“Pay-Per-Click” (PPC) advertising refers to any advertising sold through through Google, LinkedIn and Meta which owns Facebook and Instagram.
The name differentiates this form of advertising from traditional offline media. Unlike newspapers, TV and radio advertising, which charges the same amount to broadcast your message regardless of the audience who will hear or see it, PPC allows you to set a budget that only charges you when the customer actually clicks on the ad.
Get the right advice,
at the right time
At Ad Coach, we convert your knowledge into a customised PPC campaign, targeting the right audience, on the right platform, at the right time.
We charge for the time it takes to set up the campaign effectively from day one – usually less than a day. After that – you just pay Google and Meta for the ads.
The ROI from money you will save on wasted advertising dollars and reducing the AI’s “learning time”, far outweighs the cost of this time. When your campaign starts converting impressions and clicks into leads. You’ll be back asking me to increase the budget!
Setting up multiple campaigns may cost a bit extra, but has proven to deliver better results because it helps the customer find what they are looking for.
If I’m searching for a particular guitar, it’s better to land on a webpage promoting that guitar rather than your homepage full of pianos and drums.
Let’s chat. We can work towards your goals, and within your budget. to get you on your way.
Benefits of PPC = Targeted, Scalable & Cost Effective
Types of Targeting:
Location targeting
why waste money advertising to people across Australia who will never buy from you? You are better off selecting the geographical areas of your potential customers.
Demographic targeting
if you sell pools, why advertise to school students or people who rent? You can narrow the audience by age, gender, occupation and income to make sure the people seeing your ads and the ones most likely to want to buy it.
Psychographic/ Interest
targeting – find people who share your values, or who have demonstrated an interest in what you’re selling, or related things. If you’re a mortgage broker, you might want to reach people looking at real estate.
The options offered by Google can be overwhelming.
When you’re a small business using Google Ads for the first time, Google likes to promote the Performance Max campaign. This is an AI supported tool that uses a combination of all of the above solutions. It claims to optimise your campaign to the forms and platforms that deliver the best results.
In my experience (as with any AI) Google campaigns are FAR more effective with a knowledge human guiding it.
Googe Search (AdWords)
Your business will appear in Google Search results.
The ultimate “Pull” campaign to capture people interested in what you do – not just people who know your business name.
Gmail Ads
If you’ve got a Gmail account, sometimes you might see “fake emails” from a business in your promotions tab.
YouTube ads
Your adverts will be shown in and around videos played online. These dynamic ads can reach both people who didn’t know about you – or can be used to re-target people who have visited your website and haven’t yet bought.
Google Display
A visual form of advert that shows up on websites that have sold “space” to Google. Think about the block ads you usually see on or around a news website.
Meta: Facebook & Instagram
You’ve almost certainly seen examples of Facebook and Instagram advertising, but there are a few different types.
Ads may use a static image, a video, a carousel of photos or products, and you can choose the action taken at the end.
I request all small business owners – don’t waste your money “boosting a post” which Facebook loves to suggest. Boosted posts might be seen by more “people” but they are rarely targeted at your potential customers, there are far smarter ways to do it.
If you’re a service business – you might prefer people are sent to a lead form or a selected landing page on your website.
If you have an online retail store, then you might choose to connect your online store and generate a carousel of products.
Understanding “Push & Pull” Advertising
PUSH campaigns
In this circumstance, you are trying to promote your business to someone who didn’t know about you yet. You are “pushing” a message onto them, the person seeing your ad was not actually looking for you. These campaigns are generally measured by the number of “impressions” or engagements.
PULL campaigns
This is when someone knows what you do, and is looking to compare options. You are trying to “pull” them to your business when they are ready to buy. Generally, these campaigns should be measured by how many “clicks” it receives.
Remember the job of the PPC campaign is to generate leads – not sales. PPC gets leads into your sales funnel, you still need to close the deal.
After the “click” your lead must navigate your website, your sales team, and you as a business owner.
So make sure your website is demonstrating great value for money.
If your website needs help check out our Website support services