Pay-Per-Click (PPC) Advertising.
What is it?
PPC advertising or Pay-Per-Click advertising is simply a business advertising to a selection of users and paying for every time a user clicks on an ad. It has become synonymous with Google advertising but in fact relates to any type of advertising involving paying for a click which includes the vast majority of ads platforms. In fact certain Google advertising is not actually PPC but can be done on a cost per conversion or viewable impression basis.
We are a Google advertising agency, we have experience on many different platforms and have spent millions in advertising on Google. So we know a thing or two about how to get great results!
Google Search Ads.
When someone asks us about running PPC ads, more often than not they are referring to Google Search Ads. One of the oldest paid media platforms and its still going strong! When a user searches in Google for a certain keyword, it gives them the ad that is targeting that keyword. Whilst interfaces, capabilities and names have all changed (goodbye Adwords hello Ads), the targeting has remained the same (mostly)- you create a number of ads that are targeting a set of keywords in the hope that a user clicks on it, at which point you pay. The costs of each click can vary especially when looking at popular, single or small phases, which is where you hear a number of marketers talk about long tail keywords. These types of keywords are essentially longer phrases which are more targeted and thus more likely to convert with a lower cost per click however the volume is much lower so a combination of both types of keywords is often used to get volume and clicks.
Importantly, the top Google Search Ads appear above the traditional organic search results. It takes a lot of time and effort to achieve a top spot, so opting for ads can save large amounts of time. With billions of searches across Google EACH DAY there is someone looking for products or services you provide so why not jump to the top of the search results page with paid advertising?
Google Display & YouTube Ads.
Google Display Ads are image or video ads that are promoted across the Google Display Network, which is a collection of millions of websites all available to promote ads. These are different to video ads on Google which is the placement of video ads primarily across YouTube. The type of ad can be chosen such as skippable or bumper ads (6 second non-skippable ads at the beginning of a video). Similar to Google Search Ads, the objective of the campaign can be to drive conversions or sales however with display or video advertising we have a further two options of brand awareness and brand consideration. Another difference to search ads is the delivery method, rather than a user’s search term dictating when the ad is shown, the user is targeted specifically through elements such as marital status, interests and lookalike audiences. To explore visual ads, why not get in touch now?
Google Shopping Ads.
If you have an ecommerce store then Google Shopping Ads should be on your radar. If you’ve ever conducted a search on Google and seen a list of products along the very top of the results page, that’s Google Shopping. This type of advertising is extremely clever in that Google promotes the products to search terms that relate to the product content so rather than the business selecting the keywords to rank for, Google does this work. This does mean that the products need to be optimised for the right keywords – which is where we come in completing keyword research and recommendations that help the products appear for the right search terms. The initial setup (creating a Google Merchant Account, linking the website and Google Ads account to it) can be a lengthier process than other ads however the results can be worth it and the on-going maintenance is often less than other channels. If you’d like to progress your ecommerce store then let’s talk about Google Shopping.
Google App Ads.
If there’s an app for that then there’s an ad for that. To make marketing your app easier, Google has created app ads which automatically places your ad in front of the right audience to drive either in-app actions such as revenue or app installs. You choose the budget, target cost per install, location and language then upload your creative and text and let Google do the rest! If this is something you would like to explore then please get in touch and we’ll be happy to help. We can help you grow your app audience and reach your business goals.
Bing (now Microsoft) Ads has it’s own network which includes Bing, Yahoo! and AOL. Whilst it makes up only 11% of search queries it can reach a different audience.
Reddit has been adopted strongly by Gen Z of which 82% trust the platform when it comes to learning about products or brands.
Quora is founded on the basis of QUestions OR Answers by its users. Whilst it is similar to Google Search Ads you can have different targeting.
Ready to increase your revenue?
There are many Pay Per Click advertising platforms beyond these listed however the above covers the vast majority of platforms relevant to the UK. With certain configuration and research requirements needed to launch a successful ad campaign similar across channels, we are able to offer particular discounts as the same work is not needed twice. If you’re looking for an omni-channel marketing strategy that incorporates multiple platforms then do get in touch and together we can take your marketing to the next level.