Pay-per-click (PPC) marketing – a powerful tool.
The first step in implementing PPC into your marketing is understanding when & when not to use it.
Of course, the next step is to understand what PPC platforms are available to you. What different types of PPC are actually out there?!
Main types of PPC marketing
1) Paid Search
Naturally, it makes sense to start with the most popular type of PPC marketing & the one most of us already know about – Paid search. In other words, paying to be seen in search engine results.
Search engines display text ads in their results, like Google & Bing – although like everything Google, Adwords is the clear PPC Paid Search leader.
The principle is simple… You bid on numerous key phrases that search engine users could use to find your product, service or business. Your ad will then appear in search engine results according to their bid & how relevant the search engine deems your offering to be.
You then pay per time your ad is clicked.
2) Google Display Network
Paying for your ad to be seen on third party websites. These websites include blogs & media sites.
Your ad will be displayed on specific sites for one of two reasons:
a) You have manually opted to appear on the website
b) Your ad has been triggered to appear (due to context/content, topics, demographics or user behaviour of the given site)
Again, you then pay per time your ad is clicked.
The display network also offers greater flexibility in your ad format – it can be a text, banner or multi-media advert.
3) Paid Social
Paying for your ad to be seen on social networks. Facebook, Twitter, LinkedIn – to name the Big 3.
With the rise of social media, this is a relatively new form of PPC marketing – but equally, has the potential to bring you great benefit.
Increasing your companies presence & importance on the social platforms – this is its main use.
But – it can also be used to drive users to your business website & thus away from the social network.
It’s time to test the ground…
So, first you considered when using PPC is appropriate in the context of your company & your offering.
You’ve now considered what PPC platforms are available to you.
It’s now time to decide which route(s) you want to go down:
a) Paid Search
b) Google Display Network
c) Paid Social
Please note, these are what I have classified as the main types of PPC marketing available – there is much more out there… So get exploring!
Finally – good luck.