PPC stands for pay-per-click. PPC is a type of online marketing in which marketers pay when a user clicks on one of their advertisements.
The most common type of PPC advertising is through search engines like Google Ads, where marketers bid on keywords and have their ads displayed at the top of search engine results pages (SERPs) when those keywords are searched for.
PPC advertising can also be done through social media platforms like Facebook and Instagram, as well as display advertising on websites. This is where PPC marketing comes along. Some marketing strategies are formed around this model!
Pay-per-click (PPC) marketing is an online advertising model where advertisers pay a fee each time one of their ads is clicked, allowing businesses to target specific keywords and demographics to reach potential customers.
How do PPC Ads Work?
Just putting an Ad out there and paying for every click will not do the magic for your business. Let’s understand how exactly can you formulate and strategize everything to your favor with PPC ads!
You cannot pay extra for Google ads to appear above organic results. Instead, use keywords corresponding to what you want to be found for. When visitors search for these keywords, your ad is entered into an ‘ad auction.’ Google and other major search engines display ads for certain searches using an automated system.
They display ads based on relevancy and authenticity. If your ad is chosen, it will be displayed in Google’s top four results, with a green ‘Ad’ box to inform users.
You have not paid yet. When someone clicks on your ad, you pay the current ‘Cost Per Click’. Google will not display your ads until you recharge your AdWords account. With a few exceptions, the majority of PPC campaigns adhere to this format.
What’s the Difference Between PPC, SEM, and SEO?
Although these three acronyms are sometimes used interchangeably, there is a distinction between PPC, SEM (search engine marketing), and SEO (search engine optimization).
SEM is an umbrella phrase that refers to both PPC and other forms of advertising. It refers to action designed to make it easier to find a website using a search engine. SEM includes both paid and unpaid options, such as PPC or organic traffic (SEO).
PPC is a form of internet advertising that uses search engines as well as other channels like video ads (YouTube) and image ads (Instagram/Facebook).
Search engine optimization (SEO), is a method of optimizing a website’s content and structure to make it more visible to search engines. This is done by researching and using relevant keywords, optimizing metadata, creating quality content, and earning links from other websites. The goal of SEO is to improve a website’s organic (non-paid) search engine rankings and drive traffic to the website through organic search results.
Types of PPC Advertising
There are many ways to strategize your PPC ads and choose from a variety of platforms that meet your business needs more! Let’s check them all and uncover the main types of PPC ads!
- Search Ads
Search ads are a common type of PPC where advertisers bid on keywords to display ads on search engines like Google or Bing. These ads appear above or below organic listings and are often managed through platforms like Google Ads or Microsoft Advertising, using formulas for bid optimization and budget forecasting. - Display Ads
Display advertising places ads on websites within a network, like Google’s Display Network, to target users who may be interested in a product. Although conversion rates are generally lower than search ads, display ads are effective for brand awareness with lower click costs. - Video Ads
Video advertising is increasingly essential, with platforms like YouTube offering extensive reach. Businesses can use Google Ads to place video ads, reaching a broad audience without needing to build one organically. - Shopping Ads
Shopping campaigns feature product images, prices, and descriptions directly in search engine results, typically offering higher conversion rates.
These campaigns are primarily managed through Google Ads or Microsoft Advertising and are especially beneficial for e-commerce businesses. - Paid Social Ads
Paid social advertising allows advertisers to show ads on platforms like Facebook, Instagram, Twitter, and LinkedIn.
These ads can be image or video-based and are useful for both prospecting new customers and remarketing to previous site visitors. - Gmail Sponsored Ads
Gmail-sponsored ads appear like regular emails in a user’s inbox, expanding into a full ad upon clicking. These ads can be managed through Google Ads and are effective for top-of-the-funnel brand awareness. - Amazon Advertising
Amazon Advertising uses PPC to promote products on the platform through Sponsored Product Ads, Headline Search Ads, and Product Display Ads.
This type of advertising is vital for businesses selling on Amazon, as it helps products stand out in a crowded marketplace.
What are the Top PPC Advertising Platforms?
Several PPC advertising systems have emerged as industry leaders, each with distinct features, targeting capabilities, and reach. The best platform for your business is determined by your goals, target audience, and budget.
Here are some of the best PPC advertising platforms to assist you enhance your online advertising efforts.
Types of Facebook ads include:
- Image and video ads: These ads consist of a single image or video, along with a short headline and a call-to-action button.
- Carousel ads: These ads allow businesses to showcase multiple images or videos in a single ad. Users can scroll through the images or videos to learn more about the products or services being advertised.
- Slideshow ads: These ads allow businesses to create a video-like experience using multiple still images.
- Instant Experience ads: These ads allow businesses to create immersive, full-screen experiences within the Facebook app.
- Collection ads: These ads allow businesses to showcase multiple products within a single ad, with a link to a full-screen view of the products.
Instagram Ads allow businesses and individuals to promote their products or services on the Instagram platform. These ads are displayed as sponsored posts, which are seamlessly integrated into users’ newsfeeds and look similar to regular posts.
Instagram offers several different types of ads, including:
- Photo ads: These ads use a single image to promote a product or service.
- Video ads: These ads use a short video to promote a product or service.
- Carousel ads: These ads allow businesses to feature multiple images or videos in a single ad, allowing users to swipe through them.
- Stories ads: These are ads that appear in the Stories section of Instagram and disappear after 24 hours.
TikTok
TikTok ads allow businesses and individuals to promote their products or services on the TikTok app. These ads are designed to be engaging and creative, and they’re often set to music or include popular TikTok trends and challenges.
TikTok offers several different types of ads, including:
- In-feed ads: These are full-screen ads that appear in the main feed of the app and can be either video or image-based.
- Brand takeover ads: These are full-screen ads that appear when a user opens the app, and they can be either video or image-based.
- Hashtag challenge ads: These ads encourage users to participate in a branded hashtag challenge and submit their own videos using the branded hashtag.
- Branded effects: These are special effects that are created by brands and can be used by users in their own videos.
LinkedIn ads let businesses and individuals promote their products or services on the LinkedIn platform. These ads are designed to reach a professional audience, and they’re often used to generate leads, build brand awareness, and promote job openings.
LinkedIn, which is owned by Microsoft, offers several different types of ads, including:
- Sponsored content: These ads appear in users’ newsfeeds and look similar to regular posts. They can be in the form of text, images, or videos.
- Sponsored InMail: These ads are sent directly to users’ inboxes.
- Sponsored jobs: These ads promote job openings and appear at the top of the jobs section of the platform.
- Display ads: These are banner ads that appear on the right side of the platform and can be targeted to specific audiences.
Twitter ads allow businesses and individuals to promote their products or services on the Twitter platform. These ads are designed to reach a wide audience and are often used to generate leads, build brand awareness, and increase website traffic.
Twitter offers several different types of ads, including:
- Promoted tweets: These are tweets that are labeled as “promoted” and appear at the top of users’ timelines or search results pages. They can be in the form of text, images, or videos.
- Promoted accounts: These are ads that promote a Twitter account and appear in the “who to follow” section of the platform.
- Promoted trends: These ads promote a specific hashtag and appear at the top of the trending topics list.
- Website cards: These ads promote a website or landing page and include an image, title, and description.
PPC advertising is a powerful digital marketing strategy that allows businesses to pay for their ads only when a user clicks on them. This approach is highly effective for driving targeted traffic, generating leads, and boosting sales. Ready to start strategizing? Contact us for a full marketing plan.