PPC, or pay per click advertising, is one of the most popular types of online advertising today as it lets you purchase visits to your site. Therefore, instead of having to pay for the advertisement ahead of time, like with traditional marketing methods such as billboards, a company will only ever have to pay whenever their ad is clicked on by a user.
You see PPC ads everywhere: search engines, social media platforms, websites, as well as applications. You’ll notice that these ads typically look very close to the content on the page surrounding them. For instance, paid search ads look very similar to the search results you’d typically get. The main thing that differentiates the two, though, is that ads come out on top. The same idea applies to ads that are shown on social media platforms such as Facebook and Instagram. However, advertising on search engines and on social media platforms results in different outcomes as the processes slightly differ. Let’s break them down.
Advertising with PPC on Search Engines
Companies that want to advertise with the help of PPC ads on search engines have to bid for ad placement. Take, for instance, Google AdWords. This platform lets businesses bid on keywords that way when the keyword is searched, their ad will be put in front of a specific group of people. Those companies that are small may find this frightening at first as bigger companies typically have a lot more money to work with. However, thankfully, ad placement doesn’t solely rely on the monetary bids. Aspects such as the CPC, or cost-per-click, bid and the quality score is also taken into consideration. The CPC is the amount that an advertiser is able to spend while the quality score revolves around the relevancy of the ad. The higher the score, the better the chance of having your ad shown, therefore, make sure that you pay attention to your click-through rate, ad relevance, landing page relevance, as well as your ad extensions.
Advertising with PPC on Social Media
Although Google AdWords is the most popular way to advertise with PPC, social media platforms can be just as effective. Let’s break down how to advertise on Facebook and on Instagram.
Facebook follows a method similar to that of Google whenever selecting which ads will be shown. Therefore, they take a look at the advertiser’s bid, the estimated action rates, as well as both the quality and the relevance of the ad. Facebook, however, takes it up a notch by allowing companies to target their ads to specific groups of users with incredible accuracy. This is made possible by monitoring the previous actions of users.
In addition, Facebook offers a number of different ad placements. A few of them include feed ads, group ads, the right column, as well as in-stream video. Companies are also able to increase their conversion rates via retargeting.
Facebook now owns Instagram, therefore, their PPC advertising processes are fairly similar. In fact, you have the option of setting up ads that will run on each platform. The difference between the two, however, lies in the way that Instagram is built. This means that since it’s made mostly to be used on a mobile device, advertiser’s aren’t given the opportunity to advertise via right-column or banner ads. However, instead, companies are able to advertise with the help of photo ads, video ads, carousel ads, as well as stories ads which fits in with the interface of the platform. Keep in mind, however, that all of this is done from Facebook. In addition, on Instagram, companies typically pay on a CPM, or cost per impression basis instead of on a PPC basis. This means that they pay every time the ad is shown.
Now, hopefully, you have a better understanding of which platform you should use for PPC advertising based on your business goals. However, what’s the next move? It’s recommended that you find a PPC management agency that works with your business needs in order to ensure successful results thanks to their experience in the field and the tools that they have. There’s just so much to learn on your own. It’s also difficult to figure out which form of PPC advertising will work best for your company, let alone creating the marketing plan and then analyzing the outcomes once the campaign’s been launched. Therefore, let’s take a look at what a PPC advertising management company such as our own can offer you.
Threat and Engagement Analytics
Our PPC campaign management agency works to help companies boost their site traffic while improving traffic quality with the help of our actionable insights based on click traffic performance. In addition, we offer companies a visitor threat score for each visitor and then those who are real receive an engagement score. The traffic that is invalid can be traced back to its source that way you get instant access to actionable information that way companies can make decisions quickly and get a much greater ROI as well.
On top of that, we are able to make predictions on the likelihood that a visitor will turn into a buyer by comparing their browsing actions to that of those who have bought things from you in the past. We also provide companies with an understanding of which campaigns provide engagement, giving them the information necessary to know which campaigns to keep and which ones they should put a pause on. How visitors interact with businesses sites before they make a purchase is measured and analyzed as well in order to make changes to the site rather than the ad itself. Money is also saved as we are able to separate actual people from fake bots that are defrauding the campaigns of companies. In other words, instead of depending on Google Conversions or Analytics, we focus on detecting each touch, click, and mouse movement made by visitors in order to adjust bids and thus boosting the profitability of purchasing traffic that corresponds with the behavioral patterns.
To learn more, visit our site!