Sometimes referred to as search engine marketing (SEM), pay-per-click is the process of paying another publisher to display your ads on their website, and the transaction only occurs when someone clicks on your ad. Google and Facebook are two of the most popular platforms that offer PPC advertising, and the options for targeting are almost limitless.
Whenever you use a search engine to look for information, you get two kinds of results – organic (unpaid for) and sponsored (paid for) listings.
–PLATTSBURGH, NY: Google displays the organic results in the left column, ranking the links according to a variety of factors, and the sponsored listings run along the very top of the organic results and in the column on the right.
Advertising in the sponsored listings offers several key benefits. For one, it gets your message near the top of the search results quickly. Trying to get to the top of organic search is called search engine optimization, or SEO, and it involves an ongoing effort that can take many months to produce results. PPC, on the other hand, gets you near the top within a day.
Unlike organic search, your text ad will display a specific offer that’s relevant to what the user is looking for, and, best of all, your budget only gets used when the user clicks on the ad.
Search engine advertising is powerful because your ad appears only when people are looking for what you offer. People who click on your ad are ready-made, qualified leads who want to know more about what you are selling.
In addition to the world’s most popular search engine, Google also has a broad network of websites you can advertise on, including Gmail and YouTube.
–PLATTSBURGH, NY: The main difference between advertising on search and on the Google Display Network is how the ads are served. You can use contextual targeting tools that match your ad with relevant webpages. For instance, if you sell boating accessories you can display your ad on a website about boating. You can also use various other targeting methods based on audience interest, geography, age and gender.
You also have more choices about how your ads are presented on the Google Display Network, choosing from many different ad formats, including rich media banners, video, and text.