Many people seem to have some confusion around this aspect of internet marketing. According to Google, there are a lot of users asking, “What is pay per click marketing?”
Pay per click marketing is exactly what the name implies. You, as the marketer, would run an advertising campaign and you would pay a certain amount for each time your ad is clicked.
There are different types of ads to choose from and, as is with all aspects of marketing, different strategies you may or may not employ.
Pay per click marketing is often referred to as PPC.
Different types of pay per click marketing you can consider when building a campaign are:
Again as the name implies, these are ads with a simple text message, no images or graphics added. The most common place you will see this type of pay per click ad is on search networks. Search engines work well for text ads because they look very similar to the organic search results.
The great thing is, you get a great placement at the top of the search results because you are paying for it.
Here is a sample of text ads from one of the popular search engines.
The 4 listings at the top of the search results are text ads, the red box I added to show you the ads, otherwise, they look very similar to the organic results listed. The red arrow indicates there are more ads on the right, with the text ads being further down the page. You can see those below, as well.
Product ads are also regularly placed on search engine networks when they return search results related to the products in the ads. They are often to the right, as seen in the first image above. Most product ads will include an image of a specific product and will link directly to the product page.
This search for small kitchen appliances on Google returns six specific product listings.
We have all seen banner ads, since our first time online. Maybe not as many as we see today, but they were there. Banner ads come in many shapes and sizes. Sometimes you find them at the top of a page you are viewing and other times down one side or the other. As a matter of fact, there is one banner ad on the right side of this page, although not a PPC ad.
Here is a banner ad you might see when browsing the web. I found it on CNN along with several others, from “Donald Trump” to “Try Periscope.”
A little more on how it actually works
Everyone knows Google and for good reason, Google is the biggest player in the search game. Heck, they are even the term people use when referring to online searches. “Just Google it” or “I Googled it” are very common phrases today. However, there are others to be considered.
Bing and Yahoo are the next two if you were to rank search engines by the percentage of searches done. Although, they are actually one, not two. This partnership has been active for quite some time and the contract was renewed in 2015 with a few changes to the original agreement.
I don’t want to get too far off course so let’s leave it at this, both Bing and Yahoo search run on the same Microsoft search algorithm.
Social media platforms like Facebook, Twitter and LinkedIn also offer PPC advertising.
When creating a PPC campaign on Bing or Google you can choose to run a search campaign, a content campaign or a combination of both.
Search campaigns are like the ads shown in the screen shots above. Ads are returned based on the keywords chosen in the campaign that are relevant to search queries done on Google and Bing.
Content campaigns display ads on websites based on the interests of the web surfer. Have you every purchased something online or just looked for something and all of a sudden you start seeing ads for that product all over the web?
It’s not like when you buy a car and then start noticing the same type of car more than you ever did before. When you see the ads online it’s because there are targeted for you, based you your web activity.
Not only are you able to have the search engines target people based on interest, using keywords and history but you are able to further define your target. You can target ads at particular demographic or even a particular geographic location.
There are times when I would say you should definitely go for PPC campaigns, #1 being when it is time to scale.
If you have a page or post that is doing well with free traffic and you are converting the traffic to sales at a good rate, then it is time to scale. Going with a PPC can increase the traffic and will pay for itself if you maintain your conversion rate.
I also like to use PPC for testing different ads for best click through rate or testing landing pages for conversion rates. On most platforms and networks you can run very low daily budgets or overall campaign budgets. Of course, the lower the budget, the smaller the sample.
You can start small and make decisions to increase budgets as you gather data on the results.
One of the things to be careful of is your campaign set-up. It is possible to go set up a campaign and spend more on advertising then you bring in with the ads. I always start small and I always set a limit I know I can live with even if I don’t convert at all.
It is also a good idea to make sure you have time set aside to do some follow-up and to tweak your campaign. Typically, you will have a list of keywords and you have to bid a particular amount on each keyword. The more competitive keywords will require higher bids if you want to outrank the competition.
After a short period of time you will be able to see which keywords are working and which are not. You will be able to adjust your bids and increase or decrease your budget.
Like everything, it is a learning process and you will do best by getting in there and trying things out. Just be careful not to make big commitments without doing your homework.
If you have any specific question I can help you with, please feel free to ask. I will be putting together some more advanced training on PPC strategy in an upcoming post.
I hope this helped and ask that you please share it with your connections.
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