Don’t worry! PPC ad campaigns aren’t as complicated as they might seem at first. With a little bit of perseverance, you’ll be on track to succeeding at PPC in Denver in no time.
Defining PPC Advertising
Pay-per-click advertising is exactly what it sounds like. PPC ads are a form of internet marketing where advertisers pay a fee for each time one of their ads is clicked. There are two different forms of PPC ads:
- Text-based ads - You’ll commonly spot these ads in the first positions of your search results on search engines, like Google.
- Display ads - These visual banner ads can be found across a wide range of websites and on social media platforms.
PPC ads offer an easy way to buy visitors for your business website, rather than trying to earn those visitors organically. With a large-enough budget, you can earn a wealth of qualified leads for your business through PPC ads, and if you can create a positive user experience, those leads can convert and translate into a significant ROI.
Ask any Denver PPC agency and they’ll tell you to focus on search engines for your PPC advertising. Let’s break down PPC ads on a few of the most popular search engines and the advantages they can offer you.
Google is the most dominant search engine in the U.S., so it should come as no surprise that Google Ads are the most popular platform of search engine advertising. When you perform a search for something like “insurance,” a few PPC ads may pop up in the “zero” position ahead of the organic search results. Whenever your ad is clicked, that user is sent to a landing page on your website, and, in turn, you pay Google a small fee (hence the term “pay-per-click”).
The Google Ads platform operates on an auction-bid system. Advertisers bid on specific keywords, and when a search is entered, Google will select a set of winners to show in the results based on numerous factors (e.g., keyword relevance, size of keyword bids, negative keywords, etc.). While many aspects are weighed carefully, the main factors that determine which advertisers are shown in search results are the:
- CPC Bid - The highest amount that advertiser is willing to spend for a click.
- Quality Score - A value that takes into account your click-through rate, keyword relevance, and landing page quality.
The cost-per-click (CPC) can vary greatly from keyword to keyword. Some ads could see a CPC of a dollar or two, while others could go as high as $50. Fortunately, Google Ads gives you control over how much you spend, as you can set a cap for your max bid and for your campaign’s lifetime budget.
Regardless of the CPC, the widespread use of Google makes their search ad network a must for any PPC services in Denver. You can almost guarantee that your target audience is searching right now on Google somewhere.
We should also note that Google has a Display Network consisting of hundreds of thousands of websites. This network allows you to display visual banner ads across a plethora of sites. These kinds of ads are generally less expensive than text-based ads, but you have to nail the visual aspect or you’ll receive little-to-no clicks.
The first thing you need to know about Bing Ads is that they can be displayed across three different search engines. Yes, you read that right. Bing Ads are shown not just on the Bing search engine, but they can also appear on Yahoo and AOL searches. This impressive reach is the result of a 2019 partnership between Microsoft and Verizon Media.
While these three search engines do not have a dominant share of the search engine market, they still have a great number of users. The entire Bing network sees approximately 5.4 billion monthly searches and those searches come from a wide array of unique market segments. For instance:
- Nearly three-quarters of all Bing users are over the age of 35, with almost 40% of those users being between the ages of 35-54 years old.
- Roughly one-third of Bing users have a household income of $100,000 or more.
- And Bing Ads reach 63 million searchers that aren’t reached via Google Ads.
It’s also worth mentioning that the average CPC for Bing Ads can be up to 70% lower than Google Ads. So, not only can you reach your target demographic on Bing, you might also be able to do so with a smaller marketing budget!
Setting up ad campaigns in Bing is just as simple as it is in Google. In fact, you can actually import your Google Ad campaigns into Bing for a more well-rounded marketing campaign! The digital advertising platform of Bing could be exactly what your business needs to reach your target audience.
Social Media Advertising
Google, Bing, and other search engines are not the only platforms where you can leverage digital ads. Many social media channels, such as Facebook and LinkedIn, are great advertising networks that have expansive audiences. For instance, Facebook and Instagram collectively have over 3 billion users combined and over 24 billion monthly visits. Because of that kind of reach, you can’t forget to consider paid social campaigns if you’re interested in PPC services in Denver.
To make things even better, these social platforms have a significant advantage over their search engine competitors. Social media advertisements allow you target users based on their interests, behaviors, and demographics, rather than just specific keywords or phrases. This kind of market segmentation lets you target users that fall right into your niche market segment.
Unlike the text-only ads of paid search, social media PPC ads are always visual display ads. This visual component of social media marketing can drastically help improve click rates and user interactions. Of course, you just have to make sure the visual aspect is right on the mark.
The average CPC for social ads varies by platform. However, most of these social platforms are very flexible with ad budgets and they may just require a minimum daily budget. Facebook, for instance, requires at least an ad spend of $5 per day for clicks, while LinkedIn Ads start at roughly $2 per click. And we can’t forget to mention that your social media ads can have different goals (e.g., likes, impressions, app installs, etc.), which can affect the overall cost.
Which PPC Services In Denver Are Right For You?
It’s not always easy to tell which digital ad platform is best for your business needs. After all, each digital advertising platform comes with a unique set of pros and cons. Bing could have the untapped market that your business has been looking for, but those ads may not reach as many consumers as Google Ads. At the end of the day, your Denver PPC advertising efforts should be determined by three factors:
- Your marketing budget
- Your advertising goals
- And your target audience
If your target market consists of an older demographic and you don’t have a large advertising budget, Bing Ads may be the best way to go. If you’re more interested in generating awareness of your brand, Facebook Ads will be the right place to advertise your business. It all depends on your business, your unique offerings, and your customer's journey.
Achieve A Stronger ROI With Effective PPC Services In Denver
Are you new to PPC ad campaigns and you’re not sure where to start? Or are you not getting the results you need from your digital advertising efforts? We can help perfect your PPC ads and get the results you’re looking for from your campaigns. At FiG, we are digital marketing experts with years and years of experience across all digital ad platforms. We’ll put our best foot forward to get you the most significant ROI from your marketing efforts.
Contact FiG Advertising + Marketing today to learn how we can leverage our PPC services in Denver for your benefit.