Paid search advertising can be a valuable digital marketing tactic for small businesses. It helps drive more traffic to your site from the search engines and helps ensure that this traffic is relevant.
Getting people familiar with your business and services is the first step in generating leads and converting them into customers. One way to effectively build brand awareness, express your brand identity, and generate leads for your business is through display advertising. There are many other benefits of display advertising when it comes to marketing your business. Read on to learn about what display advertising is, how to create strong display ads, and how to measure their impact on your business growth.
Display ads, also known as banner ads, are a form of pay-per-click advertising. They can come in the form of a banner, but have a variety of sizes.
While paid search ads appear on search engine results pages, display ads appear on the websites that are listed in those results pages—websites relevant to your product or service. For display advertising on Google specifically, display ads appear on various types of websites within the Google Display Network, such as blogs, news sites, Gmail, YouTube, and more.
As with other forms of online advertising, you can target specific demographics, zip codes, and interests, so that you reach the people who will be most interested in your business. This makes your money well spent and helps you to build a relevant audience.
Pay Per Click
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
Google Ads (formerly known as Google AdWords) is the single most popular PPC advertising system in the world. The Ads platform enables businesses to create ads that appear on Google’s search engine and other Google properties.
Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.