Getting started with Digital marketing – Part 5 – Pay Per Click (PPC) promotions


Here is the second most important Digital Marketing Technique. PPC – Pay Per Click. Unlike SEO, this is a paid marketing solution. This means you pay to promote your service or product or page to bring leads. Here is a quick overview.

Pay Per Click (PPC) promotions or Google AdWords

PPC or AdWords is a method to drive traffic to your website by paying a platform every time your ad is clicked. It is among the fastest ways to get your advertising message out to thousands of people. 

It suddenly becomes possible for businesses to overcome the limitations of traditional marketing methods by targeting people who are at the right age, geographic range, the right types of interests with the right kind of incomes that make them an attractive and viable potential customer.

The basic objectives are to moving the buyer from being aware of the product/service to actively considering it to purchasing it.

The most common type of PPC is Google Ads. It allows you to pay for attractive slots on Google’s search engine results pages; it comes at a price “per click” for the ads you place.

Other channels where you can use PPC include:

  • Paid ads on Facebook: you pay Facebook to focus on people whose profiles match your business’ audience with traffic, lead generation, app installs, and the like. It could be as simple as publishing a video, image post, or slideshow to the newsfeeds of people who are your target audience.
  • Twitter Ads campaigns: you pay to place a series of posts or profile badges to the news feeds of a particular audience, dedicated to a specific goal of your campaign. This goal can be enhanced website traffic, a greater Twitter following and engagement, or even downloads of apps.
  • Sponsored Messages on LinkedIn: you are paying to send messages directly to specific LinkedIn users based on their industry, their background, and the objectives of your campaign.

PPC advertising eliminates a good amount of the speculation that comes with traditional marketing methods. It is extremely targeted and, therefore, there is an increased possibility of bringing in visitors that have an intent to buy your product or service. This also means that you have a quick and meaningful visual of the return on your investment in PPC.

Gaining insights through good reporting tools

However, if businesses don’t use the right reporting tools to gain insights into the kind of engagement they’re getting for their spend, they end up running the risk of losing the momentum that PPC ads will generate. As a result, they can find themselves overspending on PPC ads.

Businesses need to gauge their PPC efforts with a view to achieving an optimal ROI for their advertising spend. Hiring an external pair of eyes would add objectivity to the evaluation process.

Do check out our below blog posts for continuity.

Previous- Digital Marketing Tactics- SEO
Part 3- Most common challenges in DM
Part 2- What is Digital Marketing?
Part 1- Major DM Channels for the New Decade

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