So, what is pay-per-click?
Pay-Per-Click (PPC) is a digital advertising model where advertisers pay each time their ads are clicked in the search engine results pages (SERPs) of Google, Bing, or on affiliate sites. There are three main ways to obtain paid traffic through PPC that we will cover today – paid search, display ads, and remarketing.
Paid search ads appear on search engines (such as Google) whenever someone performs a search. These text-only ads appear at the top of the page above all other search results.
Advertisers anticipate the words and phrases their audience will use to find their product and places a bid on various terms through the Adwords or Bing platform. Text ads are then triggered when these keywords or phrases are used. When someone clicks on the ad and visits their website, the advertiser is then charged for that single click and website visit.
What do paid search ads look like?
Creating ad copy is where advertisers have to get creative in order to use just the right messaging to entice someone to click and take a desired action – all within 80 characters!
Both organic and paid listings to appear on the results page, but in different locations. Here is a diagram of a search engine results page that highlights the positioning of paid vs. organic search results. Can you imagine your company’s ad amongst the top rankings of Google’s results pages? An effective PPC campaign can help you get there.
I have also seen image ads on the internet, what are those?
Digital advertisers can create banners which are image based ads. There are several strategies to determine where these ads are placed. You can choose specific websites, website topics, or even target audiences based on their internet habits. It is a best practice to target websites and consumer behaviors that are relevant to the business, product, or service you are advertising.
At Serendipit, we bring the client’s brand to life through display ads and strategically placing them in front of a relevant audience to increase their brand awareness tenfold. Display ads are a great tool for increasing online exposure and also aid in the lead generation cycle. We often find that display ads play an important role in converting our audience into customers.
There are some online ads that follow me everywhere! How do they know what websites I have been to?
Let’s say you visited Best Buy’s website and are navigating through their TV section and are considering making a purchase. You decide you are not ready to buy just yet, leave Best Buy’s site, and continue browsing the internet. In order to bring you back to the site and give you another opportunity to buy that TV you were eyeing, Best Buy will serve you a retargeting ad as you continue to browse the internet.
In the consumer’s eyes, retargeting ads appear identical to display ads. However, advertisers know that retargeting ads are strategically shown to users who have previously interacted with their brand.
Is PPC right for your business?
Pay per click campaigns are a very powerful lead generation and brand awareness tool for businesses of all sizes. Unlike SEO, PPC allows you to see results almost immediately after you’ve created campaigns, researched keywords, and setup your account for success. Advertisers love that most PPC campaigns can accommodate budgets both large and small and be flexible to meet business’ needs.
If your business is interested in ramping up its PPC advertising, Serendipit is here to guide you through the digital marketing space.