PPC Advertising stands for pay-per-click advertising, but more importantly, it is a large percentage of the answer to your questions on reaching new customers. Like you, we often wish and dream of a PPC ad platform so easy-to-use that all you have to do is dump quarters into it like the 1980's arcade version of Pac-Man®.
But, you guessed right, it is not that easy. Mastering pay-per-click advertising is more like mastering the classic fight against Mike Tyson on the original Nintendo® Entertainment System game console. You have to be lightning quick and patient, all at the same time. If you slip up or don't pay extreme attention to your ads, you might end up just like Little Mac in the fight... knocked out.
The two titans of PPC are none other than Google® and Facebook®. If you have a business website or social media page, then you have undoubtedly dabbled with both. But the art of not wasting money is elusive, almost as much as narrowing down the target audience and displaying a captivating bit of text, imagery, or video in front of them. We can manage either or both, not to mention up-and-coming ad platforms for Instagram®, Twitter®, and Pinterest®.
PAY-PER-CLICK ADVERTISING STRATEGY
The King of all things Internet, Google, also rules the roost in pay per click advertising with its Adwords platform. Hauling in nearly $80 billion in ad revenue, yes that's a 'b' for billion, we are reminded that it's number one because it works.
The real strategy when using Google Adwords campaigns is working hard to grow your own business' sales revenue before padding Google's bottom line. The facts are what they are, many people pay for terribly written ads and campaigns that just waste their money.
To this point, a bulletproof strategy that never loses money does not exist (if someone tells you that, they are lying). However, with careful research and experimentation coupled with a partner (like BridgeHouse) who will guide you through the mine fields, you will quickly learn that your business should be advertising here regularly and consistently.
The Facebook advertising platform is the largest rival to that of Google Adwords and should be at or near the top of any ad strategy lists. With something like 2 billion active daily users worldwide, Facebook provides a massive audience to connect with.
Like Google Adwords, ad messaging and targeting on Facebook must be taken very seriously or it can cost your business a ton of wasted money. But unlike Adwords, we cannot forget that Facebook users are not looking to be sold. The ad structure and content delivery here must fit what viewers are willing to pay attention to or they will pass right by it.
It's also important to know that the ready-to-use ad boosting tools available to any page admin only scratch the surface of what can really be done. As a marketing agency, we have an ocean's depth of behind-the-curtain tools available to use with Facebook ads for your business.
YOUTUBE VIEWS & ADS
With Google as the clear leader in search and its video asset YouTube a close second, it makes obvious sense that a video marketing strategy is critically important. It is what your business posts and advertises on YouTube, that requires careful consideration. A dollar invested into views still goes a long way though.
YouTube viewers are watching somewhere in the neighborhood of 5 billion videos every day. Before you grab the selfie stick to start monetizing, we have to remember what YouTube viewers actually want to see. They are overwhelmingly trying to accomplish two basic things; be entertained, and; solve problems.
Viewers don't typically land on a video with the intention or hope of being sold something. So, video strategy must fit your business. It requires included value, often given away for free, and it should be entertaining or helpful in some way.
Much like the percentage of daily Twitter users compared to its social counterparts like Facebook, ad revenue is a fraction too. That doesn't mean your business should overlook an opportunity here. If your business fits the demographic viewing audience on Twitter, then an advertising strategy could pay dividends.
Like all ad platforms, social or otherwise, the first question to ask is; Are potential customers for your business hanging out where your ad messaging will reach them? Suffice to say, if you're selling reverse mortgages to people over the age of 65 then Twitter probably isn't a great platform to spend money on.
But if you business does anything visual, especially digital content, then Twitter is a good way to deliver to your customers and prospects. Advertising here unlocks some posting tools not available for standard accounts too, offering outside-the-box flexibility.
Much like the relationship between YouTube and Google, Instagram is the secondary social counterpart to Facebook. Instagram represents a stripped down feed for viewers to see pictures and video from friends or people they follow. The addition of Stories (nearly identical to SnapChat features), offers latitude in delivery media too.
Facebook's advertising gift to us is the ability to commingle Instagram ad builds using the ultra-powerful Facebook ad platform. Again, Instagram viewers are not looking to be sold. So messaging and content delivery should be matched with each platform in a way that isn't off-putting.
We find that using Instagram for business is a fun way to interact with fans, followers, customers, prospects, and others. The trick is remembering to monetize at the right times.
Pinterest is a relative newcomer to the advertising arena, but a powerful up-and-comer nonetheless. Largely utilized by a female demographic, the social platform is finding its way into the male audience as well. If you don't believe us, simply go to Pinterest and search for 'man cave ideas'. Yes, it is a guilty pleasure for men too.
If your business offers products or services that are visually appealing in nature, Pinterest is a fantastic way to display them. But using their ad platform represents an even better way to tie in eCommerce. Pinterest boards are chocked full of wish list ideas, so it makes sense to connect those items with an online store where viewers can make the transaction when timing is right.
We often look to Pinterest as an untapped gold mine for many clients to build goodwill, reach customers, and make impressions.