Pay-Per-Click (or PPC) is an internet marketing model where you run an ad and pay a fee for each click the ad gets. In a way, PPC allows you to buy website traffic as opposed to trying to boost it organically.
The model itself allows you to spend the budget wisely if the overall goal is to boost traffic. If you want more people to visit your website, it makes sense to pay only for the times that users clicked on your link as opposed to paying every single time the ad was shown to a user.
There are several different types of PPC campaigns you can run, from Google Ads that show on the search network to even social media ads that appear in a user’s feed. Let’s take a closer look at some of the most fruitful types of PPC advertising.
1. Search Engine Ads
These are the types of ads most commonly associated with PPC advertising. You run an ad designed to appear on a search engine result page (SERP.) It usually looks almost like an organic result, though it’s marked as an ad.
Here’s how it works.
A user will type in a query in Google, Bing, or other search engines. If they use your keywords, your ads may be shown on the SERP. If the user reads the ad copy and thinks it’s relevant to them, they will click on your link to visit your site. You will get charged for that click.
2. Display Advertising
Display advertising refers to ads that will appear on other websites or apps in the form of banners or videos. Like with the search engine ads, you will only pay once a user clicks on the ad, and not every time they scroll through it.
Display ads can be effective if you manage to catch a user’s attention. After all, they are browsing through another website, with a different intent. It’s your ad’s job to pull focus away from that website and on to yours.
3. Social Media Ads
Twitter, Facebook, Instagram – any social media platform you choose to run ads may work on a pay-per-click model.
However, it also depends on your goal. For example, if you want to run a Facebook ad, and choose a video, you have to be careful and choose conversions (link clicks) as the goal. Otherwise, you may be charged for something else. Facebook lets you choose 3-second views as a possible goal. You can pay for any user who’s watched your video for at least 3 seconds. But if your goal isn’t video views, but traffic, that’s not the right payment model.
These are the main types of PPC ads most businesses can use to boost traffic to their website. Of course, if you dive deeper into the subject you can find other types of ads, like remarketing or sequential marketing that uses this payment model as well. For now, these three pay-per-click advertising infrastructures can help you grow your business.