The rise of digital has opened the door for hundreds of new ways to promote a brand. One of the top methods? Pay-per-click (PPC) advertising. A report from SocialMediaToday reveals that more than $1 billion was spent on PPC campaigns in 2017, proving that more and more companies are investing in this marketing method. Digital marketing strategy is vital in order for a brand to succeed. Unsurprisingly even large, established companies spend a considerable amount on advertising. Companies who are new to PPC campaigns may be eager to discover all the benefits that their brand can gain from this online strategy.
What is Pay-Per-Click Advertising (PPC)?
Pay-per-click advertising is rampant online. You see it whenever you get interrupted by a small ad browsing a website or scrolling on social media. It is the enticing advertisement that appears alongside or on top of the search engine results page (SERP). It aims to drive traffic, awareness and conversions to a brand’s website. But unlike other online marketing tools, where you are charged a fixed rate once the ads are displayed, PPC campaigns only charge you when the ad gets clicked. This online advertising model is also known as pay-per-impression, pay-per-view or affiliate marketing. They all work the same way as PPC.
How to start a PPC campaign.
Businesses who want to invest in PPC advertising are more likely to stand out. You can choose to run your campaigns on social media through Facebooks Ads or launch them in search engines through Google Adwords or Bing Ads. If you want to aggressively invest in PPC, you can also opt to simultaneously run Cost Per Click (CPC) ads on various platforms. The instructions and rules on setting up PPC campaigns differ per platform, so thoroughly study the requirements before launching your campaign there.
Basic steps in creating a PPC campaign.
Pay-per-click advertising can be a cost-effective online marketing strategy. But only if you do it the right way. The first thing to think about is your goal. Your objectives for investing in paid ads should be clear right from the start. Is your goal to increase brand awareness or gain new clients? Do you want to grow social media followers or promote an event? Knowing your goals will give you smart insights about your target audience and the best ad platform to use.
It’s important to follow the instructions set by the platform where your ad will appear. In Google Adwords you have to identify a set of keywords that are relevant to the ad you want to run. Your list of keywords will influence the cost of your ad campaigns. The next step is a process called bidding. With bidding, you set a budget you are willing to spend on a keyword and the entire campaign. The goal is to create a campaign that will be displayed on as many sites as possible. Think carefully about what sites will have the most potential for clicks and conversions.
Equipping your online ads with a specified landing page is the next step. As always, the appearance and content of your ads matters greatly. Encourage people to click by creating eye-catching content with a powerful message. Running ad campaigns are a trial and error process. Be sure to closely monitor how your ads are doing and make small tweaks to see what performs best.
Pay-per-click advertising is a wise choice if you want to grow your business online. But like any other investment, you can’t dive in without fully understanding how it works. One of the best ways to ensure a PPC campaign is successful is to seek the help of a knowledgable team with deep experience in running PPC campaigns. Our team at Birch River Design group can help you maximize your marketing budget by carefully planning and strategizing PPC campaigns for your business. Contact us today!
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