Pay per click advertising is one of the most effective ways of increasing your online visibility. For the uninitiated, though, it can seem a little daunting. What kind of Pay Per Click (PPC) advertising would best suit the needs of your business? To help you decide, here are some of the most popular kind of PPC services in the UK. They all have their own benefits and drawbacks, and depending on what you want from a campaign, there should be a solution that’s perfect for you.
Google AdWords
First up is Google’s AdWords service, probably the most well-known PPC platform out there. This paid search service is hugely popular for a number of reasons. Firstly, Google commands a huge percentage of web traffic, so your ads will reach a big audience straight away. Secondly, it works well as a way of testing keywords that you want to then implement into your SEO campaign. AdWords can be a little tricky for beginners to get to grips with, which is why many opt to bring in the PPC managers.
Social Media
We’re all familiar with social media sites, whether we’re dealing with Facebook, Twitter, Instagram or something completely niche. A lot of companies are utilising the popularity of these platforms to establish strong PPC campaigns. You can target people with certain interests, as well as tailor ads to their age group, marital status, location and gender. The interactive nature of social media lends itself well to PPC too – you can actively engage with people. You just have to hope that they are in the buying mood. In fact, this uncertainty is cited as social media PPC’s main flaw.
Remarketing
Remarketing is a cunning way of getting people to engage with your PPC campaign. Those who visit your site or use your app and leave empty-handed will be targeted through relevant ads as they browse the web and use mobile apps. This is a great way of re-igniting potential customer’s interests, as they’ll already be familiar with your product. As this technique can only be used on those who are already aware of your website, it’s a good idea to engage in remarketing as part of a larger search campaign.
Display Ads
By registering with a display ads network, you can display image-based banner ads or text ads across many different websites. If you go for a large company like Google (they run this side of their marketing service through AdWords) they have a huge network of publishers for your ads. These kind of ads work very well for brand building. They are a form of interruption marketing though, so you could find that customers don’t engage with them as well as say, search result adverts.
Take some time to decide
It can be difficult to decide on which PPC platform to go ahead with – but hopefully this guide managed to answer some of your questions. Whether you pick one or combine some for a really far-reaching campaign, PPC is an effective way of getting your business out into the public consciousness. If you’re still unsure, pick up the phone and discuss the needs of your business with a PPC expert. They’ll be able to help you make an informed choice and to look forward to a bright business future.
Danny Hall is a Co-Director for the well-established Search Engine Optimisation agency, FSE Online. Danny has worked within the SEO sector for many years and is always keeping up-to-date with Googles latest news.
