What is PPC Advertising? Everything You Need to Know to Get Started
Imagine throwing a promotion party, decorating your place, ordering the best snacks, but failing to send out the invitation. How absurd that feels? Starting out a business, listing out products, and creating a business account on social media, but not crafting an effective pay per click ad campaign, is just like that.
PPC Advertising is crucial as it increases your brand awareness exponentially. So, what is PPC exactly, and how does it help businesses reach their audience? Let’s unfold everything.
What is Pay Per Click?
PPC, aka pay per click is a form of Ad types used to promote businesses and attract maximum traffic. In PPC, advertisers typically pay for the number of clicks their ads receive from the audience. This makes pay per click ads cost-effective for new advertisers as they aren’t paying based on an advertising package but on the results they bring. PPC in digital marketing appears on SERP platforms like Google and Bing and social media platforms like Instagram, Facebook, LinkedIn, and Tiktok.
How Does PPC Work?
Pay per click advertising appearance varies platform to platform, but the process of conducting is familiar.
- First, decide on your ad campaign types and the demographics.
- Set your target audience, age, location, and devices while choosing your budget and bidding strategy.
- Add your destination URL and build the ad.
In the case of PPC, your ads can appear in different places across the webpage, entirely following the demographics you have chosen and how you are targeting ads.
Best Platforms to Run Your PPC Campaigns
Various platforms deliver different results, so it's essential to know which one to choose to achieve the desired outcomes.
1. Google Pay per click Ads
Google processes billions of searches daily, making it the largest advertising platform for both advertisers and their audience. Perhaps this is why running PPC on Google costs more than on other platforms. As a business owner, you have decent control over where and how you want to display your ads and to whom.
2. YouTube Ads
YouTube ads are one of the most effective digital marketing strategies for promoting your business to the target audience. Under YouTube ads, you will find various ad types, including skippable, non-skippable, bumper, and sponsored ads. You can purchase YouTube ads on a cost-per-view and cost-per-click basis, meaning you pay for each ad view or click.
3. Facebook PPC Ads
With Facebook ads, your pay per click appears in the news feed, story section, and the right-hand side on desktop. Your ads can be in different forms, such as images, videos, carousels (multiple swiping pictures), slideshows, immersive, and collections. You can recognize those ads as they are labeled as sponsored at the top.
4. Instagram Ads
Instagram ads are similar to Facebook ads since Meta controls both. Similar to Facebook, Meta Ad Manager allows you to include images, videos, stories, and carousels. Instagram ads provide specific targeting options like interests and behavior, ensuring your PPC ads reach the right audience.
5. LinkedIn PPC Ads
Unlike other social media platforms, LinkedIn ads help you reach billions of professionals interested in your service. Pay per click ads usually appear in the user’s feed, allowing direct exposure. LinkedIn ads also offer targeting options, but they are based on job titles, industry, marketing types, and employers.
6. Twitter Ads
Twitter ads are mainly used to generate leads for your business, as they aren’t as crowded as other social media platforms. However, targeting Twitter, which is now known as ‘X’, is easier since it’s less competitive. You can promote tweets, your accounts, trends, website, or the business application.
What are the Types of PPC Ads?
Here are the different Pay per click ad types to determine which one to choose for your business.
1. Search Ads
As you know, Google is the most popular search engine, and choosing the search ads is the smart move you can make. Whenever the query is explored on a search engine, the search ads are usually in text, whether at the top or bottom of the result page. PPC search ads are tagged as ‘sponsored or ads.’
2. Display Pay per click ads
Display ads are visually appealing ads including images, videos, and other compelling graphics. This ad type is popular amongst business that uses websites, apps, and YouTube to promote their products and services. Display PPC ads are greatly effective for brand awareness, driving traffic, and lead generation.
3. Video Ads
Ads are usually a big inconvenience. However, with video ads, audiences are prone to glance at them at least once. Video pay per click ads are seen across webpages and social media platforms like Instagram, Facebook, and LinkedIn. Video ads are wow when you want to attract your audience through an emotional setup or deliver an important message.
4. Remarketing or Retargeting PPC Ads
Retargeting ads are created to attract users who may have previously visited your website but did not make a purchase. Retargeting ads are like a reminder to those users to complete the desired action to be converted into a customer. These ad types can be represented as display ads, search ads, video ads, and social media ads.
Conclusion
Whether you are starting out or have been in the business game for ages, PPC Advertising, along with SEO services, helps you need to expand your business’s online presence. Pay per click is the standard and most popular ad type that helps brand owners reach their audience based on their preferences. Now that you know what PPC is and the different platforms to run pay per click ads, you can start today with your brand promotion.
When you start with PPC in digital marketing, you need to create a Google Ad account that also provides detailed insight into your ad campaigns. With the Google Ad report, you can understand how well your ad performs and track results.
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