A Quick Guide to PPC Advertising

The pandemic is (kind of) drawing to a close, and 2021 has ushered in a new digital dynamic. More people are online, but, at the moment, businesses have less budget to advertise with.

In a bid to drive more traffic and conversions to their range of products and services, more online advertisers are running Pay per Click (PPC) advertising campaigns. 

What is Pay per Click Advertising?

The Pay-per-Click (PPC) model charges advertisers only for the clicks their ad generates. 

Also referred to as a “performance-based” advertising campaign, this model is a great way for businesses to make their budget go further. While, at the same time, pinpointing and separating the serious from the not-so-serious prospects. 

On a busy site, an ad can generate 100’s of impressions in a day and this looks great on the surface. However, it’s impossible to know if these impressions are made by genuinely interested traffic sources.

The PPC model ensures that a business only spends money when the ad generates interest.

Head over here and determine how the Pay per Click (or CPC) model differs from CPM and CPA campaigns. 

What is the difference between PPC and CPC? 

These two terms are the same. Pay per Click (PPC) is the online channel or campaign itself, whereas Cost per Click (CPC) measures its effectiveness.

For example, you’ve been running a PPC campaign for a month and would like to analyze its reach.

Speak to your dedicated Adcash account manager, and subscribe to cutting-edge tracking software (Voluum, Red Track, or similar). In doing so, you’ll be able to dig into your CPC metrics and find the most qualified leads. 

Advertisers can track their success rates in real-time with Advanced Campaign Performance Metrics.

Set up a trial account with Adcash here, or speak to an account manager and find ways to boost your PPC campaigns.

What Are The Benefits Of Pay Per Click (PPC) Advertising?

It targets high-interest traffic sources

With PPC campaigns, you’ll only end up paying for the strongest conversions. The model displays sources that are already/ or have previously shown interest in the offer.

Reduced Costs and higher audience reach: 

Features and filters are designed to boost a campaign’s optimization and targeting capability. Therefore, effectively lowering its overall costs. 

Generate global traffic

PPC ads are a surefire way to rank on the top search pages of Google.

Therefore, organic marketing relies on link building, content creation, and other time-intensive efforts.

The Pay per Click campaign model generates instant results with high-traffic placements. 

Better Measurability

Lastly, PPC campaigns are easier than ever to measure and track. Also, you’ll be able to see your ROAS with new advanced performance metrics.  Additionally, A/B test different campaign elements to see which hold top engagement.

For more tips to effectively A/B test your PPC campaign, head over here.

What are the most commonly used PPC Ad Formats?

If you’re using an ad network for your new PPC campaign, the most effective formats fall into Display Advertising.

Also, these Ad Formats are designed to get the widest possible audience reach and engagement ratios.

Display Ads are available on the Adcash Advertiser Platform and are sub-divided into 3 categories: 

Banner Ads: 

This embedded banner is placed in high-traffic points on a website. Also, it’s easy to see and extremely common on most major websites, banners ads can be displayed on site in 3 different  sizes: 

Skyscraper: A tall and narrow banner size, available for both desktop and mobile. Typically placed to the side of the page content for higher exposure and increased visibility. 

Rectangle: Compatible with a wide variety of operating systems, the rectangle banner is versatile, flexible, and also, constantly adapting. 

Leaderboards: Usually placed at the top of a webpage for maximum visibility/reach. Therefore these ads usually display when a user first logs in.

In-Page Push 

Moving on to In-Page Push. This fairly new display ad format draws from a traditional Push Notification to deliver well-targeted, engaging advertising. Also, these ads are less intrusive to a site’s UX. 

With multiple targeting options and the ability to reach new audiences, In-Page Push Ads are able to increase on-site performance and bring in higher engagement. 

Native Ads: 

And lastly, Native ads are still as effective today as they were 10 years ago. The format blends in with a site’s content and is, therefore, able to generate higher conversions.

Secondly, Native Ads are less intrusive to the end-user experience. Therefore, keeping new and existing traffic onsite for longer. Find out how to choose the best digital ad format for your PPC campaign right here.

Tips for Starting a PPC Online Advertising Campaign

And lastly, here are a few easy tips for starting your first successful PPC campaign. 

Select the right targeting:  An effective PPC campaign needs to be targeted to the best possible traffic source. Getting this right will take a keen knowledge of the online business/product/offer/service and its target base.

Take the time you need to do your research, and when you’re ready to run your next PPC campaign (and choose to do it on the Adcash Advertiser platform), you’ll have access to a host of targeting filters right out the gate, including, Geo, Device type, Operating system, Browser, Website category, Keyword, Language and more. Keep in mind that the Advanced Advertiser Platform carries more features than the Express Platform. Picking the right one comes down to your knowledge of the product. 

User Interest Targeting

A recent addition to the above targeting options. User interest Targeting allows you to target traffic sources based on their unique browsing preferences. This will help boost your likelihood to convert on traffic with similar interests. Find out more about User Interest Targeting here.  

Split test your campaigns

As mentioned earlier, spread your budget over multiple campaigns with similar targeting features. Change up one or two aspects to the ad, and see which brings in the best engagement ratios. Get to grips with the best campaign A/B Testing strategies here, and remember to drive home who you are, what you offer, and where to get in touch for every PPC campaign sent out. 

Choose the right Ad Network

This one goes without saying. Look for the Ad networks that have the best features, champion the best industry practices, and bring in the highest returns. When doing your research, look out for the quality of onsite ads, the variety, and range of sites, as well as their overall focus on security, anti-ad fraud technology, and suitable payment methods.

Open an Adcash Advertiser account and see how we can help you boost your onsite ROAS. 

With 250k+ conversions and 200+ million unique users per day, there’s no shortage of opportunities to reach global audiences. Speak to a team member, and we’ll help push your PPC campaign to new heights, with top features, strategies, and techniques. That’s it for now. Dont forget to leave a comment below, and… see you on the next one. 


Join the conversation


Submit a comment

Your email address will not be published. Required fields are marked *