Pay per click is a type of digital marketing that refers to any instance where you pay when somebody clicks on an ad. Each type of ad format serves a different purpose, and can be used to target consumers at different points in the conversion funnel — the ‘journey’ a user makes as they come to learn more about your product or service, and, eventually convert.
The most well known form of PPC marketing is paid search. Paid search is used to target people who are actively searching for your product or service, and allows you to get your brand in front of those people. PPC is most commonly used to drive acquisition, by targeting keyword phrases where there is an intent to buy or sign up, but can also be used to boost brand awareness.
Ranking organically for queries relating to your product or service takes time, and so getting people to your website for those queries can be helped with some paid search muscle. With paid search, we can bid to appear on search results for specific queries, to bring people we already know are interested in what we’re offering onto our site.
There’s plenty to consider in a solid PPC strategy, from ensuring you aren’t spending money needlessly, to timing marketing channels to hit the customer at the right time, and again to creating the right channel blend to make sure messaging is consistent across the channels.
Getting PPC right takes a holistic approach to a complete paid strategy. We’ll consider the end goal first, and from there determine which PPC channels will work best to achieve it: it’s essential to really understand the buying cycle of a particular audience to best target marketing efforts. We plan what our messaging will be throughout that cycle, and work with a custom attribution model to give you visibility on what value is coming from which channel.