PPC ADVERTISING
PPC Advertising
Meta, Google, and TikTok continue to take away levers for paid marketers to pull to impact performance. Understanding how to get the most of the algorithms is key to building a scalable paid ad strategy. Our team of experienced specialists stay up to date on the changes to the ad platforms and continuously test the boundaries.
What is PPC advertising?
PPC stands for pay-per-click, a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked. Essentially, you’re paying for targeted visits to your website (or landing page or app). When PPC is working correctly, the fee is trivial because the click is worth more than what you pay for it. For example, if you pay $3 for a click, but the click results in a $300 sale, then you’ve made a hefty profit.
How does PPC advertising work?
PPC advertising looks different from platform to platform, but in general, the process is as follows:
- Choose your campaign type based on your objective.
- Refine your settings and targeting (audiences, devices, locations, schedule, etc.).
- Provide your budget and bidding strategy.
- Input your destination URL (landing page).
- Build your ad.
Google Ads
Every second, there are billions of searches performed on Google, and the majority of search results pages include Google ads. Paid for by businesses, Google Ads is an effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.
Google Ads is the name of Google’s pay-per-click (PPC) platform, which allows businesses to gain visibility across Google’s properties. The most common type of Google Ads ad is the search ad, which appears on the search engine results page (SERP) for searches relevant to the advertiser’s products and services—but businesses also use Google Ads to run display ads, shopping ads, YouTube ads, and more.
Facebook/Instagram Ads
Facebook ads are a type of online advertising that allows businesses and individuals to promote their products, services, or content on the Facebook platform and its affiliated platforms, such as Instagram and Messenger. Facebook is one of the largest and most popular social media platforms, making it a powerful tool for reaching a wide audience.
TikTok Ads
TikTok ads are a form of advertising that allows businesses and individuals to promote their products, services, or content on the popular social media platform TikTok. TikTok is known for its short-form video content and has gained immense popularity, especially among younger audiences. Advertising on TikTok provides an opportunity for brands to reach a large and engaged user base.
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