Hopefully with the new year already begun, your business has set its sights on some new marketing platforms. Everyone starts off so strong when the new year starts with their resolutions whether they be to personally hit the gym more or professionally invest more revenue into marketing. For many small business owners, this might mean leaving the comfort of traditional marketing such as print and direct mail, to venture into the unknown: digital marketing.
Yes, that “fad” of doing business on the web, is not so much a fad anymore is it? It really hasn’t been a fad since Y2K, but I digress.
One of the big pieces of digital or online marketing is “pay per click”, which is also known as PPC. If you are a small business owner looking into this for the first time it can be incredibly overwhelming. You are going to be bombarded with an insane amount of information for display, search, remarketing, quality score, CPM, Bing, Google, Facebook, and more.
Since you are just dipping your toes in the PPC water, let’s take a step back and simplify things. One of the first questions often asked by a person unfamiliar with pay per click is, “What is the difference between pay per click and Google Adwords?”.
Pay Per Click
Pay Per Click (PPC) is a general term for a marketing pricing model. Its definition lies directly in its name: you only pay when someone clicks on your ad. If your ad is viewed, but the person does not click on it, you don’t pay. In contract, when you pay for a newspaper ad, you are paying for potential exposure on the ad based on the size of your ad, color vs. black & white, and total circulation. These aren’t guaranteed to be people interested in your product or service. Pay per click on the other hand, allows you to target people with a high level of interest.
So how does Google Adwords differ from pay per click? Well, it really doesn’t. Google Adwords is a pay per click platform. That means you can run pay per click ads using Google Adwords.
With Google Adwords, you can run a Search, Display, Remarketing, Video, Shopping and Engagement PPC campaigns. The first two, Search and Display, are the most common forms of Google Adwords PPC campaigns.
With a Search campaign you are targeting keywords that you think visitors will type into Google Search that relate to your business. So Plumber Pete might want to choose keywords such as “plumbing services” or “plumbers near me”. When a user searches one of those terms, Plumber Pete’s ad can show up above the organic search results.
Display campaigns involve placing an ad on a website that uses the Google Display Network (GDN). A lot of websites exist that allow advertisers like agencies and business to place ads on their site using Google. So you can choose to place an ad on that website. It is a lot more complex than that, but for simplicity’s sake, we’ll keep it to that for now.
Hopefully that helps clear up some upfront confusion for any soon-to-be pay per click users. If not, we’re always willing to answer questions. Just hit us up in the contact form to the right.
If you already know you want no part of this pay per click nonsense, we’d love to provide you with a strategy or help you out. Click the button below and we’ll get in touch regarding a marketing assessment and strategy.