As a luxury PPC agency, we are often asked about PPC. PPC stands for pay-per-click, and is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, PPC advertising is a way of buying visits to your site, rather than attempting to “earn” those visits organically. It is important to note that just because a click to a website or store page is paid for, it does not diminish the quality of the traffic, not the quality of the lead generated. Indeed, PPC advertising can be a highly targeted method of acquisition and one that many businesses and services in the luxury sphere can benefit from.
There are roughly two main types of Pay-Per-Click advertising; search and display advertising.
Search advertising includes Google Adwords and BingAds and are In Internet marketing is a method of placing online advertisements that show results from search engine queries. Much like search engine optimisation, search advertising relies on extensive keyword and market research, the creation of keyword rich content and refining to ensure that the adverts, eco-system of keywords and user journey generate the maximum return for clients.
According to one of our favourite podcasts:
Google Adwords is the greatest invention within the history of marketing. It allows us to meet the searcher at the exact point of intentionality….It is almost as if you walk into a shop and are presented with the exact thing you are looking for. - The Internet History Podcast
In its simplest terms Google’s Ads (and search advertising in general) works thusly:
- Bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering.
- Advert appears based on keyword searched.
- Every time an ad is clicked a fee is paid.
What does the typical set up of a Google Ads account resemble?
As each service is bespoke at TLMA we aim to a tailored plan for each client. However, as we led clients on their journey we usually work around:
- Understanding the goals and requirement of each client
- Researching and selecting keywords - Volume/cost/intent/ROI
- Organising keywords into campaigns and ad groups - To increase Ad placement and performance
- Setting up landing pages that are optimised for conversions - also applicable to any mos paid advertising
- On going Tweaking/Optimising ad performance
In the next section of our blog, we detail display advertising and how it differs from search advertising.
What is display advertising?
Display advertising involves building out demographics for target markets and serving subsequently adverts and content to them. Such target markets may or may not have interacted with the website or brand previously and enables brands to use their in house data to target various markets. Display advertising is the primary method of advertising used across social media and you may have seen adverts on Instagram and Facebook. There are main components involved with display advertising
- Banner Ads: One of the oldest and traditional forms of advertising, banner ads usually appear at the top of websites in a “banner” format.
- Posts: Can be a paid post, boosted post or varying types of content served through social media channels.
- Interstitial Ads: These ads appear as web pages that are served to users before they are directed to the original page they requested. .
- Video Ads: The YouTube advertising platform, as well as social networks like Instagram and Facebook, have opened a whole new avenue for marketers.
- Retargeting is effective because it focuses advertising spend on people who are already familiar with a brand and have recently demonstrated interest and can be used in conjunction with various combinations of interactions such as visiting specific pages, adding an item to a cart or interacting with a social media account.
Given our work as a luxury social media agency our teams across Google Ads and paid social work closely to create the perfect omnichannel approach to capture visitors, new and old users and present them with inspiring content to engage with each brand.