Pay Per Click Advertising (PPC) plays a very significant role when it comes to online and digital marketing. It’s one of the most popular marketing objectives today and it requires the advertiser to only pay once someone has clicked on his or her specific advert.
Before we dig deeper into PPC, know that this type of advertising is not limited to a single platform.
You can set a specific budget on any platform like Google, Facebook, LinkedIn and many other popular search engine and social media networks and request that you are only charged once someone has clicked on your specific ad. The pay per impressions and pay per view options work in the same way as pay per click, however, you only pay when someone has seen your ad or viewed your video.
What Kind of PPC Ads Can You Run?
Google and Facebook are by far the two biggest digital marketing platforms around today. Google also owns YouTube and Facebook own Instagram which means out of the top five most popular online marketing platforms, Google and Facebook account for four.
As that Google and YouTube are mainly search engines, popular ads to run on these platforms are search ads. These are ads which are mainly displayed in a search engine at the top or at the bottom of a search result page.
These text-based ads usually have more “buyer intent”. What we mean by this is if someone actually types in the words “red Nike running shoes”, they are a lot more likely in market to buy these than someone on social media who just happened to like a picture of red Nike running shoes.
Search ads usually work through keywords. This means that you can specifically trigger your ad to display once a user has typed in a specific keyword or phrase you think would indicate that they might be in the market for your specific product or service.