Pay Per Click Advertising (PPC)

Pay Per Click (PPC) advertising is one of the most effective forms of digital marketing. Charging the advertiser each time a user clicks. Learn more with Ignyt.

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Pay Per Click (PPC) advertising is one of the most effective forms of digital marketing. It works by charging the advertiser a fee each time a consumer clicks on an ad. The model has been around since the 1990s but it wasn’t until Google launched its Adwords platform in October 2000 that the model started to take off.

Today Google is so dominant in the space it is easy to forget that hundreds of companies provide PPC advertising across several channels including social, shopping and comparison sites. To get the most out of your PPC campaigns, you need to make sure you are using the right combination of PPC channels and techniques.

At Ignyt, our performance marketing team have experience developing profitable PPC campaigns across the following platforms:

What is SEO ?

SEO stands for Search Engine Optimisation. When individuals enter a search term into a search engine such as Google, Bing or Yahoo, the search engine does what the name suggests, “searching” the Internet for the content which most closely matches the search term. A search engine does this through the use of algorithms: complex, sophisticated sets of rules which enable the search to hone in on the content which is most relevant. Optimising content for search engines requires it to be crafted in such a way that it satisfies the maximum number of search engine rules (or requirements).


2. Shopping

The second most popular PPC platform is shopping. With this type of campaign, advertisers bid for space in the same way as PPC for search. The difference is that you can only use shopping ads to advertise individual products.

But there are several benefits to using shopping ads. Firstly, the ads are both image and text-based which can greatly improve click-through rates compared to standard PPC ads.

Secondly, shopping ads show up in the search listing above both standard PPC ads and the organic search listings. This makes them an incredible tool if you have individual products to promote.


3. Social

Social PPC advertising offers great potential and should be one of the cornerstones of any PPC campaign. With this type of campaign, advertisers can choose to pay for impressions or clicks in the same way as a conventional PPC campaign.

The advantage of social media is that most platforms provide greater targeting ability for ads. This gives you the ability to target specific demographics with laser accuracy. For example, you can target 55-year-old women with an interest in knitting. This type of targeting is extremely powerful if used correctly.


4. Display

Display ads are also a form of PPC advertising. Similar to social, advertisers can choose to pay for ads based on impressions or clicks. With impressions most suitable for brand awareness campaigns and PPC most suitable for transactional campaigns.

There are several large display networks with Google Ads once again the market leader. But you shouldn’t forget smaller networks such as mMedia, Oath and Taboola which have access to millions of users but with less competition for space.


5. Retargeting

Retargeting can improve the profitability of your PPC campaigns by attracting users back to your site after an initial visit.

Buying processes on the web have become complicated with users often visiting several sites during the research stage. Retargeting allows you to retarget initial users with a combination of image and text-based ads.


How we can help

PPC advertising is a very effective way of generating interest in your business. Campaigns can be optimised to generate targeted traffic for all types of an organization including B2B and eCommerce.

But setting up a profitable PPC campaign can be hard work. Extensive keyword research has to be carried out, landing pages need to be optimised and effective ad copy created if your campaign is to be a success. And once it’s up and running click through rates and conversion rates need to be monitored to ensure long-term profitability.

At Ignyt, our performance marketing team have many years of experience creating profitable PPC campaigns for companies in all sectors. We provide a range of PPC services including campaign building, optimisation and management. Alternatively, we can evaluate your current PPC campaigns to see where they can be improved.

Get in touch with our performance marketing experts today to see how we can help you get the most out of your marketing budget.

Start your digital success story here! Get in touch to find out more.

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