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The Evolving Benefits of Pay-Per-Click Advertising in the Age of Over-sharing

You’re likely already familiar with PPC or Pay-Per-Click advertising and have experienced targeting efforts at some point over the last 24 hours. Most content driven websites, social media platforms, and apps we use every day utilize methods of paid advertising. These ads may be in the form of text, images, or videos to reach current and potential customers, and it is no mistake that the ads appear where they do, as you have likely been a target for some campaign or another. But what is the best form of paid advertising? Which yields the best results?

There are two main categories of paid inbound digital advertising: Impression based and Pay-Per-Click, each have specific benefits. Another way of thinking of impression based advertisements are as pay-per-view advertisements. A business can pay a website host to display their ad to X amount of people for a fixed fee, after which the ad can be rotated out or, of course, the advertiser can pay another fee. For example, an advertiser could pay $5 every time their ad is displayed one thousand times, meaning one thousand people have seen it. Impression based ads are typically the lower price point of these two options, and while more people might be viewing the ad for a lower cost, it might not bring traffic to the advertiser’s website, and the advertiser will pay the fee regardless.

Pay-Per-Click advertising is exactly what its name implies: a business or advertiser pay a fee every time their ad is clicked on and only when it is clicked on. There are several channels a business can choose from when it comes to PPC marketing. Through Google’s Adwords platform, businesses have the ability to bid on keywords that are most apt for their prospective clientele and Google will place their clickable ad in the search engine results of that word or phrase. For example, an Italian restaurant in the New York City area would find it very impactful to be the highest bidder on the keywords “Italian food New York City” to set themselves at the top of the search engine list for tourists to find. However, the restaurant would only pay the fee if their ad is clicked on.

Another avenue for Pay-Per-Click advertising is through the powerhouse of all social media platforms, Facebook. (Facebook also offers an impression based advertising package, but as it is more geared toward experienced marketers and therefore more complex, we’ll keep it sweet and simple and stick with their PPC campaign options for this post.) Facebook offers a plethora of options when it comes to types of ads: everything from simple text + image ads on the side bar of a user’s navigation leading to the advertiser’s website to interactives which allow customers to scroll through images, tilt them in different directions, zoom in/out and more and every kind of ad in between.

What makes Facebook ads particularly powerful is the ability to reach very specific audiences through targeting. By demographic, proximity to your business, interests and behaviors, you’re able to filter who sees your ads on their page and in what capacity. Potential customers have willingly handed over this invaluable information in this new age of oversharing. Interests, “liked” pages, recent searches, and check-ins at various locations have given advertisers insight into their customer’s lives like never before. Suitable for both businesses with large audiences and those with more niche markets, targeting delivers your advertisements to your specific customer’s fingertips.

Again, you’re only paying a fee when your website is accessed through one of these ads, making PPC advertising the best and most cost-effective way to reach your intended target audience. Other advertising tactics such as billboards, print ads, or even commercials often charge per space or length of advertisement, no matter what ROI your business sees or doesn’t see from these ads. These somewhat antiquated advertising methods don’t have nearly as much potential for targeting a specific group as opposed to PPC, which will appear on the screens of people most likely to buy your product.

In order to reap all the benefits PPC advertising has to offer though, a business has to know which keywords and phrases would reach their customers and who exactly their target customer is before even beginning to apply filters to their ads, in the case of Facebook advertisements. That’s where Adenvision can not only help, but also ensure your business’ success. Through delving into your business’ online presence we learn everything there is to know about your current and potential customers and what opportunities there are to generate more traffic and ultimately more sales. From our research Adenvision will develop a comprehensive digital customer acquisition strategy for your business complete with an outline strategy of techniques to create a successful paid media campaign and presence.

Get in touch with us today and find out more about what PPC ads and Adenvision can do for you.

Jason Payne
Jason Payne
"Building great products that solve real problems" Connect with me on LinkedIn
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