How does PPC work?
PPC advertising works by allowing advertisers to bid on specific keywords or phrases that they want their ads to appear for in search engine results. When a user searches for one of those keywords or phrases, the advertiser’s ad will appear among the top results. The advertiser is then charged a fee each time a user clicks on their ad.
Why is PPC important?
PPC offers several benefits not found with SEO or social media, including:
Quick results:
PPC advertising can drive traffic to a website almost immediately, whereas SEO can take time to show results. Platforms usually approve ads the same day, providing maximum exposure almost immediately. This could be a text ad via Google search, an image ad through Instagram, or even a video featured on YouTube. Using multiple platforms in different formats can increase your brand’s visibility.
Reach your targeted audience:
PPC advertising allows marketers to target specific demographics, interests, and location, which helps to reach the right audience. You can even target individuals based on their behaviors and interests; social media sites like Facebook can help you get your ad to the group that’s likely to convert into a sale.
Measurable:
PPC advertising provides measurable results. It allows marketers to track conversions, return on investment (ROI), and other key performance indicators (KPIs). Cost-effective: PPC advertising can be more cost-effective than traditional advertising methods, such as television or print ads, since marketers only pay when a user clicks on their ad, and they can set a budget for their campaign.
Branding:
PPC advertising can help to increase brand awareness. Even if users don’t click on the ad, they may still see it and remember the brand.
Complementing SEO:
PPC can be used to supplement SEO efforts. While SEO focuses on increasing organic traffic, PPC can be used to drive immediate traffic to a website while SEO efforts are still ongoing.
Track your goals:
Tools such as Google Analytics can help you track your goals. See how your ads are performing in real-time, and decide what needs to get done to reach your goals more efficiently.
Reputation management:
PPC can be used to bid on keywords matching a reputation event and directed to a landing page directly addressing the matter so you can control the narrative, instantly and professionally.
What are the types of PPC ads?
Search
Search pay-per-click ads are the most popular type of PPC ads. A search ad appears at the top of search engine results pages (SERPs) when a user enters a specific query (keyword or phrase) into a search engine (Google and Microsoft Bing being the most popular). These ads are typically text-based and are designed to be highly relevant to the user’s search.
Advertisers typically pay each time a user clicks on one of their ads (the cost of each click is known as CPC or cost per click. Search ads are the most popular way for businesses to promote their products or services and drive traffic to their websites.
Display
A display ad is a type of ad that appears on websites, apps, and other digital platforms, typically in the form of a banner or other graphical format. Display ads are designed to be visually appealing and can include a variety of media such as images, videos, and interactive elements.
Display ads are often used to raise brand awareness, promote products or services, or drive traffic to a website. Display ads are typically purchased on a cost-per-impression (CPI) or cost-per-thousand-impressions (CPM) basis, meaning that the advertiser pays each time the ad is displayed a certain number of times.
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Remarketing
Remarketing is a form of advertising that allows businesses to show ads to users who have previously interacted with their website or mobile app. Remarketing ads are typically shown to users as they browse other websites, or as they use mobile apps, and are designed to remind the user of the business and encourage them to return to the website or app.
Remarketing ads can be delivered in various formats, such as display ads, search ads, video ads, and social media ads. They are usually purchased on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis.
Remarketing campaigns are highly targeted and effective at driving conversions and sales. They work by tracking users’ behavior on a website or mobile app, then using that data to show them targeted ads as they browse other websites or use other apps. This is done by placing a cookie or pixel on the user’s browser or device, which is then used to identify them and serve them relevant ads.
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