What Is PPC?

PPC is an abbreviation of Pay Per Click, and covers-all name for various types of ad seen across search engines, (primarily Google & Bing) and display networks, which are websites that allow banners and videos.

What Is PPC?...

What Is PPC?

These are the most common Pay Per Click ad formats that are used by advertisers:

• Paid Search – the basic ad format shown on search engine results pages (SERPs), normally above organic results
• Display ads – banner and video ads placed on third-party websites
Shopping ads – small product images (swipe-able on smartphones) with price and more – these are great for retail!
• YouTube / video advertising –places your video ad before and during other videos – great for awareness!

Unlike traditional advertising methods, you pay each time a user clicks on your ad – the cost is referred to as cost per click (CPC).
In some cases (display / video), you may choose to pay per thousand impressions (CPM) – good if your main aim is awareness.
We believe that one of the most beneficial things about PPC is how dynamic it is. Ads can be up and running in a few hours, data is gathered in near real-time and adjustments can be made quickly, helping you place your ads in front of the right user, at the right time

Facts & Figures
Google holds 37.2% of the digital advertising market.

What is
Paid Search?

Paid search is the process of gaining website traffic by having adverts appear within a search engine’s sponsored results.
Using an advertising platform (e.g. Google Ads or Bing Ads) and selecting keywords that your customers would likely search for, you can then create specific adverts that appear within search engine results pages, when those keywords are searched for.
Advertisers bid on the keywords and against other advertisers based on how much they are willing to pay every time a search engine user clicks on an ad. A combination of the higher the bid and the more relevant the ad is to search, the higher your ad will rank in the results.
Companies with a new website or businesses struggling to rank organically on the first page, can benefit from using paid search advertising to gain exposure to a relevant audience and get seen on the first page of the search results within minutes of setting up and activating an advertising account.
Paid search advertising is provided through the following main platforms; Google Ads, Bing Ads, Yahoo Gemini, Baidu. However, there are many more search engines available to advertise through.

Facts & Figures
of Google’s clicks in the SERPs are from the top 3 ads.
Using the latest data allows us to place the right ad in front of the right user, at the right time.

What is

Remarketing, also known as retargeting, allows us to stay connected to our audience who have previously shown interest in your products and or services. By tracking actions performed across your site you have the ability to build out specific audience lists. Using static images, animated images, videos, dynamic & responsive ads you can target these audiences with specific messaging to draw them back into the conversion funnel.
Google Ads provides various types of remarketing options to utilise including; Dynamic, RLSA, Video & Email remarketing. These are all features which gives the ability to keep brands at the forefront of people’s minds, enticing users to re-engage & ultimately perform a decided conversion action.
Remarketing ads yield a considerably higher conversion rate with expected increase of up to and beyond 300%.
The effectiveness of remarketing ads increases as your core audiences grows. Combing these audience lists with additional targeting methods such as demographics is a powerful strategy, proven to lead to increases in conversion rates.
Additionally, remarketing ads are one of the most cost-effective forms of advertising. Highly targeted audience lists with tailored ad messaging increases ad relevancy leading to reduction in CPC’s & ultimately top line costs.

Facts & Figures
Remarketing Google’s Display Network reaches more than 90% of all users
A powerful way to re-engage people who have positively interacted with your brand.

What is
Display Advertising?

Display advertising is when banner adverts are shown on dedicated areas of websites. These banners come in different formats (static JPG, animated GIF or HTML5) and different dimensions as well.
Banners can be small squares, skyscrapers or event takeover half of a page on a website.
Companies that allow banners on their websites are part of a Display Network, there a lots of networks available, with Google being one of the largest.
Advertisers select a network to advertise in and then will set up advertising campaigns. They can target potential customers using a number of different targeting options. These range from choosing the exact websites/publications they want their ads to appear on, to targeting users by their age, gender, marital status, parental status, income and interests.
This channel is primarily used as a brand awareness tool, putting the product/service in front of your target audience who might be interested.

Facts & Figures
Programmatic ad spending in the US was estimated at $39B
Source:Zyp Media
Be clever with your strategy to ensure you get your ads in front of the right eyes.

What is Google
Shopping Ads?

Google Shopping Ads allows advertisers to display their products in the paid search results when a user search for them.
Advertisers need a shopping feed that include several attributes (product title, description, image, product category etc.). The feed is then added and approved in Google Merchant Center, which is linked to a Google Ads account.
Once an advertiser has this in place, they are able to create Shopping campaigns and apply bids to the products. Although ads appear in the paid search results, they differ to paid search campaigns.
The ads appear with an image, product title and price. Google show your ads based on the relevancy of the users search query to your product and the information in your feed, it’s important that feeds are fully optimised and include as many attributes as possible.
It can be compared to doing SEO, but for paid advertising. Having a correctly optimised feed means ads rank for the most relevant search queries and deliver a stronger ROI.

Facts & Figures
Google Shopping Ads is responsible for 82% of retail ad spend in the UK and 76% in the US.
A great shopping campaign starts with a well optimised shopping feed and vital for your Ecommerce strategy


If you need advice about how you can drive more business through PPC, get in touch with Passion Digital. Our in-house experts are equipped to help you meet your digital marketing goals.

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