Since pay per click (PPC) marketing has been introduced, marketers have been using the channel to bring in highly relevant traffic to their websites. Google, Bing & now Facebook (many more too!). Three gigantic resources to tap into. You’d be stupid not to, right? Correct!
Now we’re in 2013, PPC marketing has evolved massively since its introduction, meaning that a PPC management agency can use many different strategies to target different segments of their target market. Let’s take Google AdWords as an example.
Here’s a list of different techniques marketers can use through this marketing channel:
- Search network
- Display network
- Search & display network
- Targeting of different devices – Computers, tablets & mobile.
What is the Google Search Network?
This is where Google will display text only adverts across its search network. This includes traditional search, image search, shopping search, searches through partner sites such as AOL, as well as other different parts of the search network.
What is the Google Display Network?
This is where Google will only show display adverts through the use of images across its display network. It claims that it contains over a million websites. One major website part of the network is YouTube, giving marketers a chance to target their adverts at this demographic. However, beware that ads across the display network will receive a click through rate that is much lower than the search networks.
Search & Display Network
Google gives you the opportunity to target both networks at the same time, saving a marketer’s time.
Targeting Different Devices
As we head into 2013, this is major attraction for marketers at a time where mobile technology is taking over the world. Many more people are using their mobile devices to search than ever before placing greater emphasis on the targeting of mobile searches. At the moment, the targeting of mobile devices has a lesser cost per click (CPC) than a traditional desktop. Marketers – take advantage!
This feature allows you retarget visitors that have visited your website before. Google will show your adverts more often to these visitors, retargeting them to bring them back to your website and convert. Even better is that you continue to target those consumers who have converted, enhancing customer loyalty. Great feature Google!
Many More Features
With many more features for marketers to take advantage of through Google AdWords, it really is a beneficial marketing channel for businesses to take advantage off. Can your business afford not to? Visit this PPC Leeds company & receive a FREE 30 minute consultation regarding this marketing channel to see how they can help your business greatly.