Online Advertising for businesses has become imperative in this highly competitive world. Companies are using many ways of Digital Marketing in order to get the undue attention of customers and compete with the rivals formidably. The advertising forms that give quick results and success are being favored by businesses; for e.g. PPC advertising.
Pay-Per-Click (PPC) has proved to be effective for many businesses. Since different businesses have different requirements, PPC advertising has a few types in it, some of the main ones are:
In this technique, the ads are displayed in the Search engine results and on other partner websites when someone uses a keyword which is relevant to the ad. Some of the popular platforms for search advertising are ‘Google Ads’ and ‘Bing Ads’.
- Google Advertising
Previously known as ‘Google AdWords’, it is the most popular form of PPC advertising across the globe. The ads are displayed primarily on 3 types of networks: Search, Display, and Search network with Display select.
When a user’s search matches your keyword, the ads will be displayed on the search engine result pages (SERPs) of Google and partner sites. They will be on top, side or bottom and consisting mostly of text.
The display network of Google covers up to 90% of the Internet, so the ads here generate higher impressions. You can select specific target websites where the ads will be displayed at the right time and place. The ads displayed can be engaging and responsive.
The search network with display select category of PPC marketing is a combination of the above two. Google will dynamically and strategically select which ad to place where at what time. You must know which keywords your potential customers will use to search, their location, and also study your competitors. Make an attractive ad copy accordingly and then start an AdWord campaign.
- Bing Advertising
On this platform, the PPC advertisements are provided on the search engines of Bing, Yahoo! and aol.com. A lot of businesses consider Bing advertising because it reaches about 30% of the search engine market and clocks over 5 billion searches per month.
PPC advertising on the various social media has emerged as a solid option only in the last few years. Considering that over half of the world’s population is using some or the other social media platform, the potential is almost on par with search advertising. The popular social networks for PPC advertising are Facebook, YouTube, Twitter, Instagram, and LinkedIn.
- Facebook Advertising
The biggest among the social media with 2.1 billion active users, here you can do PPC campaigns in different ways as it is easier to select the target audiences based on location, behaviors, demographics, connections, likes, follows etc.
Besides that, Facebook also offers other benefits like customer engagement, increasing brand identity and conversions etc.
Shopping Ads Management
Here, PPC is concerned with Product Listing Ads. As people type in shopping related queries in search engines; besides the results, these PPC ads of specific products related to the search keyword will be displayed. It is primarily good for e-commerce businesses to achieve conversions.
Only one or two of your website visitors per hundred, do end up buying or enquiring your product/service. A remarketing PPC program follows the other 98 potential buyers to wherever they go and display your business ads to them. It is the biggest benefit of Google Ads and is made possible by Cookie technology. Also known as Retargeting, it gets some of the best Return on Investment among all the types.
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