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Choosing the Right PPC Advertising Option for Your Business

Posted by Oodlesmarketing1111 on May 29th, 2020

Pay-per-click (PPC) is an online advertising technique that enables businesses to reach a large number of customers. It accelerates the generation of relevant leads to augment your sales efforts. The advanced targeting features in PPC ads make it an ideal choice for online advertisers to showcase a brand/product in front of a large audience. Pay-Per-Click advertising agencies are fulfilling the online marketing goals of several businesses.

Tech giants like Google, Facebook, and Amazon dominate the PPC advertising landscape with their respective ad platforms. Recent advancements in online advertising have made it easier than ever to reach the target audience. To make your PPC campaigns successful, you must have a pre-defined set of marketing goals.

Choosing the right PPC advertising channels

A variety of advertising options are available for digital businesses. The two broad options available are e paid search and paid social. Although there are several other types of PPC ads, categorizing them into two types gives a clear understanding. 

Paid Search

Google Ads is the most popular paid search advertising platform. Online audiences frequently use Google to seek a variety of information. It makes Google Ads an effective medium to generate high-quality leads by serving ads to relevant audiences. Google ads fall under the category of intent-based advertising, wherein the user's search intent is clear. Paid search ads significantly increase conversion rates by featuring ads in top Google searches. 

Paid Social

Unlike, paid search, these are the ads that appear on social media platforms like Facebook, Twitter, YouTube, and Instagram. These ads are run by social media marketers to promote a brand, its products, and services on popular social media platforms. Here, audiences do not realize if they need those services or not, until they come across such ads. So, it requires more efforts to attract users through ads and generate sales through them. 

In paid social campaigns, you can track ad performance, analyze results, and modify campaigns for better visibility. Paid social ads are ideal for creating brand awareness. They accelerate sales when you succeed in meaningfully engaging social media users. It has the potential to convert users, who may not buy from you under normal circumstances, into your customers.

Paid Search vs Paid Social

Given a choice, businesses will promote their products or services on all major online platforms. However, it is not the most practical one. Time and financial constraints make it difficult to explore every advertising avenue. Three factors have an influence on paid advertisements i.e what you are trying to market, whom you're trying to market, and what are your marketing goals.

In this blog post, we are going to explore the right marketing channels for paid promotions. 

Do you need quick sales?

Paid search ads accelerate lead generation and enable advertisers to attract the target audience with effective promotional strategies. Since you have a clear objective to increase sales, running paid search ads can expedite your sales efforts. 

Paid search enables you to achieve your target faster because it is run for a short period to drive sales. When your ads are displayed, users either click or scroll past them. Users who click on your ad are most likely to make a purchase. Remarketing campaigns enable you to retarget users who previously clicked on your ads, but it doesn’t guarantee the intended sales growth. 

Paid search advertising platforms are designed to promote impulse sales. As the users enter a particular search query, paid search ads appear either on top or at the bottom of the organic search results. Since paid search ads are user-initiated, it can deliver quick results. 

Do you have a limited advertising budget?

When you have financial limitations, you need to spend wisely on paid advertisements. However, things may get complicated when you opt for low-cost solutions. 

When it comes to cost-per-click (CPC), you will discover that paid social has a lower CPC than paid search. 

For example, on Google, a law firm can expect to pay an average of .75 per click (or higher, depending on keyword and location). By comparison, the average CPC for an advertiser in the legal space on Facebook is only .32.

Paid social may have lower CPC rate but it doesn’t make it cheaper. 

For example, let’s assume that a single click on paid search ad costs you . If only one-in-ten of those clicks becomes a paying customer, you are still paying 0 per sale. 

On the other hand, a click on paid social might only cost you .00. It may look cheap, but since those clicks are higher in the funnel, conversion rates drop. Let's suppose only one out of every three hundred users makes a purchase, your advertising cost per customer becomes 0. 

So what's cheaper? Paid search or paid social?

While the above scenario is a bit over-simplified, choosing the cheapest marketing channel based on CPC may not always be beneficial. So, you must focus on choosing the right marketing channel, because without running ads, it is difficult to predict profitability. 

Want to create brand awareness?

Paid social is the obvious choice for businesses who want to gain followers or create brand awareness. It is essential to engage potential customers by frequently appearing in their social feeds. Also, if you are looking to create a loyal following so that customers buy from directly without searching online, paid social is the right choice. It enables you to showcase your products using images or video content to educate users about your business, products, and vision.

So with paid social, you can either try to sell something people have never heard before or build a loyal following.  Brand awareness is best achieved with paid social. 

Choosing the correct PPC advertising

The right channel for your business depends on the product or service you are marketing, the audience you want to reach, and your marketing goals. Each marketing channel has its strengths and weaknesses. Therefore, to run a successful PPC campaign, you need to carefully evaluate your business needs. 

Why Oodles Marketing for PPC advertising success

We provide PPC management services that enable businesses to promote their brand or services in the most cost-effective manner. We formulate strategies to formulate strategies that maximize your PPC ROI and enhance your revenue.

drop us a line to successfully launch your next PPC campaign. 
Also See: Paid Social, Paid Search, Ppc Advertising, Search Ads, Users, Social, Search

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