Pay-Per-Click Advertising - Mike Grossman Consulting

Pay-Per-Click Advertising - Mike Grossman Consulting - Newsletter, September 2019

Published: Thu, 09/26/19

Hello and welcome back to another edition of the newsletter. This month I'll discuss Pay Per Click advertising (PPC) and the different platforms that are available.

While SEO drives organic search traffic to your website, PPC allows users to click on an advertisement that takes them to your website. How these ads appear in front of users depends on the platform and how the ads are configured by the advertiser.

What is PPC?

PPC is a type of marketing on the Internet in which you pay to have visitors come to your website. Every time a user clicks on your ad, you have to pay a small fee.

The idea is that getting users to your website to make a purchase or providing you with their information is worth much more than the cost of the advertising campaign.

But just getting users to your website is one thing, actually getting them to do what you want means your website has to be functioning properly and easy to use. It's best to make sure everything is in order on your website before spending on ads. (Doing some basic SEO is a good starting point.)

Let's Get Started Advertising!

Paid Advertising on Facebook

You might have tried boosting a post on Facebook without much success but there is a lot more that you can do by using the Facebook Ads platform directly. While Facebook Ads are definitely more complicated to set up you can create different types of ads (carousel, slideshow, and more) and do more sophisticated targeting.

Facebook ads can be placed in a user's feed, in the right column or the messenger inbox. Also, since Facebook owns Instagram, your Facebook ads can appear in user's Instagram feed as well.

When you create a Facebook ad you can configure the audience you want to target. This targeting can include where they're located (i.e. "near Boston"), demographics (i.e. age, gender, relationship status, job title and more) and interests (anything from favorite foods to what they watch on tv).

Are you interested in starting a Facebook ads campaign?

Paid Advertising on Google

Have you ever notice the ads that appear at the top of the Google search results page? Those ads are created using the Google Ads platform, the most popular PPC platform on the internet.

Advertisers pick which keywords they want their ads to appear for and then when a user searches for one of those keywords the ads appear. (In reality, your ad may or may not appear every time because you're also competing with other advertisers).

Compared to creating ads for Facebook, there is a lot more work involved because you want to find the right keywords to use. Luckily, Google has a free tool called Google Keyword Planner that helps with this process.

Are you interested in starting a Google ads campaign?

Paid Advertising on LinkedIn (and More)

While not as popular as Facebook Ads or Google Ads, companies might find that advertising on LinkedIn is very compelling.

Advertising on LinkedIn is similar to Facebook but does not allow advertisers as wide a range of audience targeting. LinkedIn, which is more of a B2B platform, allows for targeting by company name, job title, company size, etc.

LinkedIn advertising is more expensive than Facebook advertising but the ROI might be just as good for you so it's worth exploring.

Other niche advertising platforms include Bing, Pinterest, and Quora. I wouldn't necessarily recommend any of these but it might work depending on your business model.

Are you interested in starting a LinkedIn ads campaign?

Contact Mike Grossman Consulting now to schedule a free PPC consultation.

We'll help you make the most out of your ad budget.

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