Is Pay Per Click Still Relevant in 2011?
- By Josh Tyler
- Published 09/3/2011
- Search Engines
- Unrated
Traditionally, adverts were placed on search engines, appearing on search page results that displayed keywords associated with their website, product or target demographic.
However, often implementing PPC advertising can be both expensive and time-consuming, as the task of converting clicks (which costs the business money) into sales can be perilous. As with social media campaigns, PPC has been regarded as a popular marketing and advertising tool, but similarly it is often not planned and implemented effectively.
The emergence of PPC advertising models on social media websites has given the advertising model a new lease of life, as the calibre of information on social networking sites can be utilised in order to increase precision in targeting potential customers.
Facebook's PPC platform is effective in tailoring ad placement. The service allows businesses to target people's profiles based on the information they provide on Facebook. Information such as age, sex, marital status and interests are criteria which aid the strategic placement of ads on the website. This increases the validity of the advert upon initial contact with consumers. In-line with search engine PPC the ads are non-invasive, but have the additional advantage of allowing users to 'hide' ads which they are not interested in. Another plus is that Facebook allows images to be added to advertisements, increasing their appeal.
Samsung UK's use of F
acebook's advert service is indicative of its effectiveness. Leading up to the launch of Galaxy Tab - their compact tablet computer,Samsung UK sought to create a buzz on the web. The company launched a campaign which included interactive polls and video engagement adverts to draw traffic to their fan page. They also used a media buy on Facebook called a reach block on the launch day of the device. This enabled Samsung UK to reach 100 percent of their target audience (UK adults aged 18 and over) in a 24-hour period. As a result of the campaign their brand awareness rose 9 points among Facebook users, and purchase intent for the Galaxy Tab rose by 18 points.
Other social networks use PPC in a similar fashion to Facebook. LinkedIn, for example allows advertisers' access to a desirable niche demographic of professional business people. With over 120 million members, LinkedIn proposes that by placing an ad on the site you can potentially target 4.2 million corporate executives and 1.3 million small business owners. The range of criteria, which LinkedIn allows advertisers to manage strategically includes: job title and function, age, location, industry and company size as well as LinkedIn groups-which often are related to the user's occupation.
PPC can still be an effective tool in driving traffic to websites, however it is essential to ensure that the potential interest of the consumers the adverts will target is maximised. Ensuring your company uses the right platform for your needs, focuses on the correct demographic and plans adequately will aid your PPC success.
However, often implementing PPC advertising can be both expensive and time-consuming, as the task of converting clicks (which costs the business money) into sales can be perilous. As with social media campaigns, PPC has been regarded as a popular marketing and advertising tool, but similarly it is often not planned and implemented effectively.
The emergence of PPC advertising models on social media websites has given the advertising model a new lease of life, as the calibre of information on social networking sites can be utilised in order to increase precision in targeting potential customers.
Facebook's PPC platform is effective in tailoring ad placement. The service allows businesses to target people's profiles based on the information they provide on Facebook. Information such as age, sex, marital status and interests are criteria which aid the strategic placement of ads on the website. This increases the validity of the advert upon initial contact with consumers. In-line with search engine PPC the ads are non-invasive, but have the additional advantage of allowing users to 'hide' ads which they are not interested in. Another plus is that Facebook allows images to be added to advertisements, increasing their appeal.
Samsung UK's use of F
Other social networks use PPC in a similar fashion to Facebook. LinkedIn, for example allows advertisers' access to a desirable niche demographic of professional business people. With over 120 million members, LinkedIn proposes that by placing an ad on the site you can potentially target 4.2 million corporate executives and 1.3 million small business owners. The range of criteria, which LinkedIn allows advertisers to manage strategically includes: job title and function, age, location, industry and company size as well as LinkedIn groups-which often are related to the user's occupation.
PPC can still be an effective tool in driving traffic to websites, however it is essential to ensure that the potential interest of the consumers the adverts will target is maximised. Ensuring your company uses the right platform for your needs, focuses on the correct demographic and plans adequately will aid your PPC success.
Josh Tyler
Josh Tyler, Marketing Exec @ Easily.co.uk - Fast and simple domain name registration. Search domain names quickly, all major extensions and no catches. Register your low cost domain name today!
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