PPC stands for Pay-Per-Click. This is a digital marketing technique where advertisers will pay for each click received on their links. This is an example of inorganic marketing as you’re paying your way to the top of rankings rather than earning them with organic growth. Web advertisers will bid on ad placements at the top of search engines when someone types in one of the company’s keywords. So, when a web user clicks on the advertiser’s link, the advertiser will pay a small fee to the search engine.
It is important to use these services effectively to make a profit. For example, it is key to invest in the correct and most appropriate keywords – e.g. if your company sells guitars and want to use PPC marketing, you should use keywords linking to your company rather than things that are more irrelevant.
When used successfully, PPC will be a worthwhile investment due to more sales from more people visiting the website however as mentioned before it’s important to use the service in a profitable manner.
There are different types of PPC. First of all, there is search advertising. You can easily spot search advertising on Google as these are at the top of the organic search results and will have the typical “Ad” symbol next to it.
Google displays these ads via AdWords. In order to do this, Google uses what is known as a second-price auction system to position ads that are placed on SERPs. This means that in order to rank, you will only have to pay more than the highest competitor.
There is also display advertising. This refers to Google displaying your ads on their partner pages. This is a more tailored form of advertising that you are more able to show your ads to the people in your target demographic. You can even choose for your ads to be shown to those who have visited websites similar to the one that you are advertising or to display your ads on websites in the same industry as yours.
Remarketing is another PPC strategy used widely. Remarketing refers to the process of advertising to people that have already shown a rough interest in your product or website. Your adverts will appear on the websites of people that have already either been on your website or searched your website.
If you’re an eCommerce website, Google Shopping may be the form of PPC most suited to your needs. The Google Shopping tab will display your product when someone uses keywords associated with your product. This tab is also displayed above the rest of the links on the SERPs. It’s also effective since consumers are able to get a view of your product and a brief description thus making a sale more likely.
Social marketing is an important part of advertising in the ever-growing age of social media. Social marketing is the act of using social media to advertise your website or products. This allows advertisers to show ads on the news feeds of those within the target demographic. It is important to note that a substantial following is not necessary in order to use social media to advertise. More information regarding social media marketing is present in the “Social Media Marketing” tab.
