPC advertising strategy to build its web presence. For a successful PPC campaign, you need to identify keywords relevant to your services or products, understand your demographics or target audience and develop a strategy that will attract the right prospects and drive them to your landing pages. Advertising on search engine results pages (SERP) can offer great return on your digital marketing investment. Search engine marketing (SEM) offers your business the opportunity to advertise to the users who are most likely to convert to paying customers.
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Of clicks go to the top 3 paid listings on search results
Of people can’t tell the difference between paid ads and organic results
Mobile searchers call a business straight from Google Search
Dramatic increase your brand awareness through PPC
PPC, also called paid search advertising, is part of search engine marketing (SEM). In tandem with SEO, they are the two most effective ways to attract or target people using search engines (Google, Bing, Yahoo, Facebook) to look for specific services, products to buy or to find information. The concepts of PPC Search Engine and PPC Social Media allow businesses like yours to reach the targeted audience the fastest way by specifying who will see the ads, either through specific keywords or specific demographic characteristics, and you only pay when someone performs an action or clicks on your ad. Learning to leverage the strengths of both search engine and social media PPC will effectively generate positive return on ad spend. Understanding the difference and when to use each platform will increase visibility and decrease cost.
PPC Search Engine Advertising
This type of PPC uses the most popular search engine platforms, Google and Bing, seeking to take advantage of a user’s need for demand fulfillment because they know exactly what they’re looking for and are already actively looking for the services or product that businesses like yours offer when they visit search engines. The major platforms
PPC Social Media Advertising
PPC on social media channels like Facebook, Instagram and others are used to generate demand. Social media is an ideal place to introduce your brand, services or products to a connected and active audience. As they scroll down their newsfeeds, they discover your business. Social PPC also has the ability to engage users that could turn into a lead or a sale. It could also be in the form of a Share, Like, re-Tweet, Follow, etc.
Measurable Return on Ad Spend
Analytics tools allow you to measure the traffic, revenue, cost per lead, number of leads, click through rate, etc. Social metrics should include new followers, comments, likes, retweets, channel views, bounces and subscribers, as relevant to your social media platform. When it comes to PPC, your growth rate is a more important metric.
Click Through Landing Pages
Designed with relevant information to compel visitors to click through and perform necessary action. The two components of Quality Score are ad relevance and landing page experience. The first one is how closely related your keywords are to your ads. The second is how your landing page is directly relevant to your ad text and keyword and how fast the page loads.
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