What is Pay-Per-Click Marketing

Pay-Per-Click (PPC) Marketing strategy is when a company creates digital ads and is charged every time someone clicks on the ad. It is one of the best ways to expand your marketing strategy and target customers based on keywords or demographic information. There are 3 common forms of PPC: Google/Bing Ads, Programmatics, Social Ads.

Google & Bing Ads:

These are text ads that show up on the top of search results and the map pack. They are distinguished by the letters Ad by them.

  • Targets people based on keywords people are searching
  • Costs vary on the competition and the higher the competition the costliest the click price will be.
  • Depending on the competition your budget would be a few hundred to a few thousand a month. You typically need to run a campaign for a few months to really hone in quality clicks.
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Programmatic Ads:

Websites and apps sell spaces where companies can purchase to display graphical or video ads.

  • Geo-targets people on demographic information: income, interests, job, etc (generally there are more options available than on social media)
  • The idea is to target people who would be likely to engage with your ad. They aren’t directly looking for your product or service but may be searching sites relating to your company. They appear on relevant apps and websites.
  • Offers retargeting when using a Google Tag, which allows you to readvertise to people who have clicked on your ad.
  • Can track store visits: when someone sees/engages with you ad and then visits your store location
  • It typically takes a few months to see more significant results.

Social Ads:

Available on most social platforms, Social Ads are a great way to target current and new customers. This is generally the most cost effective PPC method, and you can run ads for a little as $30.

  • Geo-targets people on demographic information: income, interests, job, etc
  • The idea is to target people who would be likely to engage with your ad. They aren’t directly looking for your product or service.
  • Cost per click are fairly low – they can be less than a dollar up to a couple of dollars depending on the type or ad, so it is pretty cost effective.
  • Content can be a graphic/picture or video (videos have a higher CPC)
  • Offers retargeting when using a Facebook Pixel, which allows you to readvertise to people who have clicked on your ad.
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We can do these as stand alone services but they are often done as part of a larger digital marketing strategy.