Pay Per Click

PPC (or Pay Per Click) advertising has made it possible for marketers of every size to reach more of their audience, quickly and effectively. It’s one of the three spokes of a rock-solid digital marketing campaign. Our experience with paid media, which includes paid search, display ads, remarketing, affiliate marketing, and inclusively digital signage is an investment worth making. Elevating your reach to target audience on social channels and keeping warm leads aware of your offer.

Pay Per Click

PPC (or Pay Per Click) advertising has made it possible for marketers of every size to reach more of their audience, quickly and effectively. It’s one of the three spokes of a rock-solid digital marketing campaign. Our experience with paid media, which includes paid search, display ads, remarketing, affiliate marketing, and inclusively digital signage is an investment worth making. Elevating your reach to target audience on social channels and keeping warm leads aware of your offer.

Pay Per Click Services

  • Paid Search Advertising

  • Remarketing

  • Display Advertising

  • Facebook Advertising

  • Google Shopping

  • App Advertising

Pay Per Click (PPC) Advertising Agency, Shropshire

PPC  came about very quickly in the early days of the internet but has been dwarfed by the rise of content marketing and social media marketing. Yet, PPC (Pay Per Click) is a highly cost-effective advertising tool that can be used to reach your target audience on websites and search engines. You’ll only pay if someone clicks on your ad, but the control is in your hands.

Not only can you choose how much you want to spend, but insight is available to increase the effectiveness of your ad campaign. On some platforms such as Google Ads (AKA Google Adwords) keyword tools can help identify missed opportunities, leading to a higher conversion rate at a lower cost. Social networks such as Facebook, with their vast user database, can be used to profile customers based on interests, demographics, and behaviour.

Unlike traditional adverts in newspapers or magazines, PPC makes it possible to run multiple instances (A/B testing) of a campaign at the same time, so you can see what design and content works best to make a click happen. It’s possible with tracking cookies to then report how well that advert performed once the user is on your website.

How effective is PPC to reach new customers?

If you’ve had any experience with increasing organic traffic you’ll know that it’s not a quick fix to increasing traffic. Search Engine Optimisation and Content Marketing is time-consuming and you won’t get results straight away. It’s a field that’s becoming increasingly competitive and requires technical know-how.

PPC on the other hand provides advertisers with almost instant results.

What PPC platform works best?

Choosing the right Pay Per Click platform requires you to know who you’re going to target, but one of the most popular is Google Ads. There are 1.5 billion active Google users across the world and they hold the first and second place for most visited sites: Google Search Engine and YouTube. Google Ads allows you to segment into five specific types of advertising: paid search, remarketing, YouTube, shopping, and display.

Google PPC Platforms

Paid Search

At the top of every Google search page, you’ll find paid-for listings, this is prime real estate for marketers.

Remarketing

If a visitor leaves your site, then you’ll be able to target those people on other pages.

YouTube

Ads can appear at the start or during a stream and also in YouTube’s search results.

Shopping

Similar to Google search results but instead it will feature your product image and price as well.

Display

These are like traditional banner ads that can appear as text or as an image on other websites.

Other digital marketing PPC channels

Pay-per-click is not exclusive to Google and the alternatives are not second best, it just depends on what you’re trying to achieve.

Let’s start with the elephant in the room, Facebook.

Pay-per-click through Facebook

Facebook is the largest social media network, with 2.5 billion users worldwide. Many businesses get by using Facebook without any paid ads at all, but great content fails to reach its intended audience most of the time without a helping hand.

Thankfully the chaps at Facebook have made a wealth of data available for targeting your PPC ads. Demographics, behavioural traits, interests, and life events all can be optimised to trigger the desired reaction.

What other social media channels use PPC?

Major social media channels such as LinkedIn, Instagram, Twitter, Snapchat, and the not so baby dragon, TikTik all offer PPC services. Each channel has its own merits and as experts in optimising adverts to ensure ROI (return on investment). We at StoryThreads always consider these alternatives and can manage campaigns on your behalf so you get the best deal.

Likewise, Bing/Yahoo! offer a lower cost pay per click model and come in useful for highly competitive keywords. We’re always looking for the places people forget or untapped opportunities waiting to be pillaged. And Bing/Yahoo! also boasts a higher age demographic than Google, so if you’re in the gray market it could be a mistake not to consider them.

Does PPC work alongside other digital channels?

What if we told you that PPC on its own was a bad idea.

Sure you can get quick wins but the key to great digital marketing campaigns is to cover all three pillars of digital marketing media: Paid for, earned, and owned.

We’ve discussed paid for advertising and the benefits of a PPC campaign, but consider owned media, like the content that’s on your website. This has the potential to become long-tail content, taking the essence of your message, repackaging, and putting it back out as advertisements. What’s great about this approach is you’ll get to atomise the content and see what your audience actually cares about.

You can feed that insight back into your evolution loop.

Paid media also can be used to influence earned media (publishers and influencers) to produce content in exchange for ad revenue. That way you’ll have short and long-form promotional content wrapped together in a tight campaign.

What agency would be best to run a PPC campaign?

We’ve been running pay-per-click advertising campaigns at StoryThreads and throughout our careers on the client-side for over 20 years. That’s experience many digital agencies just don’t have. We pride ourselves on creating value for money ad campaigns, keeping sight on your goals to ensure above-average ROI for the industry.

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