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What is PPC? Pay Per Click Marketing

PPC stands for pay per click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. When Pay per click marketing is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay N200 for a click, but the click results in a N20,000 sale, then we’ve made a hefty profit. Today I am going to share with you 4 types of PPC that can help you grow more leads for your business.

Search Ads

Search ads are the most common ads you’ll see in search results. These PPC ads appear at the top and bottom of the search results on Google. You’ll see these ads tagged with the word “ad” to indicate paid content. These ads contain text with no visuals. If you want to create a Google search ad for example, you’ll use Google Ads to create and set up your advertisement.

To create an effective search ad, start by carefully choosing your keywords. Keywords trigger your ad to appear in search results. If you want to reach leads looking for your products or services, you’ll want to make sure you select relevant keywords first.

After selecting your keywords, you’ll enter an auction to bid for your ad’s placement. You’ll set your maximum bid, which is the maximum amount you’re willing to spend each time someone clicks on your ad. Your bid amount and quality score determines your placement. Quality score is how Google rates your ad. It takes aspects, such as ad relevancy and “clickthrough” rate, to determine your ad’s relevance to a user’s search query. You want a high quality score so you can get a better position for your select keyword.

Your PPC ad will be launched once you have your placement

Social ads

Almost everyone seems to be on social media these days, so it makes more sense to advertise your products where your potential buyers spend some of their time. Social media ads are one of the most prevalent types of paid advertising. These ads appear in social media feeds on diverse platforms. It’s a great way to connect with social media users.

To start using social media ads, you must select your platform. There are multiple social media platforms you can choose from, including:

  • Facebook
    • Instagram
    • Twitter
    • Pinterest
    • LinkedIn

These are some of the most popular platforms companies use to engage their audience. It is important to choose your platform based on where your audience frequents the most. If you research your audience, you’ll know which social media sites they use most.

Once you establish your platform, you can start creating your ad.

Google shopping

Google shopping ads are another type of paid advertising your business can utilize to help create leads that find your products. These ads appear in a carousel format above the main Google search results. It allows users to see your products and prices before they click on someone’s website.

Google shopping ads allows users to browse the same product from different companies.

To get started with a Google shopping ad, you will have tostart a new campaign in your Google Ads account and choose “Shopping” as your campaign type.

Once you’ve selected your campaign type, you’ll set up important information such as:

  • Campaign name
  • Country of sale
  • Bid amount
  • Inventory filter
  • Daily budget
  • Devices (mobile, computer)
  • Location

Once you fill out this information, you will get you’re ad up and running.

Gmail sponsored promotions

Gmail sponsored promotions enables you to get leads in more ways than one, you reach interested leads right in their inbox this is because Gmail sponsored promotional ads appear at the top of a user’s mailbox. These ads appear to look like any other email, except for the “ad” tag on the email and the bolded subject line. Users can see these emails on desktop and in the mobile app.

To set up an account, you must go to the Google Ad’s experience to create Gmail ads. You will set up a new campaign and choose the Display ad option, which will bring up Gmail campaign as a choice. Once in there, you will need to set up the following:

  • Goals
    • Campaign Type
    • Targeting

Google charges you every time someone clicks on your ad to open it. Google doesn’t charge for any actions that occur beyond “opening the email.”

If you intend to invest in one of the more unique types of paid advertising, Gmail sponsored promotions are an excellent choice for your business.

Getting your business out on the digital map has never been easier with pay per click marketing, choose the ones that best suit your type of business and start receiving leads to potential customers.

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