PPC stands for Pay-Per-Click and is an umbrella term that refers to a model of digital advertising where you pay every time someone clicks one of your ads and visits your site. It’s a way of buying traffic and is often used in conjunction with organic search efforts (SEO).
But within PPC marketing, there are various type of adverts you can create to draw people to your site. Here we’re going to give you a quick overview of the different type of PPC advertising you can do to promote your business.
Paid search marketing
Paid search marketing is one of the most popular types of pay-per-click (PPC) advertising. You can pay providers such as Google AdWords and Bing Ads to create ads for users who search for certain keywords. A paid search marketing campaign is text based and involves writing ad copy with relevant keywords included that take people to a suitable landing page on your site.
Display ads are banner, image or text ads that appear on different websites, selected to target particular audiences. These display ads then link to your website. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors but because they generally return a lower click-through rate than search ads, can be most useful for building brand awareness.
Paid social media advertising
PPC advertising on the various social media platforms such as Instagram and Facebook can help you achieve higher click-through rates to your website. Paid social media campaigns can help increase awareness of your product or services and the great thing about social media advertising is that you can get really specific with your targeting, defining your audience by certain demographics and interests.
Remarketing ads are used to target people who have already visited your website but haven’t yet converted. These types of ads should focus on products or services your audience viewed previously, which gets them to reengage with your business.
Google shopping ads are ads appear in a carousel format above the main Google search results. It allows users to quickly compare products and prices before they click on your website. These types of ads are effective because they give people a lot of information to work with before they even click on your ad, which makes them more likely to convert once they have clicked.
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