What Is PPC Advertising? Pros And Cons Of Using It
Everywhere you listen, how effective is PPC advertising for companies, but you still don’t really understand who it is suitable for and when? Get advice and read a clear explanation of the term PPC.
What is PPC?
PPC stands for “pay per click,” or pay per click. The basic difference between the classic billboard, newspaper or television advertising format is that you only pay when the advertisement attracts someone and clicks on it. Thus, you do not pay for the publication of the ad, but only for its performance, which in this case is a click.
PPC advertising is used only in the online environment, i.e. on the Internet. Ad format may vary. Banners (images) and text ads are most often used, i.e. search results e.g. on Google. However, the ad format can also be video, animated image (HTML5), 3D photo, display window, and more.
Who is PPC advertising suitable for?
Absolutely for everyone. According to statistics from 2018, up to 81% of people in Slovakia have access to the Internet ( source ) and this number is growing every year. The total number of Internet users worldwide was 20156 to 4,156,932,140 in 2018.
In terms of social networks, there were 2.2 billion users on Facebook and 1.5 billion on YouTube ( source ). What do we mean by that? With PPC advertising you can often reach a similar number of people, such as via radio, television or newspaper.
You can even influence who sees your ad and who doesn’t. So any business you need to make visible, through a PPC ad you have a better chance that the ad will be seen by the person you want to show it to.
Where can I see a PPC ad?
Almost anywhere when surfing the internet. I have already mentioned above that PPC advertising is only in the online environment and it also includes social networks such as Facebook, YouTube, Instagram, or various search engines and comparators, such as Zoznam, Sklik, Heureka, etc. If you are interested in advertising on Facebook, read our article dedicated to this topic.
The most used search engine in Slovakia, which uses PPC advertising, is Google. We can create ads on it using the Google Ads tool. Google has a network of partner sites, of which there are many. An ad banner, video, or another ad format can appear anywhere on their site. You can also find PPC ads on YouTube, Facebook, Instagram, or on various news sites, etc.
What are its benefits?
The biggest advantage is the ability to personalize that other ad channels don’t have. If you hang posters around the city or broadcast a TV spot, the advertisement will be seen by anyone, even those who are not interested.
It can be disruptive for them, which can make a negative impression on your business. Fortunately, you can personalize PPC advertising for almost anyone. You can choose to target by age, gender, geographic location, interests, topics, browsing history, searching for specific terms, or performing a specific action on your site in the past. This allows you to target relatively narrow groups of people who may be most interested in your ad, and thus not overwhelm the content of people who aren’t interested.
You can also save a lot of money with personalization. That’s why PPC advertising is one of the cheapest advertising options. You can set in advance how much money you want to spend on your ads and how much one click would cost. This makes it very easy to measure how much one click costs you (that is, one person comes to your site) and how much revenue you bring.
PPC ads can be evaluated very well on the basis of the collected data, which gives you a relatively accurate overview of what you invest money in and what you get from it. If you’re interested in creating a budget for PPC ads, read the article in more detail.
What are its disadvantages?
Setting up PPC ads requires at least a little experience, skill, and time. Ads are set up in tools that are not enough to fill in and leave the ads in place. In order not to waste your invested money in the air, you need to pay regular attention to the ads and change the settings for each ad individually according to its performance. The more precisely you target your ad, the more it can bring you. Learn more about creating quality ads here.
If you don’t know how to set up PPC ads, there are still marketing agencies that only specialize in PPC ads. This allows you to entrust your ads to experienced hands and get the most out of them.
However, make sure that the specialists always explain to you clearly enough how they set up your ads so that you have an overview of whether you are targeting the right audience and investing your money meaningfully. If you target your ads effectively, you may even need to hire new employees, as has happened to our clients.
Do you already have a better overview of the concept of PPC? We believe that we have outlined the basics for you as clearly as possible. If you would like to embark on PPC ads or have any questions, please feel free to contact us, PPC specialists at Daren & Curtis J.