Paid advertising comes in all different shapes, sizes and PPC Tactics. Not all situations call for the same approach and no two businesses always operate the same so it is important to match a companies needs and goals with the right paid advertising campaign tactics. There are a lot of tools in the belt to use but not all jobs require the same toolset, which is why it’s important to get input from a professional PPC advertising agency to guide a campaign to success.
The beauty of paid advertising is that you can use different platforms for different advertising goals. Display advertising, such as through Simplifi, Facebook or using the Google Display Network, is generally used for Brand or Service Awareness. Not usually a big conversion medium, Display helps consumers learn about an advertiser’s existence, brand or available services. Display almost completely depends on the quality of the ad for any success. A bad ad will give a bad impression, a forgettable ad will be exactly that….forgettable.
However, an ad with a good call to action, compelling message or just exciting to look at, will generate success for the campaign. Video ads, on Youtube or Facebook, tend to be especially effective. Youtube can be very affordable (cheap) on a Cost Per Thousand (CPM) basis, since there is just so much content out there. Again, the key is the quality and message of the ad.
Search advertising, through Google or Bing can be highly effective since you are reaching consumers who are all over the purchasing funnel.
Search campaigns use the keywords in a user’s Google Search (similar to search engine optimization) to determine if and when to show a particular ad. By targeting specific keyword and phrases, we can show ads to consumers who are initially researching a product or service, or even trying to solve a particular problem. (“How to fix a broken pipe”) By changing the keywords, we can also target consumers actively looking to purchase, or those who are checking out a product or company’s reputation. (“Reviews of Brian’s Plumbing” or “Plumber near me”, “emergency plumber”)
Using those same keywords and phrases in the Search text ad, and linking to a RELEVANT landing page (this is very, very important) that also shares those targeted keywords makes for one happy search campaign. Google wants to get searchers exactly what they want, as fast as possible, so we want to make sure we do what Google wants. Everyone makes money and the customer receives whatever they were looking for. Everyone’s happy!
Now, of course, there is much, much more involved in making a successful Paid campaign. That’s why such a ruggedly handsome and intelligent team like us is here to help. Feel free to contact us, or to listen to us excitedly go on about all the tiny, interconnected moving parts of our finely crafted Paid campaigns.
Thanks, we hope to talk with you soon about your exciting upcoming campaigns!