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There’s more to PPC than just Google search ads

Friday, April 4th, 2014 by Henry Carless

PPC is more that just search adsAs an official Google Partner agency, Vertical Leap plans, builds and optimises a wide range of PPC campaigns. The most common of these involve ads which appear on results pages of major search engines, including Google, Bing and Yahoo.

Paid search is perfect for reaching customers in the research and buying stages of the marketing funnel. For example, a bike shop could serve paid ads to people searching for ‘buy mountain bikes’ or ‘best mountain bike deals’.

Paid search advertising fits the bill when potential customers actively search for your products, but what if you want to reach people who are unaware that your product or service exists? Should you use paid search if your customers don’t actively search for your product? In these cases, your marketing budget could be invested in many other areas, as there’s much more to online advertising than paid search. Here are some examples of alternatives for your marketing spend.

Display network advertising

Display advertising allows you to serve your ads on a vast network of websites across the internet. Ads are contextually targeted, meaning they appear on pages relevant to the product or service being advertised. For example, a sports supplement manufacturer might serve display ads for their new protein shakes on pages about health and fitness to find new customers.

A major benefit of display advertising is the wide range of ad formats available. Text, images or animation can be used, as well as rich media ads that offer video or interactivity.

Social network advertising

Why wait and hope that someone searches for a product or service when you can shout loud and clear, letting people discover you instead? That’s where social networks offer a fantastic opportunity to significantly raise visibility of your brand and offering. Advertising on social networks such as Facebook, LinkedIn, and Twitter is not suitable for all businesses, though, so you need to have the right product and approach in order to make this approach work.

If you’re looking to promote a competition or event, increase your follower count or improve brand awareness and affinity, social advertising could be the best way to spend your marketing budget. In the UK, Facebook, Twitter and LinkedIn are by far the most popular social media advertising platforms, so they’re easily the best place to start.

Remarketing

Remarketing enables advertisers to serve highly targeted display network ads to people who have already visited their website. This is especially useful for recapturing visitors who have abandoned their shopping basket – after adding but not purchasing products. It’s also useful in industries with a long sales cycle. Once a lead has visited your site, they will be reminded about your service regularly as they browse the internet. This increases brand affinity and increases lead-to-sale conversion rates.

Advanced techniques such as dynamic remarketing allow advertisers to serve fully customised ads to people who have visited the site, based on the pages they have visited or products they have recently viewed.
Are your customers leaving without completing a purchase? Win them back with remarketing campaigns – you could even offer a discount code in the ad to encourage them to return and buy.

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About the author

Henry Carless

Henry Carless

Henry Carless joined Vertical Leap in 2012 as a PPC Campaign Delivery Manager. With over 7 years' experience in search engine marketing, Henry has extensive knowledge of paid search strategy and delivery. He has managed advertising campaigns for companies of all sizes over a wide range of industries, from startups to multinational partnerships with seven figure PPC budgets. In his spare time he enjoys brewing beer, surfing, art and photography. Follow me on Google+