Almost everyone is regularly using search engines, browsing websites, or scrolling through social media platforms in our increasingly online world. With much of the world consumed by their phones or computers, marketers face the challenge of competing with so much content to grab the attention of their customers. That’s why so many businesses have focused on digital marketing efforts on pay per click advertising.
What Is Pay Per Click Advertising?
Pay per click advertising (PPC) is a form of digital marketing where businesses pay each time their ads are clicked. It’s a strategy to get people to your website by paying for it rather than having it happen organically. There are various ways to run PPC ads and multiple platforms that offer advertising for digital marketing.
Popular Platforms For PPC Advertising
Google Ads is the most well-known and commonly used advertising platform when it comes to PPC. It offers the easiest user interface to navigate and has exceptional data compared to most other platforms.
With Google Ads, you can target certain keywords users include in search queries to get your ads to appear for relevant terms. For instance, if you search for “dog treats” on Google, it’ll serve you a handful of advertisements at the top of the search results that all offer dog treats and pet products. This form of advertising is ideal for most businesses because it gets your ads to the top of the search results, and you target them as much as you want to reach your target audience. Google also offers advertising on their display networks, YouTube, and other partner sites.
Facebook and Instagram Ads
Facebook is the largest social media platform in the United States and worldwide, making it a great place to advertise. Especially now that they also own Instagram.
One of the major differences between Google and Facebook is that while Google is mostly keyword focused, Facebook is more focused on interests and demographics. If someone on Facebook has an affinity for mountain biking, different ads for outdoor gear and bike parts will show up in that person’s feed since they show a clear interest in the sport.
Additionally, advertising through Facebook also allows you to advertise through Instagram. This is great for anyone who wants to expand their reach to multiple platforms. It’s also ideal for anyone who is involved in ecommerce and has an online store. You can add your online store to both Facebook and Instagram to try and sell your products directly from these social platforms.
Another critical benefit to Facebook ads is that, unlike Google, ad blockers don’t stop your advertisements from being seen.
Ad Roll is a popular site that focuses primarily on retargeting users who have visited your site to get them to come back and take action. This platform is most popular with ecommerce companies and has access to over 1.2 billion shopper profiles from Shopify, Magneto, WordPress, and WooCommerce. Some of the different ad strategies people use on Ad Roll are personalized ads, retargeting, cross-site dynamic ads, and email targeting.
One particular perk of Ad Roll is their trial run to see how you enjoy using it. You can do a free trial to run ads and then decide whether to continue with premium. Their most affordable package starts at $9 a month.
When it comes to picking a PPC advertising platform, you have options to choose from. Some are focused on reaching people while they’re actively searching for products or services. Others are focused on finding relatable interests and getting people to come back to their site. To pick which one is right for you, you’ll need to do your research and find the one that will help accomplish the goals of your business.