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The more technology evolves, the bigger advertising becomes. From its humble beginnings in print media, advertising now has an ever-present influence and global reach thanks to the digital world. But no matter how simple it may seem on our screens, digital ads can be challenging to maximize in business.
Good thing exciting new ad methods are readily available at our fingertips, like programmatic and pay-per-click (PPC) advertising. But what exactly are these models and how can you apply them to your marketing strategy and ad campaigns?
Here we break down programmatic ads and PPC ads, the difference between the two, and which one suits your business goals the best.
Ever wondered how online ads are weirdly compatible with you? That’s called programmatic advertising, where a software buys an ad space, selects optimal ad placements, and targets specific markets or audiences through automation. These ads can also be customized according to campaign needs and/or key performance indicators (KPIs).
Programmatic ads are facilitated by real-time bidding, or RTB, where advertisers can automatically buy ad inventory from publishers on a cost-per-thousand-impressions, or CPM, basis. RTBs are instant auctions where supply-side platforms (SSPs), ad exchanges, and demand side platforms (DSPs) work together to bring your online ads to hundreds and thousands of potential buyers.
There are so many ways you can utilize programmatic ads across marketing funnels. But to keep it short and simple, here are six ways you can leverage programmatic advertising for fast results.
Ever wondered why some Google search results are labelled as ‘Ads’? That’s pay-per-click, or PPC, advertising and it helps provide targeted visits to an advertiser’s site. PPC ads generate website traffic and direct sales via search engines, social media platforms, websites, and many more.
Related Article: 12 Google Search Ads Metrics To Discuss with Your Agency
Search ads are a popular form of PPC advertising that ties certain keywords to a website or web page. Advertisers bid for an ad placement in search engines like Google, so that their product or service will appear in related keyword searches.
Related Article: 4 Simple Ways To Improve Your Google Search Ranking
Display ads are another form of PPC advertising that appear as media visuals on websites. Depending on the advertiser, display ads can be a mix of text, images, and videos.
Social ads are a new kind of PPC advertising that places ads on social media platforms like Facebook, Twitter, Instagram, and LinkedIn. These ads reach their target audience more effectively due to social media’s user profile data.
There’s a lot of potential in PPC ads, especially if used correctly. Maximize your results by utilizing these six key advantages:
The choice between the two depends on specific business objectives, resources, and marketing strategies.
Programmatic advertising harnesses the power of automation and data-driven decision-making to optimize ad placements, target specific audiences, and streamline the ad buying process. It offers precise audience targeting, real-time optimization, scalability, and efficiency, making it a preferred choice for advertisers seeking advanced campaign management and broader reach.
On the other hand, PPC advertising focuses on cost control and immediate visibility by charging businesses only for clicks on their ads. It allows for targeted audience reach, budget flexibility, measurable results, and remarketing opportunities. PPC campaigns provide businesses with a level playing field to compete in the online marketplace and generate quick results.
Ultimately, a well-rounded advertising strategy may involve a combination of both programmatic and PPC ads, leveraging their respective strengths. The key lies in understanding the unique attributes of each approach and aligning them with business goals to effectively connect with the desired audience, drive conversions, and achieve marketing success in the dynamic digital landscape.
Related Article: Is My Site Ready For Paid Advertising?
There’s no right or wrong way of digital advertising, but working with The Influence Agency will help you go straight to success. From brand discovery to campaign strategy, we’ve got you covered! Our team of experts will take your projects to the next level through Google Ads, search engine optimization, remarketing, and many more.
Give us a call today to start your digital advertising journey.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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