We live and perform in a digital world now and what this means is that marketing has also gone digital. These days, we sit in the comfort of our rooms while we order freshly baked doughnuts, one or two shoes from Amazon, or stream videos on YouTube. While we’re at all these, we see some ads pop up here and there and we click on some because they are about services or products we’re interested in. This and nothing more is what PPC is all about.
It is important to note that PPC stands for Pay Per Click in full. It is a highly recognized technique in digital marketing for driving traffic to product offering sites. Pay Per Click, just as the name implies, means that product or service advertisers will pay an amount whenever their advertisement is clicked.
PPC comes in other different types such as search engine advertising, display advertising, remarketing, and social media advertising. Essentially, product providers will commission search engines, app owners, or site and blog owners to have their ads shown on platforms, which can be apps, search engines, or other websites, as the case may be, just so traffic can be driven to their products. When interested users contact those ads, they click on them so they can get more information about the product. For every click on the ad, the product providers pay the platforms through which the ads are shown. In return, they get users who click on those ads to become their customers or clients when they buy their products.
The price of the product or service will and should usually compensate for the fee paid to owners of platforms through which the ads are displayed. As one ad can generate up to thousands of clicks and invariably buys from visiting users. Both product owners and platform owners are usually concerned about driving traffic to the ads.
The platform owner wants the ad clicked so he can get a fee on every click. The product owner wants the ad clicked so people can patronize his product.
Search engine advertising is a prevalent type of Pay Per Click. Since search engines are usually regularly trafficked, they get bid by advertisers to have their ads placed in sponsored links hosted by the site. Whenever people visit the web using search engines, they see those ads, and click on them. Google ads are a prevalent example of search engine advertising. With Google Ads, bid ads don’t appear in the Google search engine alone and in other of Google’s platforms such as Google Play Store. Facebook ads and Twitter ads are also examples of different venues for PPC campaigns.
PPC, like every other digital marketing tool, can be highly useful for driving sales at minimal costs if rightly used. Creating PPC campaigns, therefore requires necessary skills and commitment that’ll ensure the campaigns are well optimized and bring that organic visits won’t give.
It is very important for the ad or campaign you are running to have highly attractive visuals and portray what the product or service is about. Relevant keywords should be used. A campaign should also lead to an attractive and comfortable to manipulate landing page. Call to actions should be strategically placed so visiting users will be encouraged to pay for the products. When rightly done, rank campaigns high enough to be continuously shown as either pop-ups or any other type of add tool.