The year is 1998 !!
Nobody had a clue that the world of advertising and marketing would completely change hereafter. That’s when a company named Goto.com has come up with an idea of Pay Per Click advertising, which the company later got acquired by yahoo.
Since then the world of the internet has become a money plant, for many individuals and organizations. Today a Youtuber or a blogger earns money only because of what we call ‘Ppc ads’.
What is Pay Per Click(PPC) ads?
PPC aka pay per click ads are online advertising spaces where an advertiser gets to advertise his business or promote.
But what makes it different than traditional advertising,
In PPC ads an advertiser only pays when a click happens as the name implies, which means the advertiser has surety that his money is well spent.
You might ask, hey why should I spend a penny? When I can go with SEO and Content marketing.
SEO and content marketing are really great but it takes months of effort, sometimes even years. PPC ads on the other hand get instant traffic but the catch is you got to experiment with your ad targets and copies to scale your ad campaigns.
You might lose some money in the beginning, but weeding out the unnecessary engagements increases ad efficiency in terms of ROI. This might scare a lot of people, when getting started with PPC, running a single ad copy hoping it would convert is a foolish mistake.
The idea behind PPC ads is ‘Hit or Miss’ and if its a hit, you scale it to perform better. So starting multiple ads gives you higher hits.
Google ads / PPC ads?
When it comes to PPC ads many people relate it to google ads, but in reality, Google is one among many PPC platforms. Any platform that offers its user to monetize reaching millions with cost spend is a PPC platform.
Does social media county? Obviously social media platforms also come under one of PPC platforms.
Like traditional Marketing Campaigns, Products are never sold directly on the first time people see ads of your products, with every ad that you see online, has three goals to it.
Awareness: In awareness campaigns you create awareness among your potential target audience, Increasing your visibility. With multiple products and brands fighting for the same group of niche audiences. Awareness helps customers discover your brand.
Consideration: Consideration campaigns drive in educating your audience about your products, your brand values, how you differ from your competitors. The goal is to create leads through consideration.
Conversion: The final part of the funnel, conversion campaigns drive you to make sales.
Hierarchy of PPC ads
Most of these platforms are built on a similar structure, An hierarchy containing
Campaigns: Campaigns are the base of any PPC ads, where you chose the goal of your ad campaigns, these campaigns are top of the hierarchy meaning, there can be many ad sets and ads under.
Ad set: An ad set is a part of PPC ads where you target a specific group of people based on demographics, budget, and increase or decrease your bids.
Ads: The lowermost of PPC ad structure, where ad creatives are included
With that being said, let’s see some of the famous PPC platforms.
When it comes to leading platforms Google and Facebook dominate the global PPC spends. Linkedin is expected to grow in the upcoming days.
Google ads (previously AdWords)
Being one of the largest platforms, with a whopping 5.8 billion searches every day. Google monetizes this as its source of revenue.
When someone makes a google search, they might come across ad results at the top. Google classifies its ads into 5 categories.
Search ads: Search ads are ads, which appear whenever a search is performed. These appear on the top of the organic results to get you visibility over the organic results.
Display ads: Ads that appear on google network and partner sites as image banners. Display ads are great for driving awareness, but they are less effective in driving traffic as compared to search ads.
Shopping ads: Product ads that appear when searching for products, these shopping ads are E-commerce ads Which can be a great deal in driving sales to your online stores.
App ads: These ads run on app platforms, to promote your app visibility among similar apps driving installations.
Video ads: Video ads are youtube ads, that runs in the middle or the start of a video.
Being one of the largest socialmedia with billions of people active everyday, Facebook is humongous. These ads run based on the data that is being collected by Facebook, which makes it possible to target a specific individual .
Facebook ads can be classified into
Images: Images are product or brand images that are visually appealing to a customer, for a impulse click.
Videos: Eye catchy movement in the news feeds allows users to interact more with your brand.
Carousel: Carousels are ads that showcase upto 10 images or videos, with its own link in a single ad.
Slideshow: slideshow combines texts, video, images, sound into a single ad format. It can be of 3 to 10 images or 1 video.
Instant experience: This ad is an full screen experience that opens up after someone has clicked on your ad.