PPC Reading

PPC stands for Per Pay Click. PPC is a digital marketing model where businesses bid to appear above the organic search results or amidst/alongside social media feeds.

Pay Per Click (PPC) advertising is a model where businesses and organisations bid for the price per click they are willing to pay to get a listing (a paid ad) above organic rankings and a visit to their website. Cost Per Click (CPC) is the specific metric of the cost they are willing to pay or have paid.

Google Ads is the most popular PPC ad network followed by Microsoft Advertising (Formerly Bing Ads). Facebook Ads and LinkedIn Ads are the top paid social networks. Other top ad networks include YouTube, Instagram, and Pinterest. 

With Google Ads and Microsoft Advertising, businesses can bid on specific keywords that are relevant to their business, (and can also bid on audiences, location, devices and other factors). With social media networks, businesses have the ability to target people based on their interests, behaviours on the platform, and other factors. Once a person clicks the advert to visit the business’s website or someone watches the business’ video advert, a fee is charged by the PPC platform.

The goal is to achieve the business aim (be it brand awareness or lead generation) using the PPC model to advertise to a targeted audience at a relatively low PPC fee.

• Paid Search Advertising – search engine advertising, your adverts are shown on platforms such as Google and Bing.
• Paid Social Advertising – social media advertising, your adverts are shown on platforms such as Facebook, LinkedIn and Instagram.
• Display Advertising – image adverts, your adverts are shown on other websites and apps.
• Remarketing Advertising, – your adverts are shown to previous customers and website visitors to reengage them with your business.
• Video/Instream Advertising – video adverts, your adverts are shown on platforms such as YouTube and Facebook.
• Paid Inbox Advertising – inbox adverts, your adverts are shown on target audience emails when they use platforms such as Gmail, Messenger & LinkedIn.

The cost of PPC campaigns varies from business to business, depending on numerous factors such as keyword popularity and  competition, sector, etc.

PPC can be extremely effective even for companies with small advertising budgets.

You can start your PPC campaigns by joining Google Ads or Microsoft Advertising if you want to get ahead in the search engines.

For paid social media you’ll probably want to use Facebook Ads, or maybe LinkedIn or Amazon, depending on your business goals.

Whichever routes you choose, always seek advice from experienced PPC experts. You can get in touch with Clever Marketing and we will happily run your PPC campaigns for you.