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Which Pay Per Click Advertising Should I Use?
There are a wide range of pay per click advertising platforms you can choose from. In addition to the platforms, there are also different types of pay per click advertising models.
Search advertising is the most common form of pay per click (PPC) advertising. You have probably already heard of Google Ads or Bing Ads, both of which show users your advert when they search using the keywords you are targeting. You set up campaigns, write enticing advert copy, choose your selected keywords, and decide on a maximum bid per click. You create a suitable landing page where the visitor arrives on to get the information related to your advert, whether it's a product or a service that you are selling.
Display ads are shown as a banner, text, or image on a different website that does not belong to you. It is designed for a specific audience. The adverts have a link directing the user to your website. They produce a lower click through rate than search ads, but are excellent at boosting brand visibility and awareness.
Social media ads are displayed on popular social media sites with Facebook being the leading choice. They have a vast number of active users who could turn into potential customers. Pay per click advertising on social media is useful in boosting click through rates to your website. Campaigns increase brand awareness and they can be used for specific demographics or interests.
Retargeting adverts use cookies on the users browser to show they ads based on their previous interactions. This could be a person searching for a flight, the adverts shown could be for travel agents or airlines latest deals. Retargeting is highly effective for those that have interacted with your previous adverts or have visited your website in the past.
These adverts are highly effective when it comes to how you spend your advert budget. It enables you to target your budget, accessing qualified leads, people that are already actively searching for a product or service you provide. Price comparison websites display prices and offers from various providers. When they click, they are directed to your website. Price comparison website use different pay per click options and it's important to check your conversion rate against the click through rate, if you choose to use them.
Affiliate marketing ads have PPC options to promote products and services that are placed on search engines, high traffic websites, targeted content sites, and price comparison sites. The affiliate marketing PPC ads use a performance based payment model, such as cost per action. Payment is aligned with results
When it comes to pay per click advertising and deciding which one is the right one to use, you need to focus on your industry, type of customers, your maximum budget, and your keywords. Search ads tend to be the most popular, though you must choose your keywords with care, as search ads are highly competitive.
Social media PPC is taking the world by storm, enabling you to reach a wider audience. Your paid advert will appear in users news feed as they visit the social media platform. The downside to social media PPC is that users are often browsing their Facebook page in their leisure time and are not actively searching for a product or service.
There are a variety of options when it comes to pay per click advertising and you can choose a few of them, identifying which ones work best for your brand in the long run.
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