There are many different types of digital advertizing to choose from when trying to promote your brand and sell your products or services online, but few are as effective as PPC and Google Ads. But, if you’re not a digital marketer with expertise in the industry, you might be confused as to which one would best suit your needs.
With this in mind, here is a brief guide to both PPC and Google ads in Surrey, to hep you determine which method would be the most beneficial:
A closer look at PPC
Pay-Per-Click advertizing involves advertisers paying a fee every time someone clicks on one of their ads, and allows businesses to display their online adverts on the results pages of search engines, and other types of digital platforms.
The primary purpose of PPC is to drive a websites’ targeted traffic, by placing bids on keywords that are relevant, and designing ad campaigns that are compelling. When a user clicks on the ad, this is when the advertisers must pay, making it a method of advertising that’s highly cost-effective.
A closer look at Google Ads
Developed by search engine giants, Google, Google Ads is a platform for online advertising in which businesses can design and display their ads on its search engine results pages, and other sites affiliated to it.
Operating under the same advertising model as PPC, Google Ads involves advertisers bidding on audience-relevant keywords.
Advertisers are able to create ads that are in video format, display format, or text-based with Google Ads, and there are more superior options for targeting on the platform, that enable businesses to reach their audience based on such things as demographics, location, and interests.
What about targeting and placement?
Offering similar capabilities, both Google Ads and PPC permit advertisers to target certain demographics and keywords to reach their relevant audience. But with Google Ads, there is a big difference: this platform offers extra options for targeting and placement. With Google Ads, advertisers are able to target certain websites, YouTube videos and mobile apps, offering them more assurance that the ads will reach their intended audience, and increase the chance of conversions.
What about cost structure?
Both PPC and Google Ads operate on the basis of pay-per-click, but the cost of each click can vary significantly between platforms, and is usually based upon such things as the competitiveness of keywords, the quality of the ads, and the strategy for bidding.
The cost-per-click may be a lot higher for those businesses operating in competitive industries, meaning that they are forced to allocate a bigger chunk of their budget to achieving their advertising goals.
What about performance and results?
Both Google Ads and PPC can offer businesses valuable insights into the successes and failures of their advertising campaigns. While PPC platforms provide companies with metrics such as click-through-rates, return-on-ad-spend, and conversion rates to help them evaluate the performance of their campaigns, Google Ads offers extra metrics such as average position, quality score, and impression share.
Performance metrics can prove invaluable when businesses are trying to identify the areas of advertising in which they can improve, or push for better results.
So which should you choose?
Both methods of advertising can be incredibly effective, but which one you choose to use, depends entirely on the goals and strategy of your company.
If your business wants to boost its online presence, reach out to more customers, and increase their profits, working with a PPC agency in Surrey is a solid choice, particularly if you’re trying to save money, as a fee is only paid when an ad is clicked on by a user. It can also deliver results in a quicker fashion than search engine optimization, or SEO.
Google Ads on the other hand, offers advertisers a wider range of options for targeting and placement, and provides interactive map data and high-resolution images.