Pay per click advertising and new online advertising models
As a company dedicated to the
development of Ecommerce projects , in Línea Grafica we encounter new challenges in
digital marketing every day. Internet advertising advances day by day and professionals must be up to date and know which tools are best suited for each case.
Today, digital marketing is governed by the
Inbound Marketing model, that is, advertising that attracts users to the brand. This model turns the traditional way of advertising around 360 degrees, in which generic messages are launched that reach a certain number of people whether they are interested in the message or not. Let's say that traditional advertising drives away the recipient, while Inbound marketing attracts them.
Digital Marketing Campaigns
Inbound marketing is born from
target segmentation and the selection of content that interests your audience. The objective is to focus on bringing your advertising to the public that is really interested in it. From this idea, numerous techniques emerge, such as:
-
SEO positioning : this works on search engines to appear at the top of searches related to your business sector.
-
Content marketing : all the content that your company generates based on its audience and its sector, an example of this are blogs.
-
Email marketing : Send your email database information that really interests them about your company, such as offers, new products, guides and tips, etc.
-
Social media : social media is a valuable medium, not just for selling, but for attracting the public to your website. Social media generates content that creates great interaction between brand and customer.
-
PPC : paid advertising on the Internet is becoming increasingly important. It consists of paying a specific website such as Google to have our company's ads appear on it. Although this may sometimes seem intrusive, the truth is that if it is segmented appropriately and our ads appear when the person is searching for related terms, that ad will be very useful for the person to whom it appears.
Today, we are going to talk about PPC or Pay Per Click Advertising. If we are used to traditional advertising models in which we pay for presence on a specific medium, pay per click may sound strange to us. This is the main difference between pay per click and other advertising models.
What are the advantages of PPC?
The key advantage of PPC is that you ensure
visibility quickly and in the short term, meaning that the user is impacted by your ad and can click on it to access a link on your website. It is also useful for controlling your budget since you are paying for each click that a user makes on your ad.
This way, the audience you pay for will always have seen the ad and even been interested in it, which will mean that the segmentation has been carried out correctly.
In an economic scenario like the current one,
pay-per-click advertising is presented as the star alternative for digital marketing, since the profitability achieved is much greater.
There are various spaces on the Internet for implementing pay-per-click advertising, these are different from each other and each has its own advantages and disadvantages.
The advantages of
pay-per-click advertising campaigns are numerous, as we have seen above, however, it is also true that you have to know how to manage them so that the budget does not get out of hand and we end up paying for clicks that turn into bounces in the vast majority of cases without producing any conversion.
In CPC campaigns the main objective will be
to generate traffic and conversions , since if what we want is to carry out a
branding campaign there are other techniques such as
CPM in which we would pay per impression (price for every 1000 impressions).
Perhaps the best support for carrying out PPC campaigns is the
Google search engine . There are many companies that manage to make their ads profitable every day thanks to
Google Adwords advertising . However, in Adwords we must be aware of the changes that have recently occurred in the search engine's advertising system.
Google has recently removed text ads from the right side of its search engine to give greater relevance to
Google Shopping and the first 3 positions in Adwords. With this, Google increases competition for position in its PPC campaigns, which is a factor to take into account.
Have you ever heard of the bidding system? This is how Google Adwords works, you set a maximum amount you want to spend per click and you appear in the positions based on the amount of the amount and the quality of your ads.
Users who see these ads at the top of the search engine will be able to access your landing page with a simple click.
At Línea Gráfica we offer campaign management services both in Adwords and in other pay-per-click platforms. We are professionals in
digital marketing and we boast of being Google partners. Ask us your questions through our website.
