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Types of Pay-per-click Advertisements

Date: August 13, 2019 | Author: David Roy | Filed under Pay Per Click Search Marketing | No Comments »

Digital marketing has certainly replaced traditional marketing methods to a great degree. Pay-per-Click Advertising is one of the most crucial parts of any digital marketing campaign. Clients are required to pay a fee – every time a client’sadis clicked. This is a way to increase visitors to a website. It is regarded as one of the most effective forms of digital marketing tactics in use today, as well as a cost-effective method.

PPC campaigns are a cost-effective method for many companies to attract visitors to their websites. Depending on the client’s preferences and requirements, there are different types of PPC campaigns offered by digital marketers. Some of them are described in brief below:

  • Paid Search Marketing: Paid Search Marketing is one of the most common types of PPC services on offer, with providers such as Google AdWords and Microsoft Advertising being pioneers of this field. They show the client’s ads to users searching for some pre-defined keywords. It allows campaigns to be set up by writing ad copies, after selection of relevant keywords and a suitable landing page has been agreed upon.
  • Social Media Advertising:Several social media platforms such as Facebook have started offering a form of PPC advertising, since they have a high number of users who can be potential customers.  Running a social media advertising campaign can help clients achieve a higher click through rate, which in turn increases the awareness around a product.  Such channels can thus be used to effectively target specific demographics and preferences.
  • Display Advertising: Display Advertising consists of an image, text and banner ads appearing on different websites. They are used as a tool to target audiences. These ads help in spreading information and creating a brand awareness related to the brand. The ads are linked directly to the client’s website and generally have a lower click-through rate as compared to search ads. They are basically used as a brand awareness tool.
  • Retargeting PPC: Retargeting PPC campaigns which are also known as remarketing, use cookies from the user’s device. They are then used to show users specific ads, based on their previous online purchase habits. For instance, a user who has searched extensively for vacations on the web will be shown display ads related to a traveller’s need, such as a travel agent’s latest deals. Retargeting can be used in combination with other forms of marketing such as display, search and social media campaigns.
  • Price Comparison Website Advertising: Price comparison sites, sometimes known as aggregators are mainly concerned with gathering information like display prices and special offers for a host of different products and services. Users searching for such offers, click and then buy directly from the merchant or the portal in question.

PPC marketing requires specialised knowledge, ongoing management and dedication. Because of the risks associated with poor ad placement, a client must be extra careful while selecting their digital marketing partner. A simple Google search will yield a host of options near you, for both local and global levels.

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