Pay per click, or PPC, may seem like just another buzz word used to get more money from your business, but the process really works and there are literally tens of thousands of successful businesses relying on it. This advertising model is used to direct traffic to a company’s website.
A link to the company’s page is listed on another website, usually one that is related to the product or service, and the company then pays the publisher or website owner every time the ad is “clicked” by a user. These ads will also appear when a keyword associated with them is searched for on Google or other search engines. Sounds simple. Right? Well in the changing landscape of the internet and devices used to access it, the short answer is no.
However, if you become knowledgeable of the pros and cons of PPC and how it works on different devices, than you can easily navigate what is the best for your business or company.
How Does the Consumer Use the Internet?
People access the internet through three devices, though they vary in form and cababilities—mobile phones, tablets and laptops/personal computers. These devices do not all have the same features and the types of people who use these devices have differing interests and situations when surfing. The main difference is PCs are more often used for work during business hours, while phones and tablets are used for entertainment and play on nights and weekends.
Of course there are exceptions to the rule, but studies have shown the younger generations are using phones and tablets more than the traditional PC. So if you keep the archaic thought process that the internet is the same across the board, you will miss out on some real advertisement opportunities.
How Do Your Ads Appear to the Consumer?
When someone searches a key word on Google or Bing, how these results appear depend on the device. PCs and Tablets usually feature two columns of results, while smart phones only show one.
Tablets and smart phones use a touch-screen scrolling functionality which means the user can scroll both up and down and left and right, offering them the opportunity to sift through ads and results quickly. This can also mean that the user can quickly scroll past your ad in the blink of an eye, or they can reach your ad if it does not make the first page of results. There are definitely pros and cons to the scrolling process.
What is Your Target Audience?
Does your company have apps or online stores? Is your company ingrained in the tech savvy world? Then your PPC ads will do well on a tablet or mobile phone. Users of these products are looking for convenience that is a click away. They don’t want to find the address of your company or store and drive there. They want handy apps and to be able to search your products online.
PC users who tend to skew older, may not be as concerned with a hot new app or online stores, so PPC on these devices works well for companies that are not as technologically advanced.
However, if you are looking to up your game as company, you may consider developing an app or an online store, because it is always best to keep up with changing technologies if you want to stay afloat. Your company could benefit from ad campaigns toward both audiences, as well.
Another thing to consider is what you are selling. If you are selling office equipment you may want to focus on PCs. If you are selling more trendy fare mobile phones and tablets may be best.
Moving Forward With Your Ad Campaign
Regardless of your target device, PPC and programs like Google Ad Words have been shown to work in getting your business more attention on the internet. There are numerous capabilities with these programs that allow you to track how often your ad is scene and the cost effectiveness of your campaign. PPC is about understanding your audience, and finding the best way to reach them.
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