Types of Pay-Per-Click Advertising
In the 21st century, Pay per Click advertisements is the primary way for business owners to market their products and services. This technique is relatively easy to use and offers a large exposure in terms of potential clients.
Pay Per Click adwords is a kind of advertising strategy where the advertiser pays a pre decided fee for every click recorded on his or her ad. In this way of digital marketing, the advertiser can display as many ads he or she prefers in exchange of money paid for every click.
This technique allows the advertiser to buy views for his or her website instead of having to earn them organically.
In this article, we will talk about four of the best Pay Per Click advertising techniques used by millions of people around the world.
Search Advertising
In this method of advertising, the advertiser places his or her ad in the search engine. A certain amount of money is placed as a bid for the sponsored link and every time someone accesses the website through the advertised link, the money is transferred from the advertiser to the search engine platform.
The Search format of pay per click online advertising mostly relies on keyword based searches for gaining traffic. When a potential customer searches a particular phrase in on the search engine, the sponsored link appears first. This increases the exposure of the website while providing the customer with relevant links at the top of the search engine page. That is why it becomes extremely important to use the right keywords. Usually, long tail keywords are better than simple keywords. They have a higher rate of search engine optimization and lead to more conversions that the usual short keyword.
This is one of the best ways to drive traffic as the investment is minimal as compared to the returns. For example, if you pay $5 dollars per click, but generate $500 per visit, you are earning almost 100 times as much as you are paying.
Display Advertising
Display Advertising is one of the most popular forms of Pay Per Click advertising. In this kind of advertising, you can add a visual component to your advertisement through the form of a sponsored image. These images often appear on websites that are linked with Google Adsense. These ads are more appealing than textual ads thus increasing the probability of the viewer visiting the sponsored web site.
These ads often appear as the product image that is linked to the landing page of the advertiser’s web site. These images can be presented at the side of the web site text or at the bottom of the page.
The best part about these ads is that they specifically target the audience that is most likely to be interested in the advertiser’s products. The advertiser has the option to create and alter the desired market group to whom these ads are displayed.
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Video Advertising
Video Advertising is one of the most effective ways of Pay Per Click Advertising. This is one of the most visually appealing and attention grabbing forms of advertising. These ads are mostly displayed on video streaming platforms like YouTube. Nowadays, these ads are also displayed on Facebook and Instagram stories.
However, these ads can also be displayed on relevant blogs and web pages depending on the bid amount (the amount of money paid for every click on the sponsored link). Most of these video ads auto play when a viewer visits the web site hence immediately grabbing their attention towards the advertisement. The video format catches the viewer’s eye and often holds their attention until the end of the video. This has the potential to generate curiosity in the viewer’s minds prompting them to visit the sponsored web site.
These work in a similar manner to the other forms of PPC advertising. The advertiser pays a nominal fee for every click recorded through the sponsored link. Although the pay per click rate for video ads is often slightly higher than simple textual ads.
Remarketing Advertisement
The remarketing kind of google remarketing advertising is used to re-engage the audience that has already visited your web site. This are useful when your web site gains traffic but does not result in conversions. Often when people find out about new products, they need some time to think about whether they want to buy it from your site or compare the prices from other sites before deciding.
In such cases, remarketed ads can be a perfect way to grab their attention and nudge them towards buying your product. Usually, this is done through a tracking pixel embedded in your web page. This records the viewer’s activity on your page and presents you with detailed analytics to create targeted ad campaigns.
Remarketed ads are mainly focused on the products and services that the viewers have engaged with during their previous visit to your web page. They provide a subtle form of encouragement to consider choosing the sponsored brand.
When it comes to creating a successful pay per click advertising campaign, the most important part is the research. Before investing in Google ads, the advertiser must conduct a thorough research regarding the required and trending keywords. It also helps propel the campaign further if the target audience group is determined. Targeted ads have almost twice as much rate of conversion than randomly placed ads.
It is also important to create high quality landing pages to increase the conversion rate. Google is known to reward the advertisers who regularly create smartly targeted and relevant advertising campaigns. When your ads start getting a higher conversion rate, Google starts charging you less for your ad display.
This is determined by considering your bid amount and the respective quality score of your web page. This is derived by the clickthrough rate and the induced relevancy of your ad placements. The higher your quality score, the lesser your ad campaigns will cost. This in turn boosts the profits of your business.
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