PPC, also known as Pay Per Click, is a marketing strategy which involves advertising your business on a website other than your own such as Bing, Facebook or Google. Each time your advert is click and creates a visitor to your site you are charged a fee, irrelevant of if the visitor buys from your, registers to your mailing list or any other action you would like them to perform. Essentially you are buying traffic to your business website.
There are two main options for your business if you wish to use this form of advertising (listed in no particular order)
The benefits of using Google are that you can research the number of people who are searching for a particular phrase that you want to advertise, which can make your marketing more effective when you are targeting your required audience. The downside to Google is that you cannot fine tune your audience by age, gender or personal interests.
Whilst the opposite can be said for Facebook your audience demographics can be defined but you cannot gain information about peoples interest in a particular search phrase or product.
What is Google Ads?
At the time of writing this article, Google Ads is the most popular PPC advertising site throughout the world. It works on the basis of advertisers competing with others for the same search word or phrase for the top positions based on the amount they wish to spend per click and the quality score that is calculated by Google. The spend per click is set by you the advertiser and the quality score is calculated by Google based upon factors including click through rate, landing page content quality and the content relevance.
Of course you are in control of the page content and quality so you can improve this with A/B testing and making small adjustments to improve your standing. By improving your quality score calculated by Google you can see your cost per click be lower than you have set and therefor increase the number of clicks for your budget.
We have all heard the phrase “Google It” to find information about something that we are looking for, the same naturally occurs for people who are looking to purchase a product or service. With the volume of traffic Google naturally generates you will soon see visitors to your site and have the potential of visitors buying your products.
Advertising on Facebook
With over 1.9 billion users, 6 million business and individuals advertising and over 22 billion adverts clicked a year on Facebook, this form of advertising is definitely something you should be considering for your business.
With costs per click being a lot cheaper than other PPC advertising methods you can easily set a budget of £5-£10 per day and get lots of targeted visitors to your website who are interested in your products or services.
Facebook advertising is a two prong strategy. Firstly you specify your audience through easy to adjust settings setting which interests, demographics, connections, age ranges, languages, or locations that your potential buyers should have. Your advert is then shown to 1000’s of Facebook users every day, those who are actually interested in your product or service will then click the advert and visit your chosen landing page. Your advert itself can be text, image or even video giving you more opportunities to attract your potential customers.
Once you have found the niche settings that drive buyers to your site and not just visitors you can then duplicate the same settings and promote other similar services or products knowing that your advertising will give you a great Return On Investment or ROI.
Overall both of these forms of advertising can and does provide visitors, who are wanting your product or service, to your site, which in turn will lead to sales. Depending on your marketing strategy and/or budget you may choose to use one or both of these strategies. However be sure not to go in all guns blazing from day one, test your advertising and fine tune it before committing big budget spend which do not provide you with a good enough ROI and put you out of business quickly.