PPC advertising as an effective way to promote a brand Juli February 5, 2024

PPC advertising as an effective way to promote a brand

PPC advertising

PPC advertising: features of the paid promotion model

The digital marketing marketplace offers a vast array of tools to increase brand awareness, sales and consumer engagement. One of the most effective options is PPC advertising. With the right strategy, it can deliver excellent results without a huge investment.

PPC is a digital advertising model that charges an advertiser when a user clicks on their ads. According to surveys, around 65% of small and medium-sized businesses choose this option.  

Ads can be placed on search engines, social networks, websites or mobile apps. The advertiser is charged a certain amount once a user clicks a link. At the same time, the advertiser receives conversions, which can take the form of registrations, purchases and other targeted actions.

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Benefits of using PPC advertising

  1. It gives you control over your budget. The advertiser sets the maximum rate and investment amount. You can choose all the details of the advertising campaign, such as the ad’s location, the time of its broadcast and more.
  2. It allows you to get quick results. The campaign will start working as soon as possible because the advertising platform is as interested in cooperation as the company. 65% of searches end with a click on the ad, converted into a sale. This option is much more effective than SEO, where the result can only be tracked after a month or more.
  3. You can easily track the effectiveness of an advertising campaign through various parameters, such as the number of clicks or impressions. By analysing progress regularly, it is possible to adjust the advertising strategy if necessary.

The first step in launching a PPC campaign is to define its objectives. It should be clear what result the business needs. For example, an increase in sales or traffic to the website. The budget will depend on the chosen objectives, but in this case, it is also essential to consider the market niche and its competitiveness.

The next step is to identify and study the target audience. To do this, experts use a portrait of the ideal customer, which includes all the characteristics of the target group’s behaviour, needs, pains and requests.

Afterwards, it is time to develop the advertising campaign itself. This involves highlighting key phrases, analysing the landing page and optimising it to suit the requirements of the marketing strategy. Ads should include words that reflect the company’s business and meet the interests and needs of potential customers.

It is important to understand that clicking on an ad is only the beginning of the journey to a sale. To move a user through the sales funnel, you need to get them interested in the information and design of the site, get their contact details and establish communication.