PPC advertising stands for pay-per-click advertising, and it’s essentially a way of buying web traffic.

There are two main types of PPC:

• Google Ads advertising: Advertisers bid on keywords in order to appear at the top of Google search engine results when somebody performs a search for those keywords.
• Advertising on partner networks: Text ads, display ads or banner ads can be placed on numerous partner sites. These ads can be placed through the Google Network (e.g. Maps, Shopping, Gmail, YouTube, partnering websites across the internet, etc.), social media ad networks (e.g. Facebook, Instagram, Pinterest, LinkedIn, etc.), or through web advertising platforms (such as Taboola, Outbrain, etc.).

The location and appearance of PPC paid advertising ads will differ depending on the network you’re using and the objective of your PPC campaign. Most PPC ad networks will allow you to choose where to show your ads – most commonly on their own platform/app.

For example, a campaign in Google Ads will appear on Google’s SERPs as a headline, description and web address.

An ad on Facebook with the objective of brand awareness will appear within the Facebook app and will include a headline, copy, visuals (image, video or slideshow) and call-to-action button.

A Facebook ad with the objective of lead generation will also include an in-built lead form to collect details of prospects.

A banner ad will appear on the websites specified and will only include an image that links to your landing page/website.

There are many reasons why investing in Google Ads can help grow your business online:

You can target an audience that is actively seeking your service
It’s scalable, and can be turned up and down depending on your business needs, targets and KPIs
It drives qualified traffic quickly – traffic from PPC and Biddable media marketing is almost instant
It allows you to run seasonal campaigns effectively and proactively
It allows you to react to industry changes quickly
It’s highly flexible, providing an on/off tap of traffic to your site
Results are highly measurable
It works well with other digital marketing channels

Programmatic advertising is the automated buying of online ad space from a vendor, using specialised software. It allows you to buy advertising space across a variety of ad channels, including search, display, video, audio or out of home (OOH) advertising. However, it’s more typically used for display and video advertising.

Programmatic advertising gives you a much wider scope to reach your audience than Google’s standard display channel. It can even reach devices like internet-connected TVs, opening up to the world of television – a channel that has historically been reserved for offline campaigns.

Programmatic paid advertising allows you to target very specific audiences in a way that Google Ads doesn’t. For many businesses, it offers the most effective way of getting brand awareness adverts in front of as many relevant people as possible.

For example, programmatic advertising lets target users based on:

Demographics
Location
Interests
Behaviours
Time of day
Device
This allows businesses to deliver targeted ads to the right user, at the right time, on the right device – in the right place. In addition, programmatic advertising uses real-time bidding, which ensures you bid for the right user with the optimum bid.

PPC remarketing or Google Remarketing helps you to target potential customers who have already been on your website. It can push them towards completing the desired action or encourage them to become repeat customers with strong lifetime value.

Most importantly, it reminds your website users of your product or service after they’ve left your site and are exploring others. It recaptures their interest and can result in a conversion long after their initial interaction with your website – something which particularly benefits businesses with long lead times.

At 23 Digital, our PPC and paid media advertising experts can help you get the most out of your PPC remarketing campaigns.

Data shows that people are more likely to buy from a familiar website that they trust over one they’ve never seen before.

PPC remarketing re-captures the attention of users who have already interacted with your website as they travel across the web, increasing the familiarity they feel towards your brand. This heightens trust signals and pushes them towards making a conversion.

By segmenting your audience into different pots such as product page viewers or shopping cart abandoners, you can create highly targeted ads that resonate with specific and engaged audiences.

By allocating a portion of your PPC and biddable media budget to Google remarketing campaigns, you’ll reach audiences that are more likely to convert. This saves you money, increases your conversion rate and improves your ROAS.

Developing a Facebook marketing strategy with Business pages and Facebook groups is an extremely effective way to engage and communicate with your online audience.

More and more people are choosing to follow and contact brands through their Facebook pages, providing an excellent opportunity for you to reinforce your brand values and personality.

Facebook marketing can also help you to:

Build an active and engaged following
Expand your audience
Increase brand awareness
Create and engage in valuable conversations with existing and potential customers

No matter what type of business you run, Facebook offers a variety of advertising types that will enhance your business’ online presence. Combined with an extensive collection of demographics and interest-based user data, Facebook advertising is a powerful resource when it comes to selling your service or product effectively.

With Facebook paid advertising, you can choose from advert types such as:

Reach and frequency ads – ideal for large budgets who want to generate large-scale brand awareness
Lead generation ads – ideal for getting customer’s details straight from Facebook without the user having to land on your website
Conversion ads – ideal for targeting an audience who’s most likely to convert.
Dynamic remarketing – perfect for re-targeting your existing website users with the products/services they’ve already explored, but with ads on Facebook
Product ads – ideal for showing any physical products your products along with price information
At Growthgenie, we strategically plan your ad campaigns to meet your business goals. Whether we’re introducing your brand to a new audience, reminding them of your offering, or targeting your most engaged audiences with irrefutable CTAs, our paid search advertising agency can provide assistance every step of the way.