PPC Management Services

6 Types of PPC Management Services

Businesses make $2 from every $1 spent on PPC campaigns and PPC visitors are 50% more likely to convert as leads than organic traffic! This makes pay-per-click (PPC) management services a tactic that you just can’t afford to exclude from your marketing strategy.

Where do you begin on your PPC management journey? In this guide, we’ll talk about the 6 types of PPC management services you can use to drive more awareness and leads from your digital campaigns –

Paid Search – The Gateway to the Internet

Web search is the No. 1 driver of traffic to websites.

Not only does it send more traffic but also better quality traffic because search is driven by the searcher’s intent. Paid search can help you tap into that search intent and display your digital ads on top of the SERP.

Paid search ads are text ads that appear on the top and bottom of the search engine results page and they’re identified by the word ‘Ad’ right next to them. But it’s not as easy as just submitting your ad on Google or Bing.

ppc management services - paid search

Your ad placement is determined by various factors such as your –

  • Bid amount
  • Quality score
  • Keywords
  • Landing page

The confluence of these factors helps a search engine determine how relevant your ad might be for a searcher.

If you’ve already got a paid search campaign running, a PPC audit can help determine optimizations to improve its performance.

There’s a lot more that goes on behind the scenes and marketers don’t joke when they paid search is a science of its own!

Social Ads – The Catalyst in PPC Management Services

Unlike paid search, social PPC ads are determined by the advertiser rather than the search intent.

More than that, social PPC creates deeper levels of engagement and can act as a catalyst in your sales cycle. More than a click to the landing page you can also get a like, follow, re-tweet, share, or pin.

It’s great for brand awareness too. A lost sale does not mean lost business forever. You still end up with brand awareness and mindshare.

ppc management services - social ads

Different social platforms are well suited to different audience profiles. A B2B prospect might visit LinkedIn to consume professional content but she might also visit Instagram on the weekends to catch up on her friends.

So, there’s merit in advertising on LinkedIn, Twitter, Facebook, Pinterest, Instagram and more, but with the right content mix.

Display Ads – why write when you can show!

Instead of being all text, display ads have photos in them and appear on a search engine’s partner networks. Google Display Network or GDN is one of the most popular display networks out there.

The GDN network spans more than 2 million websites and will show your ads to a targeted audience. You can be conscious of your advertising approach by blacklisting certain websites and selecting different website tiers where you want your ads to appear.

And it offers a lot of options like – Gmail ads, responsive display ads, engagement ads and uploaded image ads. Basis your inputs GDN also auto-optimizes the ad performance over time. This makes GDN the most popular choice for display Ads.

The other option is programmatic display ads, which operate at a much larger scale than GDN and offer your more reach if used wisely. The only drawback is that it is complex!

Programmatic display ads run on ad exchanges which means more reach but it also needs a more hands-on approach to tweak those ads and track your campaign performance. For example, you can have an ad display on a person’s mobile phone when they leave a physical store!

All of this makes programmatic display ads more expensive but most of these costs can be offset by working with a smart agency partner who owns the platforms and can do the complex legwork on your behalf.

Video Ads – storytelling at its best

The little video ad you see right before your YouTube video starts are called instream ads. Whether you can skip it or not, you’ve just watched a sponsored video.

Considering that YouTube is the most popular social media platform on the planet, video PPC ads are a no brainer. People also use YouTube as a search engine and can find your ads depending upon their search intent.

If you already have videos on your YouTube channel you are halfway there. Start leveraging them as assets for your video campaign. Target them to the right people, and exclude them from the websites you don’t want them on.

You control where your ads appear!

Same as with display ads, you can also use programmatic video ads to reach greater scale and fine-tune your targeting.

Remarketing – Never Lose a Lead Again

Many people visit your website but they don’t convert. They might need more time or information to make a decision. Remarketing is a method to target these visitors again and provide them with the information they need to make that final decision.

Remarketing is an effective PPC management service to get leads to consider your brand again. You can segment visitor’s basis the pages they visit and run separate remarketing ads for each segment.

You can remarket on Google, Facebook and more. Each platform has its pros and cons but the fundamentals remain the same.

You can also use dynamic remarketing ads, which are customized for each impression basis the content a user has previously seen. What’s different with dynamic remarketing is that Google creates dynamic ad layouts taking into consideration multiple factors.

The factors can be a user’s website behavior, your price range and the image and text you provided.

E-Commerce Ads to Promote Your Store

If you’ve got an online store you cannot do without e-commerce PPC ads. These ads target shoppers who are at the bottom of the funnel and are ready to make the purchase.

Just like with other PPC options, there are many platforms you can run your e-commerce PPC ads on. The most popular are Google Product Listing Ads, Facebook Catalog Ads and Amazon Ads.

Regardless of the platform, a good practice is to keep your shopping feeds updated. Each ad platform uses your shopping feed to advertise your products. Policies around feeds keep changing and it’s always good to be on your toes about it.

Optimize your e-commerce ads by diversifying the types of ads, creating ad extensions and adding negative words. There are a lot of permutations and combinations to experiment with and that’s where a specialist agency can help make sense of these things.

At the end of the day, PPC can work across the funnel and at each stage of the buyer’s journey. There are many options to choose from but always remember to meet your customers where they are not where you want them to be!