Pay Per Click PPC
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Basic PPC
What is PPC (Pay Per Click)?
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PPC (pay per click) is a type of advertising on the Internet, in which the advertiser pays each click made by the user to go to the site. PPC advertisements are placed on the network with the help of contextual advertising providers such as Google.
PPC is a handy tool for those who want to attract quality traffic to their website, as this type of Internet advertising is closely related to the needs and expectations of users.
What is the purpose of PPC?
PPC is used to directly achieve specific goals (sales, listings or other targets). The reason is that PPC ads can target, through the use of appropriate keywords and display sites, a carefully selected and qualified audience.
PPC allows businesses to connect directly to their target audience by using advertising and visual campaigns across the web while increasing traffic to their site.
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The investment cost
The cost of a PPC ad click depends on many factors: the amount of competition in the industry, the user’s location, time of day, season, etc. However, the landing page level and the quality of the
advertisement are crucial – the higher the QS (quality score), the higher position of advertising in search results and the lower the cost per click.
The success of any PPC campaign is measured by the return on each paid click, or ROI (return on investment). In this regard,
advertising traffic also needs to be optimized for keywords and the appearance of ads, in order to achieve lower CPC and better traffic.
Dominant marketing model
The insertion of the advertisements is basically free. Whether or not the visitor makes a purchase at the end is, however, irrelevant to the click price (cost per click or CPC) – it only counts that the user has reached the advertiser’s website via the advertising material.
In the market segment of smaller advertising budgets, PPC is the dominant model.
There are multiple reasons for that. One of the key benefits of PPC is that costs are easier to predict than other forms of advertising. AdWords has a built-in cost-cutting mechanism that prevents it from exceeding the set budget.
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Search Ads
It is perhaps the form of advertising that comes to mind when we talk about Google AdWords, the most used Google advertising platform. When we talk about Google Search Ads, we refer to the option of displaying a text ad on the results page that is shown to the user when performing a specific search.
We choose the keyword (s) for which we would like to advertise and we only pay when a user clicks on our ad (the cost is calculated with a system based on the concept of auctions). These text ads have evolved over time, and now they adapt completely to the different devices on which they are visualized (both in form and functionality).
Display Ads
It is the other most used form of Google AdWords. In this case, Google puts at your disposal its catalogue of websites and platforms (also mobile apps) ascribed to the Google platform (through the Google AdSense).
We can make use of various types of ads (banners, text, videos, etc.) and we can choose where to appear based on different criteria that the platform allows (by context, by location, by themes, etc.).
In this case, we can choose to pay for each click received or for every thousand impressions of our ads.
Suitable for:
It is probably the best option to achieve brand visibility, since the Google Display Ads is probably the most viable network regarding cost / coverage. It is one of the best options when you can or should give free rein to creativity, since it has a large number of different ad formats (images, videos, rich media, text, etc.).
Remarketing
Thanks to the remarketing system, another advertising system in Google, we can “pursue” users who have visited our website, to be able to show them personalised ads when they navigate within the Google Display network.
It is usually used to show products that they have already seen on our website, to try to convince them by insisting, but it can also be used to reinforce
messages or concepts, by showing complementary announcements to the information that they have already come across on our website.
Re-impact users who have visited your website and have not yet decided to use your services. Reinforce the brand image, as they will begin to see your ads wherever they browse (always within the Google Display network).
YouTube Ads
The unification of YouTube with Google AdWords has allowed access to a platform of great visual impact in a very simple way. Now, very easily, it is possible to include ads in YouTube videos.
One of the great strengths of this method, apart from the great possibility of segmentation, is that with these ads (which can be of different formats) you pay only when the user views them during a specific period of time.
Suitable for:
Generate brand visibility or new products / services in a platform of great visual impact.
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Google My Business
Search Ads are specifically targeted to match a users search terms used on search engine platforms.
- High Intent
- Control
- Fast
- Targeted
Google AdWords
Search Ads are specifically targeted to match a users search terms used on search engine platforms.
- High Intent
- Control
- Fast
- Targeted
Google Shopping
Search Ads are specifically targeted to match a users search terms used on search engine platforms.
- High Intent
- Control
- Fast
- Targeted
Bing Ads
Search Ads are specifically targeted to match a users search terms used on search engine platforms.
- High Intent
- Control
- Fast
- Targeted
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Remarketing
Search Ads are specifically targeted to match a users search terms used on search engine platforms.
- Visual
- Awareness
- Targeted
- Wide Reach
- BannersAds tailored to your site’s look and feel
- Vertical BannersVertical Ads
- SkyscrapersTaller version of the vertical banner
- Rectangle AdsAs it suggests
- ButtonsSmaller than a banner ad
- Custom FitAds tailored to your site’s look and feel
- Text Ads
Display
Display Ads are a banner, text, image GIF form of ads on various websites (e.g. Google Partner Sites)
- Visual
- Awareness
- Targeted
- Wide Reach
- BannersAds tailored to your site’s look and feel
- Vertical BannersVertical Ads
- SkyscrapersTaller version of the vertical banner
- Rectangle AdsAs it suggests
- ButtonsSmaller than a banner ad
- Custom FitAds tailored to your site’s look and feel
- Text Ads
YouTube
TrueView is a YouTube Video ad scheme that provides the viewers with alternatives, the particular feature being the option of skipping the advertisements after only 5 seconds.
- Low Cost
- Targeted
- Visual
- More Content
- Wide Reach
- In-Stream AdsIn-stream ads run before, during or after videos on YouTube or on video partner sites and apps. They give viewers the option to skip the ad after 5 seconds. These ads help you drive awareness for your brand and products while people are watching a video.
- Vertical BannersVideo discovery ads appear in places where viewers discover content, like on YouTube search results, next to related videos and on the YouTube mobile homepage. They invite people to click on a thumbnail to watch your video ad and help surface your videos to an interested audience.
Take your first leap to growing your business
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Where to put your money in PPC
With the experience built over the past 10 years AiiMS can tailor a PPC marketing campaign to your business. Understanding your business is key to determining the next steps.
Some of the important information we need will help us divide your budget across the most appropriate and cost-effective platforms to achieve your goals.
Some of the information that we require are:
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Level of experience in the digital world
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Lead Capacity
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Size of your business
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Areas Serviced / Preferred
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Where else do you market
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Types of Services
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Sales Model
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Competitive Edge
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Pricing Model
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DO NOT Put all your eggs in one basket
The lowest hanging fruit will be the most simple and quickest platform, Google Ads.
On Expectations: Honesty is a very expensive gift. Do not expect it from cheap people
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Unfortunately, it is a platform that can quickly become your most expensive and unreliable if not managed correctly. Our Go-To-Market strategies are built to ensure your business does not fall in the trap of relying on only one form of marketing.
It is now commonly known that radio marketing is more effective when accompanied by a digital campaign. You must use the same principals with Google Ads. Google Ads are more effective with a remarketing campaign etc. Every digital platform leverages from the next. AiiMS will put your business in a position to succeed.
We will be able to provide you with a brutally refreshing expectation from your devised strategy. Our PPC strategies have helped many industry leaders get to where they are. Check out our YouTube Channel for our real-life client testimonials.
We understand that it is sometimes not feasible to begin on multiple digital platforms, what the AiiMS team will provide you, is the blue print or map to ensure you eventually tackle all platforms such as Search Engine Optimisation (SEO).
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Increase your profitability by 486% in only 18 months
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Increase your profitability by 486% in only 18 months
Through the past 15 years of hard-core industry experience, AiiMS Brains Trust have broken down what factors, strategies and structure that will transform your business.
AiiMS Exclusive White Papers are industry specific.
We will give you the factors you MUST consider in this developing market. Information you will not be able to get from any business coach, accountant, trainers or “digital leaders”.
If you’re serious about your business we will be serious with you.
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PRINT ADS
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