Akash SEO

An overview of PPC and its popular advertising Platforms

Pay-Per-Click (PPC) is one of the best and effective ways to drive huge traffic to your website. However, many business owners make the mistake of ignoring PPC campaigns. Whether it is your website or blog, you can drive traffic instantly through PPC campaigns. If you want to get maximum exposure to your website, then PPC campaign is the best way.

There is no doubt that PPC advertising can earn healthy ROI. However, if you do it incorrectly, PPC is an exercise in futility.

This is why you should build a strong foundation. In this blog, you will know about PPC in detail and different advertising platforms.

Let’s get started here.

What is Pay Per Click?

Pay Per Click (PPC) advertising is the best and effective way to advertise on the internet. As of February 2016, the most popular advertising platforms are Google, Bing, Facebook, Twitter and LinkedIn. A PPC advertising campaign will let you determine what should come to your website and pay for the clicks to your website. PPC advertising entirely revolves around the selection of right keywords and phrases.

If you are new to PPC marketing, then you should first know what PPC is and how it works. It is a method that helps you create ads, select relevant keywords and pay each time a visitor clicks on your ads. Many professionals give PPC a try and throw their hands in defeat as their start depleting their money. A successful pay-per-click program needs extensive knowledge and testing, and even a smallest change will impact the overall performance of PPC campaign.

How does PPC work?

When the user performs internet search, the results are assessed and ranked with closest match. The organic SEO results are based on different criteria such as content, keywords, headers, page titles, internal links to other sites etc. Usually, companies bid on the keywords and if they win, then their ads appear on the first page of search engine results. Every time your ad is clicked, you have to pay the search engine a small fee. The fee is trivial, if your PPC campaign is working correctly. Search engines often reward the advertisers who create relevant PPC campaigns by charging them less for ad clicks.

If you want to start PPC campaign, then it is important to know how to do it the right way. There are a number of factors that determine the success of PPC campaign. Some of the factors are :

a-Relevant keywords or keyword management
b-Quality of landing page
c-Quality score
d-Campaign settings
e-AD relevance
f-Effective call-to-action
g-Split testing

You need to manage the PPC campaigns on a regular basis to make sure that they remain effective. Monitoring your account regularly helps you optimize your campaigns and generate good ROI.

Popular PPC advertising Platforms

There are countless PPC advertising services that compete with each other. Some of the best players in PPC advertising are  Google AdWords, Bing, Facebook, Twitter, LinkedIn etc. If you want to target potential customers, you should try multiple services to place advertisements besides relevant content. You can generate huge traffic within a few minutes of opening the account. However, you should handle PPC advertising like any other form of advertising with a clear goal in mind. TO know more about the best PPC advertising platform in detail, go through the below list :


1. Google AdWords

Google AdWords is the most popular PPC advertising platform from Google that enables businesses to create ads that appear on Google search engine results. Usually, AdWords is operated on PPC model where Google digs into the pool of AdWords advertisers and choose a set of winners to appear in search engine results. This system allows the winning advertiser to reach potential customers at a cost that is affordable for them.

a-Google AdWords give you the ability to manage and measure the status of your PPC campaign. You can even test the campaign and analyze the results to make informed decision. You will be charged only when someone clicks your advertisement.

b-Google’s AdWords is somewhat different from others and can provide huge ROI. You can control your budget and just spend how much little you want to spend. You can increase the number of potential customers who contact your business, as there is no minimum spending requirement.

You will learn more about the above elements of PPC advertising, as you move forward through the blogs. You can skip ahead and learn how to set up Google AdWords account, if you are ready to start!

2. Bing

Bing Ads is the PPC advertising service that allows you to advertise both on Yahoo and Bing. As an advertiser, you will be allowed to target your ads by restricting them to a certain demographics and increase the bids, whenever your ad is seen by user of that demographic. This is the most innovative offering from Bing Ads, where users can control which age and gender can see their ads.

a-Similar to Google, Bing ads also have a desktop tool for managing the campaigns offline. You can make offline changes using that editor and later synchronize it online.

b-The Yahoo Bing network allows advertisers to earn advertising revenue. Moreover, the advertisers can use create and customize the ads that display relevant text ads comprising of sponsored links from Bing Network. The search result pages of Bing are visually appealing and there are plenty of experts who agree to this.

Keep reading my blogs to know more about how to set up PPC campaign in Bing ads and drive traffic to your website.

3. Facebook

Though Facebook was launched as a social networking platform, it is offering compelling features to improve your business. It has become one of the best advertising tools these days that help you drive huge traffic to your website.

a-The robust targeting methods of Facebook help you find users that match with your customer demographics in a way that other search engines like Google cannot match. Your ad preferences are usually based on the information you share with Facebook, pages you like and the ads you usually click.

b-Today, more than 1.4 billion people are used Facebook to connect with people and businesses that matter them. With Facebook Advert, you can choose audiences based on the location, interests, age and gender. This way, you can choose your target audience and deliver your advertisements. You can post relevant advertisements for people who see them and bring effective results.

c-Advertising on Facebook is very easy and highly beneficial for those business owners who want to develop business locally. People can directions to your shop, view videos, add items to shopping cart or take any other action on your website. You can manage your advertisements by visiting Adverts Manager and check their performance. You can run adverts for as little as 100 rupees and target potential audience for actionable results.


4. Twitter

Twitter is another important social networking site with millions of users to know what’s happening in the world right now. Twitter advertising is designed with the purpose of helping you connect with audience and add value to your business. Twitter has plenty of paid options that help you gain more exposure. Twitter has come a long way to make sure that your advertisements reach the right audience.

a.One of the best features of twitter advertising is that you can promote specific message on Twitter. This way, users will be able to see the promoted tweet at top search results. If you want to give specific message about your products and services, then twitter feed is the best option. It is also the best way to promote engaging content related to your business and boost the authority of the industry.

b-Currently, twitter advertising is available in Unites States, Canada, United Kingdom and Ireland. You can choose the target audience based on keywords that users usually search for tweets they engage with. Interest based search allow you to target ads towards your competitor’s followers.

d-Once you have set the target, you can select the tweets manually you want the users to follow. With promoted accounts, you can grow followers and see them in various areas across twitter. This is a great way to increase the number of target audience and followers of your twitter account.

Twitter advertising is very beneficial for those who want to expand their business by reaching users of similar interest. In my coming posts, you are going to look at how to create high performance twitter campaign and promote your business.

5. LinkedIn

LinkedIn is a leading social networking site for professionals. LinkedIn advertising is the best way to get message out to targeted audience using a variety of features. Whether you are growing your network or generating leads, you can get benefited from LinkedIn advertising in a number of ways. The key benefit of LinkedIn advertising is that you will find your audience on LinkedIn, no matter what your industry is.

a-Currently, LinkedIn has more than 350 million users; most of them are entirely businessmen, entrepreneurs and other professionals.

b-If you have good amount for advertising, then you can get access to some best LinkedIn tools such as Lead Accelerator, Display Ads, Sponsored groups There is no doubt that LinkedIn ads are very expensive compared to other platforms, but it is worth spending on the specific targeting options.

c-If you want more visibility and ready to spend good amount on advertising, then LinkedIn is the best choice. Before you start using ads on LinkedIn, you need to set up a company page with complete details and interests.

What do you think? Have you considered using any of these PPC advertising platforms? Let me know, if you want to use them to promote your business or increase your followers.

This article is written by Akash Srivastava , a Freelance SEO Consultant .