Over the years, Pay-Per-Click (PPC) advertising on Google has become increasingly popular, and has been effective for many businesses. But, PPC campaigns are not the only option out there. Pay Per Impression (PPI) ads are still a relevant way to attract traffic to your site. It just depends on what your measurements and campaign goals are.
In PPC ads, you don’t pay for the impressions, just the clicks. However, PPI campaign display ads are presented and charged together. Because of this, PPI ads have a lower rate of direct conversion and could come at a higher price. However, there’s still significant value in getting your brand name out in front of people while not receiving direct conversion numbers.
Unsure if a PPC or a PPI campaign is best for you? Take a look at the article below to help you determine what your next step in your ad campaign should be.
What are Pay Per Impression (PPI) Ads?
First off, let’s get some definitions out of the way. An “impression” is the number of times the advertisement (in this case) was displayed to the users. An impression is the amount of times something is presented to the web visitor and could have left “an impression” in their mind or memory. An “impression” metric for an ad doesn’t mean that any action was taken, it just means that the ad was displayed.
Think of pay per impression ads like billboards. Billboards along a street are basically offering “impressions” to every driver who passes them. Some drivers don’t even notice them, some look and don’t think twice, but some users may be interested and have that company’s message in their head when they are ready to purchase.
Impressions are still valuable because you’re not just advertising a product or service, you’re advertising a brand. You want searchers to associate your business with whatever product or service you’re advertising. And the next time someone is in the market to buy what you sell, they’ll be more likely to remember your brand and check out your website.
What are Pay Per Click (PPC) Ads?
PPI ads are more general and PPC are much more targeted.
Pay per click ads are tied to a specific keyword or keyword phrase, and the ad only starts tracking when a web user actually clicks on your ad. With PPC ad campaigns, you need to be much more targeted in your approach, research, and analytics sections of you campaign in order to get the best ROI.
For example, if I sell printer ink for industrial printers I might want my advertisements to display under the key phrase “industrial printer ink” or maybe “ink for industrial printers”. I would first need to do keyword research to determine what keyword phrase I should target, and then decide how to word my ad to entice viewers to click my ad over another result. And, the only time I’ll be charged for my ad is when someone clicks on my result. For many small businesses, this is a great advertising option that saves money and delivers positive results.
How to Create a Google Ads Campaign
There’s no right or wrong answer on which ad campaign style you should be using for your small business. It really depends on what your business goals are, how many resources you can commit to your campaign, and how involved you’re willing to be.
Google Ads is a popular advertising hub you can use to manage your entire PPC or PPI campaign, start to finish. With Ads you can control how much you spend on an ad campaign and make any changes you want easily.
If you’ve never used Google Ads before, it can be a little confusing. I suggest working with an in-house marketer if you have one, or working with a website development company that will help you create and manage your campaign account with you. However if you want to get started creating a Google Ads campaign yourself, just follow the steps below:
Once you’ve decided on your goals and the type of campaign you want to run, now you actually need to create an Ads account.
1. Sign in to your Google Ads account and click “Create your first campaign”
2. Click the drop down menu nuder “Type” and select what type of ad campaign you want to run
3. Make your selections for the following qualifiers of your ad:
– Bid strategy
– Ad extensions
4. Click “Save and Continue”
Being aware of all your ad options and the complexities of running a Google Ads campaign is why we at Cazbah recommend working with a marketing expert to help you get started. If you’re unsure if you should run a pay per impression or a pay per click ad campaign, take a look at the article above and compare the differences between them to determine what’s best for your small business. Digital advertising can be a tricky business if you don’t go in with a solid plan. Take the time now to clearly layout your plans, goals, and resources so you don’t end up wasting money, time, and energy later on down the road.