Pay-Per-Click (PPC) Advertising

Comprehensive Digital
Marketing With PPC

Pay-per-click (PPC,) Google Ads, social media advertising:
What does it all do? And, maybe the more important question is, do you even need it?

At Farotech, we know that paid advertising, like PPC, Google Ads, and social media advertising, can make your company more competitive—but only if it’s planned and executed correctly—and part of a comprehensive digital marketing plan. With more than 17 years of successful experience in digital marketing, we know precisely how to develop, execute, and manage customized, data-driven digital marketing strategies that include PPC and social media advertising. Marketing campaigns that get results.

We know that if you’re new to this type of digital marketing, it can be a challenge understanding where to begin. Farotech partners with companies from small to large across a landscape of industries to first educate them about digital marketing, next we work collaboratively to define performance goals, then create a comprehensive and customized marketing strategy to reach those goals. Many times these strategic plans include PPC, Google Ads, and social media advertising.

PPC 101: The Basics

Let’s start with the basics!

This is a form of advertising in which you set a budget for your ads on a given platform, such as Google or Facebook, and then only pay for the clicks you receive, hence the term pay-per-click. There are a variety of similar types of advertising, such as pay-per-impression or pay-per-view; all of these work on the premise that you pay only when the intended interaction—views, clicks, or impressions—occurs.

PPC is broken up into two types of ads: Google Ads and social media advertising (or social PPC.) Both are executed in different places, on different platforms, however, combined they can make an extremely useful tool for your business. These tools, used correctly, can get you in front of the right customers online—at exactly the right time.

Google Ads

The platform formerly known as “Google Adwords,” now called Google Ads, operates on a pay-per-click (PPC) model and is ‘the place to be’ for paid advertising in today’s marketing landscape. Here, ads are created for your business by bidding on specific keywords and paying Google for each click that specific ad receives. Where the ads are placed and how often they appear depends on a few factors. The quality of the keyword you want to use and how much your business is willing to pay are two of the most important determining factors.

These paid ads appear in Google’s search results, as well as other places on Google properties like relevant news articles or before videos. There are a number of types of Google Ads you can utilize.

Types of Google Ads

Types of Social Media Ads

“72% of AdWords marketers plan to increase their PPC budgets.” (Search Engine Watch)

If you’re looking at your overall marketing budget, and wondering if it makes sense to allocate a portion of that to PPC advertising, you’re not alone. Many CMOs see statistics like those above and wonder if they, too, should make an investment in pay-per-click. After years of partnering with businesses like yours, we at Farotech have developed some guidelines of when it does, and does not, make sense to pursue PPC. Of course, these are simply guidelines; any decision should be made with the full context of your online presence, goals, and resources.

When to Use PPC

  1. Supplement to SEO Marketing
  2. Build Awareness of New Products/Services
  3. Beat Out Your More Well-known Competition
  4. Your Business is a Non-profit

While the above list does not consist of hard and fast rules, they provide a guide so you can to judge if PPC is a worthwhile investment for your company. Make no mistake: when a customized PPC strategy is properly executed, PPC can bring serious and many sought-after results.

At Farotech, we can say with confidence that PPC should never be the whole of your digital marketing campaign. However, we do believe in comprehensive marketing systems, in which PPC can play an instrumental role.

If you’re struggling to determine if PPC is right for your business or where to begin just reach out! Farotech partners with businesses like yours to provide strategies and management for Google and social PPC advertising, as well as SEO, Inbound Marketing, and Web Development. Learn more, or schedule a complimentary consultation by contacting us today.


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