Digital Marketing Consultant

PPC-PPM Paid Online Advertising.

Pay per Click or Pay per Mille Online Advertising. (Mille is Latin for Thousand)

Why would you need to Pay for Online Advertising?

Advertising in the days of old when Print, Radio and TV where the big 3 was a competition for space.

Space and Time was limited. There was only so much space in a magazine or newspaper, there was only so much time available on Radio or TV, so you had to pay a premium to get the good space in the print media, or the good time slots on Radio or TV, but with the advent of Online Marketing space has become virtually limitless.

There was a period of time when the internet was new and Online Marketing was not yet competitive, the early adopters had a virtual monopoly on this space. Companies could simply rely on their organic, or free, ranking to attract the lion's share of the business, unfortunately this is much less true today.

The internet has now become a fiercely competitive arena for marketing, not for space, but for attention. Online Platforms like Search Engines and Social Media have realised there is a huge market for providing the premium spots to paying clients and reducing the effectiveness of free organic traffic or rankings.

Space is limitless now the challenge is getting your message in front of the right person at the right time and getting his or her attention before your competitors do, often this can only be achieved by paying for Online Advertising.

Google Adwords.

Make sure your potential clients find YOU when they are searching for products or services you provide.

The Big Daddy of Online Advertising, the modern equivalent to the old Yellow Pages, and so much more.

Some of you may remember the Yellow Pages, that great big book that listed just about every company in the country based on industry. The more money you were willing to spend the bigger, more colourful the ad you got and the better position you were given in your category. Every company was competing for that number 1 ad position in their respective industry.

Google Adwords work the same way, you develop your advert, choose your keywords and then set your budget, your adverts are then shown according to your budget, and a few other criteria, compare to that of your competitors. It's basically an auction where you bid for the top spot. Unlike the Yellow Pages which was only printed once a year, Google Ads is a fluid dynamic environment where things can change from moment to moment. New competitors can enter the auction, existing competitors can change their budgets, potential clients can change their search parameters as technologies change. It's imperative that your Google Advertising campaign is constantly monitored and adapted accordingly. Everyone is constantly competing for that Top Spot, that number one Google SERP ranking.

The above is a somewhat simplified explanation of Google Adwords, Google also offers a few other powerful advertising options, Google not only offers services on it's own Search Network, but also offers a network of approved websites that display your ads to anyone visiting them, called the Display Network. This can be taken a step further with the incredibly powerful targeted re-marketing. Re-marketing is a very clever concept that "follows people" who have visited your website. If someone has visited your website then they are probably interested in your products or services, what Google Re-marketing then does is show these people your adverts when they visit any of the Google Display Partner websites that display Google Ad's, thus greatly increasing the chances of turning these site visitors into paying clients.

Social Media Advertising.

Social Media Marketing has become an integral part of the Advertising Mix for many Industries.

Social Media Marketing has become a very powerful marketing and advertising tool for many varied industries, some industries are better suited to Social Media Advertising than others depending on the nature of the product or services offered.

Social Media has become very popular with over 2 Billion users worldwide on Facebook alone, over 300 million in Europe. Instagram has seen a sharp increase in recent years to over 600 million users and Whats App has breached the 1 billion figure. By the time you read this these figures will no longer be accurate such is the growth rate in the more popular Social Platforms.

The success of these platforms is a double edged sword for Business, while they are a great place for advertising and marketing, the effectiveness of FREE marketing has been dropping. Stats reveal that only somewhere in the region of 5% of posts placed will be seen by a companies followers. Generating free viral success is becoming extremely difficult in an ever more crowded marketplace.

Social Platforms are also a business and need to generate a profit, hence the subtle shift over the years to encouraging more paid advertising.

The first question you need to ask yourself is. Will Social Media work for me, will the cost, time and effort produce a satisfactory return? In some cases the answer might be NO. Social Media is not effective for everybody it depends greatly on the nature of your product or service, the mere fact that a Social Media platform exists does not mean you have to use it. Is your product or Service something that potential customers are likely to engage with, share, like or follow. Will your product or service appeal to a specific Social Platforms Demographic?

However the sheer number of people have are using Social Media today makes it an advertising platform that simply cannot be ignored. Many platforms provide very powerful tools to target specific markets based on age, geographical location, interests, gender etc.

Pay per Click Advertising versus Pay per Mille Online Advertising.

The Rise Of Paid Advertising.

The Internet has become an extremely busy and noisy place, getting your products or services noticed has become a major challenge. One way marketers navigate this is through online advertising, sometimes called paid advertising.

Paid ads are attractive for a few reasons. The most obvious one is that they target audiences that are most likely to buy a certain product. Hubspot reports that 64.6% of people who click on Google ads are already looking to make a purchase.

Search engines and social networks have also made online ads more attractive because it offers businesses a chance to rise to the top (maximum visibility) without having to go through all the work of reaching that spot with organic rankings. Many platforms have increased the prominence of paid adverts over organic results meaning paid advertising will only become more important.

PPC and PPM are two of the most popular advertising metrics, but there is still confusion among marketers. What is PPC? How is it different from PPM?

We’ll break down the definitions in terms anyone can understand, and suggest the best option for one’s business.

What is PPC?

Under the Pay per Click ad model, marketers only pay for the ad when someone clicks on it. For example, if 100 people saw an ad, but only 10 clicked on it, the marketer would only pay for those 10 clicks. This is best for brands or advertisers who only want to pay for ads that actually lead to page or website visits. Advertisers set the ad budget, time, and placement, and then bid for a specific search term. The more popular the keywords, the more expensive the cost per click (sometimes referred to by search marketers as CPC). That’s why it’s important to research the best keywords to get the most out of a budget.

What is PPM?

PPM pay for every 1,000 impressions of the ad, regardless of whether they clicked or not.

This is similar to more traditional ads, such as print ads and billboards, and is geared towards visibility and brand awareness.

Even if the ad is not clicked on, it is still displayed. With strong ad copy and landing pages, even a click through rate (the percentage of people that click on the ads, out of the people that view it) of 2% equals 20 clicks to the link. Some advertisers prefer PPM because it is generally cheaper compared to PPC.

Which One Should You Use?

Understanding the difference between PPC and CPM is the first step in creating a digital ad strategy. The next step is evaluating which metrics or considerations are most important to the brand. These include:

Ad Budget. How much is the business willing to spend on advertising?

Campaign Objective. Is the goal to raise awareness, or generate traffic and sales?

Brand Familiarity. Is the business well-known, or in the early phases of marketing?

Channel. Will the ad be on search engines like Google and Bing? Or on social media networks like Facebook and Twitter?

PPC is best for companies that want to focus on conversions: either through sales or member sign-ups. PPC ensures you only pay for each person that clicks to your website, so this method is most effective for people who need genuine engagement and want to track clicks.

PPM is best for brands with a limited budget and a small audience, such as startups or new business ventures. You pay for every 1000 views, so you can have your ad run and not pay until you hit a certain amount of views. You’re not concerned about generating a certain action, just views.

Managing An Ad Campaign

The best way to find out which is right for you is to revisit your own business’s goals. Is it to increase the number of people who sign up for a newsletter? Is it to sell a new product? Or maybe just bring awareness to a sale you’re having?

Once you know what it is you want to track, then you should run a small experiment. Start with one ad, with simple copy that reflects your brand, and a low bid amount. Analyze the results, and determine from there whether you want to continue.

For SMBs or niche industries, Steves Online Marketing specializes in managing paid ad campaigns for your business. Contact us today to find out how your business can utilize online advertising.

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