Pay per click (PPC) marketing is an essential practice to be included in any successful digital marketing strategy. This guide is here to help you to understand a little more about what PPC marketing is and the best PPC practices for a PPC campaign in 2021.
PPC advertising platforms are essentially platforms that allow you to create pieces of content and show them to the users that you are targeting. They charge you money for this, of course, but don’t charge you based on the time they spend advertising. Instead, they charge you for each time somebody clicks on your content. You bid for these clicks – telling the platform that you will pay x amount for one click or 100 clicks. The highest bidder gets their content displayed. On some platforms, you will also pay for other actions, like impressions, views, engagements and more metrics and KPIs.
PPC comes with many benefits, including:
Made by factory has outlined some of the hottest PPC marketing trends for 2021:
Each PPC platform has its own benefits and best practices. There are two main PPC platforms that dominate the landscape: Google Ads and Facebook Ads. Google Ads show adverts to customers based on what they are searching. The best way to get value from a Google PPC campaign is by showing your ad content to users who are actively looking for you, slightly further down your conversion funnel.
Facebook ads have a brilliant targeting system and allows advertising on Instagram. It is great for retargeting, especially those based on segmentations. It is also great for custom audiences – you will be able to introduce your brand to customers who had no idea you were what they were looking for. In a way, Google ads are about taking advantage of demand, and Facebook ads are about generating that demand. As a result, you will probably wish to stagger your ad spend between different platforms to reap the most benefits from an extended campaign.
It is worth noting that you should use PPC in a wider context – as part of a campaign that seeks to get both paid and organic views.
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