What Is Pay Per Click and How Does It Work?
A Hanapin Marketing report shows that 79 percent of marketers find paid search marketing beneficial to their business. approximately 62 percent of industry players said they would continue to increase their PPC ads budget in the coming years to draw new customers looking for their services. According to Social Media Today, more than 7 million advertisers spent a total of $10.01 billion for pay per click ads in 2017 alone. Evidently, pay per click has become one of the most widely used marketing frameworks for generating higher ROI. But what is pay per click and how can it ramp up your digital marketing efforts?
Digi Era Pro’s PPC experts explain what is paid search and how it works to guide you through the fundamentals of PPC management. By understanding pay per click processes, you have a better chance of launching profitable campaigns. Learn all about PPC marketing and find out how our pay per click marketing agency can help you achieve success.
What is PPC?
Pay per click marketing is a paid search model used to build brand awareness, promote brand offerings and gain immediate traction from specific audience segments. With PPC, advertisers only pay each time a user clicks on the PPC ads — hence the name pay-per-click. People usually think of Google PPC when hearing or talking about what is pay per click. But pay-per-click goes beyond the Google search engine results pages (SERPs) and the Google Display Network. Social media sites, such as YouTube, Facebook, Pinterest and LinkedIn, also use the pay per click model.
What Are the Different Types of PPC Ads?
Now that you know what is paid search, the next step is to understand the different types of PPC marketing campaigns that can help you build your online presence and promote your services to the right audience. Our pay per click advertising agency works closely with your team to determine the appropriate PPC ads that you can use to fill your sales funnel. There are various types of pay per click ads available, depending on your goals:
Search advertising is the most common form of paid search marketing. Search ads appear to prospects who are already looking for your industry or brand offerings online. These pay per click ads are suitable for short sales cycles or one-time campaign promotions. Our pay per click advertising firm recommends search advertising to businesses aiming to acquire strong, high-quality leads from new customers.
Display advertising is known for its effectiveness in reaching more than 90 percent of online users. Display ads appear on Google’s partner websites, targeting people who visited industry-related sites. Display advertising maximizes photos and texts to capture the online users’ attention and convince them to take action. Our pay per click advertising agency recommends display advertising to companies with lengthy sales cycles and niche
Social media paid advertising is the fastest-growing segment of pay per click advertising services. Social ads appear on social media platforms, such as Facebook, LinkedIn and Twitter. They are programmed to reach prospects based on their hobbies, networks and interests, among other factors. Social media advertising is suitable for brands with an active social media presence and highly-targeted customers.
Google Shopping Ads
Google Shopping ads are suitable for websites with a large volume of products. These PPC ads appear in a carousel above or beside the main Google search results, allowing prospects to view the products and prices on Google SERP before they even click onto anyone’s website. This means every click you are paying for has a higher chance of converting, assuming your target customers have already explored all product offerings on Google Shopping ads. Our PPC agency recommends Google Shopping to eCommerce businesses aiming to reach customers with clear buying intent.
Local Services Ads
Local service ads follow a pay per lead model. This means you don’t have to pay for clicks that don’t turn into leads. Local services advertising is only applicable to a few markets, including HVAC companies, electricians, plumbers and locksmiths. Our PPC firm partners with local service providers to make their businesses more visible to their target demographics.
Amazon PPC Ads
Amazon advertising is one of the increasingly popular PPC services in the online landscape. Amazon PPC ads allow Amazon sellers to generate brand awareness, boost sales and drive more store visits by placing sponsored ads on the platform's key locations. At Thrive, we leverage our PPC experts’ technical knowledge and expertise to organize your Amazon PPC campaigns and increase your profit margin.
What is a lead?
A lead is, in its most simple form, a potential customer who is interested in your business. A lead hasn’t bought anything from you before, and they’re new to your company’s sales funnel.
What is the term “Lead Generation Campaign”?
Lead generation is the process of taking those leads and turning them into paying customers, and lead generation tactics are mindful of the timeline and sensitivity of a lead (their ability to be scared off easily).The process as a whole works to filter them through the funnel efficiently and successfully.
Some popular lead generation strategies include:
- Online website content
- Email marketing
- Social media marketing
- PPC and display ads
- Retargeting ads
All of these tactics bring something important to the table in terms of lead generation. We’ll talk about these tactics more in depth later.
How does lead generation work on different channels?
Online website content
Creating and posting valuable website content can help your business generate new leads. Before a potential customer trusts your brand, you have to give them a reason to trust you. You can do this by providing helpful, beneficial information about your industry, your products and services, and your specific niche.
For example, a manufacturing company looking to generate manufacturing sales leads may compile informative service pages that explain the service and client experience in-depth to educate buyers. They company may even maintain a blog to share industry updates with current and future customers. When you do so, you provide value to potential customers which helps them to trust you as a brand, and make them more likely to convert. Web content doesn’t only have to inform to generate leads — you can also include buttons that lead to forms, links to other informational pages on your site, and more.
When you build a subscriber list and send emails to them on a regular basis, you are definitely helping your lead generation strategy. Emails provide a perfect place to convert leads, because they make it so easy to target the audience that is most likely to convert and provide them with personalized information.
For example, with email automation, you can send an email to a group of people that was looking at your pink fashion sweaters. When you target users in this way, you not only remind them of a product that they may have forgotten about, but you show them that you care about their business, and that you keep track of their interests. Emails are also a great place to include things like special offers and coupons which can help bring your leads to your storefront, or entice them to visit your website to make a purchase.
Social media marketing
Social media marketing is another fantastic lead generation technique because of the incredible following social media platforms have. When you place paid ads on platforms like Facebook and Twitter, you’ll pay a small amount, but still have an extremely high ROI. That’s because with paid ads on social platforms like we mentioned, you only pay when someone clicks the ad.