What Pay Per Click Platform Should I Use?
Prior to internet advertising, businesses has to rely on newspapers, glossy magazines, billboards, television, and radio. We all remember the popular advert jingles from years ago, though not many of us actually rushed out to purchase the product.
Today we have pay per click (PPC) advertising. PPC has changed advertising, offering higher returns on investment, but also ensuring our adverts only show to those that are actively searching for the product or service being advertised.
These are digital marketing platforms that charge the advertiser when a user clicks on their advert. PPC ads can be found across the web, from appearing in search engine results pages (SERPs), as banners on websites, on social media pages, and more.
PPC first began in 1996 and it featured ads on its home page, along with a number of entertainment and media categories. It charged a flat fee to place the advert. Many PPC platforms today give advertisers the option on how they wish to be charged.
When it comes to selecting a Pay Per Click advertising platform, it's important to bear in mind that not all platforms are right for your business. Each platform has their own audience, therefore it's always a good idea to have a mix of platforms, enabling you to reach your target audience with confidence.
Google Ads is the most popular PPC platform in the world. When you mention PPC to a business person or digital marketer, they are likely to mention Google. This is a great starting platform for anyone that is starting with their PPC campaign. It produces a higher click through rate with higher conversions.
Google Ads enables you to reach people who are actively searching for the products or services you provide. It is a paid system that works around keyword lists. You choose the keywords you want to target and your ads show for user searches that use those keywords.
Google offers three advert formats; search ads, display ads, and video ads. Search ads show up as a text block with a clickable headline, usually at the top of search results. Display ads are banners, footers, or margins. They can also be pop up ads. Video ads are short and can be skipped. They are shown at the start, during, or at the end of a YouTube video.
The pricing for Google Ads is flexible, so you spend as much as you can afford, setting a daily limit with maximum bid amounts. Your bid and budget will play a role in how often and where you appear.
Facebook Ads has a new name, Meta Ads. Chance are if you use Facebook, you have seen the sponsored ads coming up on your feed. They are also relevant to you. Facebook uses a complex algorithm that works in the background, deciding what adverts and posts to display, based on your behaviour.
Facebook Ads are audience based, rather than targeting keywords, you target your audience based on their demographics, interests, actions, and behaviours. You reach people that are scrolling through their feed on Facebook, shopping in the marketplace, or looking for search results.
The problem is that most people browsing their Facebook feed, do so when they are bored and have time to kill. They are not actively searching for a product or service at that time.
There are approximately ten Pay Per Click platforms you can choose from, Facebook and Google Ads are the most popular, though Google Ads is the best option if you want to target specific keywords, it is also the best option if you are new to PPC.
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