How Does Pay Per Click Work in Social Media and Advertising?

ppc

Pay-per-click (PPC) is an incredibly important part of digital marketing.

As time goes on, digital marketers notice more and more success with PPC advertising methods. No wonder it’s made such a mark in the digital world. Not only are they effective, but they’re also very affordable. This makes them a great option for businesses both big and small.

Pay-per-click ads could make all the difference in the success of your advertising campaigns…but only if they’re right for your company.

We’re here today to give you the information on everything PPC! You will be able to make the decision to get started on creating and running successful campaigns.

PPC

What is Pay-Per-Click Advertising?

Let’s start with the basics and understand what PPC advertising really is.

A pay-per-click (PPC) advertisement is an ad that shows up on various websites.

They could be at the top of a Google search, on a social media feed page, or on the side of your screen as you browse through different websites. There are plenty of options for where PPC ads can show up for users.

When you create your PPC ads, you receive a major benefit as you only pay when someone clicks on your ad.

This makes PPC ads a great choice for those on a specific budget. You can make sure you are only spending money on those who are actually interested in what you have to offer.

It’s important to know there is no cost to place your ad. Rather, cost is only incurred with users who actually engage with the ad.

Once they click, the determined cost is added to what you are charged. Your budget can be set to a specific number so that it stays within your limit.

PPC ads rely greatly on your choice of keywords as your ad will only appear when someone specifically searches for that specific keyword. This means you need to be extra considerate of your keyword strategy.

Always make sure your ad aligns with the user’s search intent. The popularity of your chosen keyword then helps to determine what you will pay each time someone clicks on your ad.

What is the Most Popular PPC Platform?

PPC ads can be broken down into two categories: search advertising and display advertising.

Search advertisements are ads that appear as search results on search engine results pages (SERPs). Display advertisements on the other hand, are ads that appear as videos, graphics or paid posts. They are most commonly found on social media feeds or third-party websites.

There are many platforms to utilize for your pay-per-click marketing needs. But many marketers will use Google ads as a part of their campaigns. This is because Google is the most commonly used search engine.

In addition to search ads on Google, other popular search engines and social media sites for advertising include Facebook ads, Twitter ads, Bing ads, Pinterest promos, LinkedIn ads, and Quora ads.

PPC company adwords campaign

How does Pay-Per-Click Advertising work?

Let’s take your understanding of PPC ads a little bit further by doing a deeper dive into how search ads work.

When you run a digital marketing campaign, it’s likely you will have several different ads groups. These can be used to highlight certain products or services offerings from your business.

Within each of your ad groups you will want to take advantage of many keywords. This helps interested customers see those products or services.

Depending on your chosen keywords, you will make bids for each through a keyword auction. Once you have successfully won the bid, every time someone searches for that keyword, your PPC ad will appear.

PPC search ads generally don’t include a ton of text or information. This means it will be up to the landing page that you direct them towards to give them more information.

You can learn more about landing page optimization here.

Your PPC ad could be seen by thousands of users, but it is only when they actually click on the ad that you are charged.

Display ads are also an important type of PPC ad to consider.

Ads that you see displayed on the top, side, or middle of website content are considered display ads. These types of ads are incredibly effective as they properly relate to your target audience and entice them to click to make a purchase of your products or services.

Now that you understand how PPC ads work in terms of search ads and display ads, let’s look a little more closely at PPC social ads.

Facebook ads

What is Social Pay-Per-Click? 

One of the common forms of pay-per-click ads is social PPC. These are ads that show up on social media platforms.

The great thing about PPC social ads is they often provide options for targeting specific groups. This is based on demographics, interests, and other factors.

By selecting these options, marketers are better able to hone in on their target audience. They can make sure their ads are only seen by relevant users.

There are many options on the various social media platforms for selecting certain types of ads and targeting. You can reach large audiences and also view insights on who has viewed or interacted with your ad.

Social ads can appear in the user’s newsfeed, search results page, or on the top, side or bottom of their feed. Selecting which option is best for your business will be up to you and your needs.

How does Social PPC Work?

Every social media platform will be different from the next. But there are some general practices to understand that will help you along the way.

When running social PPC ads, the first thing you will want to do is learn about your target audience. It’s more than likely your audience is on social media.

So, how can you make sure that your ad is reaching them and only them?

Once you have a good understanding of what your audience is looking for and what’s important to them, you can make your targeting selections. From there, you can make the choice to select where you would like your ad to appear on the selected social media platform.

PPC social ads are best for building brand awareness, and keeping paid ad costs low. Ultimately the choice to use social ads vs. search ads will be up to you as a marketer and your strategy.

Think about what is most important to your target audience and where they are in terms of online use. While some audiences may be avid search engine users, others may be all about anything and everything social. Carefully consider your options and be sure to use testing to make an informed choice.

If you’re looking to read even more about paid search vs. paid social, you will definitely want to check out these 4 tips for choosing the right platform.

Run a Successful Campaign with Pay-Per-Click Ads

It’s no secret that running pay-per-click ads is going to be beneficial for marketing your business. It can also help you gain the traffic and conversions you’re looking for.

But we know putting together your ads and optimizing them for best performance can be complicated. If you’re looking for help in setting up and running a successful PPC campaign, Blue Water Marketing is here to help.

Get in touch today to discuss your needs. Or, check out our PPC service offerings to learn more about what we can do for you!

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Chris Marrano

Chris Marrano

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