The future holds many unknowns, but one thing remains true: Advertising is here to stay, but the flexibility that different types of PPC campaigns offer makes them a smart choice for businesses moving into 2023. If you’re looking for a PPC agency in Rochester to help target your ads for maximum impact, we’re here to help.
Over a quarter of small businesses spent less than $10,000 on advertising in 2021.[1] This means there is plenty of room for your business to enter the PPC market, no matter how small your budget.
What Is PPC Advertising?
PPC (pay-per-click) is a type of advertising that affords you the top spot on the search results when people type in your target keyword(s).[2] Your ads pop up to direct visitors to your site, and you only pay if someone clicks through. This cuts down on excessive ad spending, which helps you run a leaner, more profitable business.
The Different Types of PPC Ads
There are a variety of different types of PPC ads to choose from when creating your digital marketing strategy. Let’s take a look at a few of the most common types you can utilize for your own business.
Search Ads
Not all ads are created equal. Paid search ads are text-based – with ad copy that includes target keywords – and designed to bring traffic to your website. These ads are what you typically see at the top of the search results, but they can also appear below organic SEO listings.
Display Ads
Display ads are visually-appealing banner, image, or text advertisements found on websites across the internet. These ads are displayed only to targeted audiences. A major reason to run this type of ad is to increase brand awareness.
While display advertising offers a lower conversion rate than search ads, the click-through prices are often lower as well. If your budget doesn’t allow for Google advertising, you should consider creating display ads using the Google Display Network.
Video Ads
Video has become an integral part of nearly all digital marketing strategies. In fact, 85% of businesses use video in their marketing.[3] Videos help get more eyeballs on your business, whether or not they know you exist. If you aren’t already running video ads, now is the time to jump on the bandwagon.
Remarketing Ads
Have you heard about the Rule of 7 in marketing? It states that “it takes an average of seven interactions with your brand before a prospect will decide to take action.” This is where remarketing advertising comes in. [4]
Remarketing shows your ad to people who have visited your website before. These ads are extremely effective because you’re targeting people who have already expressed interest in your product or service rather than people who may or may not need what you sell.
Social Media Ads
Social media ads are another type of PPC advertising. These ads pop up while people browse their social media feeds and interrupt the scroll. The most common platforms to advertise on include:
- TikTok
- Snapchat
Google Shopping Ads
Google Shopping ads are very similar to paid search ads. The difference is that Google Shopping advertisements allow you to share far more information about the product than a simple text ad. You can include a photo of the product, price, title, and description with a Google Shopping ad.[5]
Gmail Sponsored Ads
Gmail Sponsored Ads sends your advertisement to your target audience’s inbox, similar to a regular email. Within the email, they can click through to your website. 1.8 billion people use Gmail every month, making this a potentially fruitful channel if done correctly.[6] Otherwise, you risk ending up in the Promotions or Spam folder.
Amazon Ads
There are over 200 million Amazon Prime members, with 148.6 million of them in the United States.[7] You can cast a wide net if you choose to run Amazon ads. There are three different types of campaigns you can run on their site:
- Sponsored Product ads
- Headline Search ads
- Product Display ads
Why Use PPC Ads?
PPC ads are great for small businesses and large enterprises alike. But what makes them so beneficial?
Cost Control
While OOH ads like billboards, bus shelter ads, or murals can be expensive, PPC advertising is much more budget-friendly. You only pay when someone clicks on the ad versus paying to have the ad displayed for a certain amount of time. You also have flexibility when it comes to how much you want to spend, which means you can start small and increase your budget as needed.
Quick Results
Arguably one of the most beneficial aspects of PPC advertising is that there are few barriers to entry. You can get to the top of Page 1 on Google by paying to be there. This is a drastic improvement from SEO, which takes much longer to produce similar results.
Easy A/B Testing
If you want to see whether your marketing efforts are paying off, you need data to test. PPC advertising makes it easy to control your budget, where your ad is placed, and target keywords to produce the highest ROI. You can measure and track the vast amount of data you collect with Google Analytics and the Google Ads tool.
Stronger Targeting
With the ability to run remarketing ads, PPC advertising is a great way to increase your sales numbers. Rather than throwing your ads into the ether and hoping for the best, PPC ads get your message in front of people who visited your site but didn’t make a purchase, are a part of your target demographic, or search for specific keywords.
Intent-driven Traffic
You only want people interested in what you’re selling to click on your ads. PPC ads help you do just that. You choose the keywords to target and the placement of the ads so you can ensure only people with a high purchase intent click over to your site.
Algorithm Changes Have Less Impact
The ever-changing social media algorithms bring confusion and chaos to the marketing world. Skip the stress by running PPC ads instead. You pay to be at the top of the search engine results page, so you never have to worry about whether the algorithm changing yet again is affecting your bottom line.
Better Visibility For New or Low-Ranking Sites
Keywords are getting more competitive by the day, meaning it can take months to rank with only SEO tactics. You can increase your visibility and rank for your target keywords now with PPC advertising whether or not you have low domain authority.
PPC Ads Provide Market Data
We’ve talked about the vast amount of data PPC ads provide your business, so this should come as no surprise. These types of ads allow you to gather data about keywords your target audience is searching for, which helps inform future ads you run.
PPC Ads Help Improve SEO Strategies
While PPC ads may feel like they make SEO obsolete, that couldn’t be farther from the truth. Your paid advertising should complement your SEO strategy. It’s important to diversify your marketing efforts rather than put all of your eggs in one basket.
Get Help From The Top PPC Agency Rochester Businesses Trust
Running PPC ads doesn’t have to feel overwhelming. When you work with the top PPC agency in Rochester, you know you have experts on your side who are willing to help simplify the process. Contact us today to see how we can boost your advertising and deliver the impact you’re looking for!
Sources:
[2] https://blog.hubspot.com/marketing/ppc
[3] https://blog.hubspot.com/marketing/state-of-video-marketing-new-data
[5] https://pepper.agency/blog/what-types-of-ppc-ads-are-there-8-types-of-ppc-ads/
