Performance Marketing

In today’s fast-paced digital marketplace, it’s crucial to quickly and effectively position your brand in front of high-converting customers. If you want to take advantage of this opportunity to take your business to the next level, we at Exnovation explain how expert PPC management can help you increase your search engine visibility and obtain immediate results.

PPC stands for pay-per-click and is a crucial aspect of online marketing that can help you expand your customer base faster. Unlike organic reach, which gradually decreases over time, PPC involves paying for ads to reach your target audience.

These ads typically appear above or to the right of search results, capturing users’ attention and prompting them to click on links.

When executed rightly, PPC can generate qualified leads, create a successful customer journey, and provide an excellent return on investment (ROI). Google, the world’s largest search engine, controls more than 90% of the market share and receives more than 63,000 searches per second per day. If you want to expand your online reach and showcase your products and services to the world, including PPC in your marketing strategy is essential and imperative. At Exnovation, our Ad experts can guide you through the intricacies of PPC ads and help you launch lucrative campaigns with the suitable model that your brand fits the best.

Yes, Paid search engine ads are an indispensable marketing tool for small businesses. We know that, so to maximize the benefits of pay-per-click (PPC) models, we present you with the two types that you must be aware of. However, the effectiveness of each model depends on several factors, including the company’s marketing strategy, budget, and solutions.

Fixed Rate Model

In this advertising system, you agree on a fixed dollar amount for each click on your ad with search engines. At Exnovation, we know that search engines typically publish a keyword rate table, and we conduct thorough keyword research in your field to identify the most relevant and cost-effective keywords for your advertising campaign. 

Remember that keywords are the phrases and expressions that we enter into the engines to find what we’re looking for. The flat rate model is an online popularity contest in which the most relevant or searched keywords cost more per click than those that get fewer searches. So, save your budget on irrelevant or ineffective keywords. Focus on identifying the most popular and effective ones to drive traffic to your website and increase your ROI.

Auction Model

This system, also known as a bidding model, is a real-time auction where the highest bidder wins the most popular keyword. Potential buyers set the maximum price they are willing to pay each time someone performs a search using a relevant keyword. The auction determines the winner and which ad will appear higher on the page, which is referred to as ad ranking. The bid-based PPC model involves three main factors: the quality of the landing page, expected click rate, and ad relevance, each factor based on the used keywords.

In summary, the fixed-rate model is ideal for companies that must keep their budget within a certain amount and prioritize consistency and predictability. However, the auction model is the best alternative for companies developing their brand and expanding their customer base. Our PPT team can help you choose a suitable model for your business; this step is crucial to staying competitive and reaching more potential customers.

What Types of PPC Ads Can You Leverage?

It is extremely important to know where and how to advertise. There are multiple possibilities to run a PPC campaign on the Internet. We can help you choose the most appropriate one for your business strategy or combine several according to the objectives you set.

This is why we briefly explain the different types of PPC ads to help you build your online presence and promote your services to the right audience. Exnovation works side by side with your team to determine the suitable PPC ads to increase your sales and benefit your business.

Search Network Ads

Search Network campaigns are probably the best known and one of the most used by advertisers.

In this type of campaign, your ads will appear on Google next to search results when someone searches for a term that triggers one of the keywords you have previously chosen for your PPC campaigns.

Text ads will appear as sponsored and next to or above search results.

With these kinds of ads, we help users take action, such as visiting the website, seeing an offer, making a call, and more.

Display Network Ads

The Display Network is made up of a set of web pages with different themes, where you can promote your business and reach the segment of users that interests you with attractive ad formats.

They can be in the form of an image, video, or rich media. Unlike search ads, on the Display Network, you can reach users who are in the earliest stage of purchasing or remind them of a product/service that has already interested them through remarketing campaigns.

If you want people to see you, this is an ideal option for you. With this type of ad, we help you create brand awareness with a surprising display of advertisements that will increase the number of clicks that land on your website.

Shopping Ads

They are especially suitable if you have an online store and want to promote your product catalogue.

First, you must send a product feed through the Merchant Center since this is the data that will be used to display the ads next to the product photo, title, price, or store name, among other details.

Shopping ads complement text ads and can appear on Google Shopping and the Search Network. They can also appear on the Display Network.

We can help you to make the details of the products in your online store known to potentially interested customers and increase your sales.

Video Ads

With expert assistance from marketers at Exnovation, you can promote video ads both on the YouTube platform and on the different websites that make up the Google Display Network.

You can choose from several video ad formats:

• In-stream ads: These are ads that appear before, during, or after other YouTube videos or websites on the Display Network. The user can “skip” the ad within 5 seconds of viewing it.
• Discovery ads are only shown on YouTube in places where users discover content. Their format varies depending on the content editors. The user can decide whether or not to see the ad, and the advertiser will only pay if the user clicks.
• Out-stream ads: Shown on Display partner websites. They are only available for mobile phones and tablets.
• Bumper Ads: These are shorter ads that last up to 6 seconds and cannot be skipped.
• Non-skippable in-stream ads: They last about 15 seconds and cannot be skipped. They are designed to ensure that your message reaches the user in full.

Choosing this type of campaign is usually intended to increase brand preference and awareness, although, depending on the ad, it can also be used to attract traffic.

PPC Ads on Social Media

PPC ads don’t only appear on platforms managed by Google Ads. The main Social Networks, such as Facebook Ads, Instagram Ads, Twitter Ads or LinkedIn Ads, also offer the possibility of promoting ads. They are managed within the same social network, and thanks to the information that the platform has about users, they allow the creation of highly segmented audiences.

PPC vs. SEO

You may be wondering which strategy is better for your business, and the answer is both. Both strategies are equally useful for your marketing campaign, generate great ROI, and generate traffic to your website with different approaches and implementations.

Unlike SEO, PPC requires payment for every click. While PPC can quickly attract search engine traffic, organic ranking may take time. Also, PPC can attract ready-to-buy users, people who are willing to pay for a product without the necessity of doing a deep search

It’s essential to understand that these two channels are not in competition—they are both critical components of a comprehensive digital marketing strategy. To achieve success, it is crucial to consider complementary methods that work together to drive digital growth.

So, why not invest in both based on your needs? At Exnovation, our SEO and PPC marketing team focuses on integrating them seamlessly to achieve your marketing goals.

Exnovation offers PPC services that can help you cut off your Ad expenses and attract new visitors to your website. We help you identify your PPC campaign goals and metrics and structure and integrate PPC with your SEO and other online marketing campaigns. Partner with Exnovation and enjoy the benefits of cost-effective PPC ad campaigns.