Paid Advertising
Explore trend predictions, expert-recommended strategies, and comprehensive guides covering the full spectrum of paid advertising, from clicks to conversion. Access the resources you need to help you maximize your brand reach, drive business growth, and increase your revenue.
PPCPPC vs. Display Ads Explained: Which Is Right for Your Business?Online advertising can be a quick and powerful way to boost your digital presence—up to 80%. Plus, certain online ads can improve your conversions by 59%, especially when people search for your business after seeing those advertisements.
Success depends on choosing the right ad format based on your target audience and business goals. The two main options available to you are pay-per-click (PPC) and display ads. PPC ads can be a strategic choice if you want to make immediate sales, while display ads are ideal for creating a lasting brand presence and gaining recognition over time.
In this post, we'll highlight the key differences between PPC and display ads so you can make an informed choice for your business.
Fundamental differences and examples
Below, we explore the main differences between PPC vs display ads, including what they look like and how they're used.
PPC ads
PPC ads are a way for businesses to show ads online and pay only when someone clicks on their ad. This makes PPC ads staples in search engine results like those on Google and social media feeds on platforms like Facebook. PPC ads are a popular and effective way to reach potential customers who are actively searching for products or services related to what the business offers.
For example, a search engine PPC ad should be well-crafted to grab the attention of potential customers, provide relevant information, and entice them to click on the ad. Joes Beauty achieves this by clearly showing:
The product's name and brandValue to the customer (unbeatable pricing + fast shipping)Other product categories the customer may be interested in
In comparison, Facebook PPC ads need to be highly visual. Social media is synonymous with high-quality images, so successful Facebook PPC ads need to stand out from the competition and catch the target audience's eye. Comic Warehouse achieves this with their Facebook PPC ads by:
Letting product images take up most of the ad spaceIncorporating a carousel to promote more than one product in a single adAdding simple 'Shop Now' buttons underneath each image
Display ads
Display ads are like online billboards or posters that you see while browsing websites, reading articles, or using apps on the internet. You'll spot these as banners, sidebars, or even pop-ups on various desktop and mobile sites. They're meant to catch your eye with visuals such as images, graphics, or videos. These ads aim for long-term brand recognition and usually charge based on how often they're viewed, not clicked.
For example, this display ad banner pops up in one of Simone Walsh's blog posts. Its copy is clear and to the point, while the image tries to connect to the customer emotionally.
The main difference between PPC vs display ads is that PPC ads appear during active searches, while display ads appear during casual browsing.
Aligning advertising goals and budget allocation
Deciding how much money to allocate to PPC ads vs. display ads can feel like walking a tightrope. PPC ads deliver quick leads and immediate results—yet come at a higher price per click. Display ads cost less and help create awareness and visual impact, albeit with a longer wait for ROI.
So how do you decide? The key is to align your budget with your goals. Suppose you have $5,000 to spend with the goal of acquiring 200 new customers this month. Then, you'd do well to allocate 70%-80% to PPC since it can provide you with quick, targeted results. The remaining 20%-30% can go into display ads, which are effective for long-term brand building.
Audience targeting and testing
PPC and display ads differ significantly when it comes to audience targeting. PPC ads zero in on people through keyword relevance and search intent. Display ads, meanwhile, target broader groups based on interests and demographics.
To make the most of audience targeting, you need to focus on specific details. For PPC campaigns, this means harnessing search intent and demographic factors. For display ads, align your campaign with specific interests and popular websites.
And don't forget to regularly test and refine your campaigns for the best results. Here are some strategies to consider:
A/B test ad copy to identify the most persuasive messagesVary landing pages to discover the best user journeyTweak visuals to figure out what engages your audience the most
Based on the results, you can fine-tune your strategies to optimize performance across both PPC and display ads.
Designing engaging ad content and measuring performance
The impact of compelling ad content cannot be overstated. In a crowded internet landscape, engaging ad content can be the difference between a fleeting glance and a meaningful customer interaction.
Both PPC and display ads allow you to run ad content, but each requires a distinct approach for optimal results.
For PPC campaigns:
Keep copy concise and focusedUse a compelling call to actionIncorporate dynamic elements like videos to elevate engagement
For display ad campaigns:
Use visually captivating images to grab attentionIncorporate storytelling to engage viewers and convey your message effectively
Once you apply these tips, keep a close eye on particular metrics to see how well you're doing.
For PPC, watch your Quality Score, click-through rate, and conversion rate. These numbers reveal how engaging your ad is and how often it turns clicks into actions.
For display ads, focus on viewability, total impressions, and engagement rate. These tell you how often your ad actually gets seen and interacts with your audience.
By regularly monitoring the performance of your ads, you learn what's working and where adjustments can be made.
» Here are some helpful tips to help you nail your ad creatives
Optimize your advertising strategy with Mayple
While considering the merits of PPC and display ads for your business, you might find value in a specialized guiding hand. That's where Mayple—a comprehensive platform for managing paid search campaigns—comes in.
Mayple combines industry expertise with advanced tools to help businesses achieve their advertising goals. Our PPC experts have a proven track record in optimizing PPC and display ad campaigns for hundreds of brands, and they can help you align with the strategies discussed in this article.
Platforms and scenarios
PPC and display ads each have their native territories where they shine brightest. PPC ads usually dominate search engine results, primarily through platforms like Google Ads. If you're aiming to target users based on specific search intent, Google Ads often provide the highest chance for immediate conversions.
On the flip side, display ads find their home on social media feeds and various websites. They excel at building brand awareness over time. If you're looking to capture attention and target broader audiences based on interests or demographics, display ads on social media platforms are the way to go.
Both ad types offer unique advantages depending on the platform and the goals you aim to achieve, making a clear case for diversifying your advertising strategy.
Crafting your digital ad strategy
The benefit of digital advertising is its ability to deliver measurable results quickly. If immediate conversions are your priority, using PPC for business is a no-brainer. On the other hand, display ads provide the visibility you need for long-term brand building. Platforms like Mayple can help fine-tune your strategy to ensure you're using your budget effectively.
» Want to learn more about PPC ads? Get all the answers in these expert-approved books
PPCChoosing the Right PPC Agency for Your eCommerce Business: 6 Key FactorsSearch ad spending has seen predictable year-on-year growth and is only expected to continue the trend. Data from eMarketer shows that the search ad industry hit $99 billion in 2022 and is expected to grow to $136 billion by 2026. This continuous growth trajectory is no surprise: when done right, digital advertising continues to be one of the highest-performing strategies for brand growth.
So how can you be one of the brands that's doing it right? It all starts with learning how to choose a PPC agency that gets the job done well. In this article, we'll look at how you can find the best PPC agency for your growing business.
6 key factors to help you choose the right PPC agency
Industry experience and expertiseTrack record and success storiesTransparency and communicationCustomization and strategyData analysis and optimizationBudget management and ROI
1. Industry experience and expertise
First things first: your agency needs to know what they're doing, and this is best measured by their experience and expertise with running PPC campaigns in your industry. Each industry will have its own unique considerations and requirements—a campaign in the finance industry generally won't have the same best practices as one in the eCommerce beauty industry.
Industry expertise will help agencies navigate the nuances of each market, better understand competitors and audiences, and choose the most effective keywords, campaign settings, and strategies.
» Here are the best Google ads bidding strategies.
2. Track record and success stories
To get a better idea of an agency's industry expertise, as well as their overall ability to build and manage successful PPC campaigns, look for things like a portfolio, case studies, and client examples. These types of documents can show whether the agency has a demonstrated track record of success for previous clients. You may be able to find case studies on their website or social media. If not, just ask them directly.
3. Transparency and communication
You need to be able to trust your PPC agency. You also need to know what's happening in your campaigns and be able to have an active voice in the daily decisions. This is why transparency and strong, clear communication are critical when looking for the right PPC agency.
They should provide you with regular updates and comprehensive reporting so you always know how your campaigns are going. To figure out the communication style of a potential agency, ask them questions like:
How they communicate with clients (email, phone, video calls, etc.)How often they communicate with the average clientHow often they send reports and updatesHow they handle unexpected issues and client inquiriesWho your point(s) of contact will be, and their position at the agency
» Here's how to calculate and improve your PPC conversion rate.
Consider Mayple for your PPC needs
Want to make sure you choose an excellent PPC agency the first time around? Mayple was designed to help eCommerce business owners and managers like you connect with PPC agencies and other marketing experts. Mayple ensures that you have access to high-quality agencies with experience in your industry and niche. With data-based vetting and AI-powered matching, you can be sure you're in safe hands.
4. Customization and strategy
Like any other marketing strategy (or any business strategy, for that matter), a one-size-fits-all approach won't work for PPC campaigns. Every eCommerce brand will have its unique circumstances, including needs, goals, audience, industry conditions, competition, budget, obstacles, and more.
That's why your PPC strategy should be customized to where you are and where you want to be. One of the key ways you can tell if you'll get a high-quality, customized PPC strategy is to pay attention during consultations and negotiations. Are they taking the time to really understand your business, goals, and market? Are they showing their knowledge of nuanced business strategies and providing insights into what they might recommend if you sign on as a client? If so, you may be on the right track.
» Find out how to audit your PPC ads like a pro.
5. Data analysis and optimization
It's one thing to build a solid initial campaign, but it's a completely different ballgame to continuously analyze and optimize it for the long haul. The best PPC agencies put a high value on data collection and analysis so they can make data-informed decisions about what to do next. In an ideal scenario, this optimization is running constantly in the background, with the agency making tweaks and changes on a regular basis—even weekly or monthly.
When interviewing PPC agencies, ask them about their analysis and optimization approach. How often do they review campaigns and implement optimizations? What KPIs (key performance indicators) and metrics are they tracking? What tools, platforms, and practices do they use? At the very least, they should be using Google Ads built-in analytics if they're running campaigns on Google Ads.
» Check out our list of the top PPC platforms.
6. Budget management and ROI
Effective budget management is a non-negotiable when it comes to PPC campaigns. An agency that knows its stuff can calibrate your bids just right, aligning them with the real value they bring to your business.
It's not just about saving money but making each dollar work as hard as possible for you. To guide your budget conversations with potential agencies:
Clearly indicate your budget limits and ask the agency how they will manage within those confines to achieve your goals.Request a detailed plan on how the agency proposes to allocate your budget across different PPC elements like keywords, ad placements, and targeting options.Inquire about the agency's fallback strategies for situations where budgets overshoot or underperform.
» Learn how to get the most out of your budget by reading these PPC books.
Closing in on the perfect PPC agency
Choosing the right PPC agency is a crucial step toward eCommerce success. Now you have a comprehensive guide to help you on your journey to choosing the right one. Remember to look carefully at the factors we've discussed, including industry experience, proven track record, transparency and communication, customization and strategy, data analysis and optimization, and budget management and ROI. Weight them out with your specific needs and goals.
Don't forget to explore Mayple as an additional resource—it can save you tons of time and headaches when it comes to connecting with the right PPC experts.
» Looking to further grow your wins? Check out this guide on how to find PPC keyword ideas.
PPCGoogle Bard Advertising: How to Write Good PPC Ads Using Bard ScriptsPPC (pay-per-click) advertising is an essential digital marketing tactic to grow your business and reach potential customers. It's the single most popular form of search advertising, with ad spending in search advertising projected to reach a staggering $279.30 billion in 2023 alone. As its popularity increases, marketers are constantly looking out for tools that can assist in crafting engaging and conversion-oriented PPC ads.
Enter Google Bard—an innovative AI-driven platform that can change how we create PPC ads with infinite possibilities to personalize messaging and drive sales. Designed with advanced AI algorithms and machine learning capabilities, Bard allows you to tailor your ad copy with precision, ensuring that every word resonates with your audience.
Meet the expert
Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.
» Back to basics: Use these tips to start your PPC advertising strategy from scratch.
Best practices for effective PPC ads using Google Bard scripts
By following these best practices, you can effectively leverage Google Bard scripts to craft PPC ads that resonate with your target audience, drive clicks, and ultimately achieve your advertising goals.
Define your target audience: Understand your target audience, their interests, and what motivates them to click on your ad. This foundational step ensures your messaging resonates with potential customers.Generate relevant keywords: Request a list of keywords relevant to your niche. For instance, prompt it with a request like, "Provide me with a list of 20 [Your Niche] keywords, listed in descending order based on expected search volume." Choose your desired country for relevance.
Prompt: Provide me with a list of 20 home fragrance keywords, listed in descending order based on expected search volume
Craft attention-grabbing headlines: Generate ad headlines that incorporate your selected keywords. For example, you can prompt it with, "Write 15 Google ad headlines for [URL], including the phrase [Keyword]." Ensure the headlines align with your target audience's interests.
Prompt: Write 15 Google ad headlines for https://www.alora.ca/products/lavender-linen-spray, including the phrase "Lavender Room Spray"
Optimize character counts: Request Google Bard to rewrite the generated headlines to fit within character limits, including spaces. Adhering to character limits is crucial for PPC ad compliance.Create engaging body copy: Generate compelling body copy that complements your headlines. This should provide essential information and a clear call to action (CTA).Testing and tracking: Implement your ads and closely monitor their performance. Track key metrics to assess their effectiveness, such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Make data-driven adjustments as needed.Competitive analysis: Conduct competitor analysis to identify keywords, messaging, or strategies that successful competitors use. You can request insights on competitor homepages and key messaging to inform your ad creation.
» Do you need help crafting next-level PPC campaigns? We can help.
How to make your Google Bard scripts stand out from the crowd
Creating Google Bard scripts that stand out is crucial in AI-powered advertising. Here are two unique tips to make your scripts more engaging and effective.
1. Embrace storytelling
Storytelling is a powerful tool in advertising, and it can elevate your Google Bard scripts. Start by considering how your product or service fits into your customers' lives. Craft a narrative that resonates with your audience's aspirations and desires.
For example, if you're promoting lavender room spray, don't just focus on its odor-eliminating properties. Instead, tell a story of transforming a home into a sanctuary where customers can relax and unwind. Make sure the story aligns with your target audience's motivations and values.
2. Harness urgency
Urgency remains a potent psychological trigger in advertising. People fear missing out on valuable opportunities. Incorporate urgency into your Google Bard scripts by highlighting limited-time offers, exclusive deals, or upcoming events. Encourage your audience to act swiftly to seize your product or service's benefits. Urgency can compel potential customers to take action and convert.
By integrating storytelling and urgency into your Google Bard scripts, you can captivate your audience's attention, convey your message effectively, and prompt action. These techniques will help your scripts shine in the competitive landscape of digital advertising.
Prompt: Write a PPC ad promoting lavender room spray, incorporating storytelling and urgency
Which industries should leverage Google Bard for PPC advertising?
When leveraging Google Bard for PPC advertising, certain industries and niches are better suited for reaping the benefits. Here's a concise breakdown of where PPC advertising with Google Bard can shine:
1. eCommerce
eCommerce businesses, small or large, stand to gain from PPC advertising. Crafting engaging ad copy and utilizing relevant keywords can be particularly beneficial. For smaller eCommerce enterprises, PPC can be a game-changer, as it eliminates the need for extensive keyword research and streamlines the advertising process. Larger eCommerce companies can also benefit by enhancing their creative teams' efficiency.
Verticals like fashion, beauty, and tech gadgets are highly competitive in the eCommerce sphere. PPC advertising with Google Bard can help businesses in these sectors navigate the competitive landscape more effectively.
2. Travel
The travel industry presents a prime opportunity for highlighting the unique selling points of destinations and vacation packages. Many travel agencies offer packages to destinations they haven't personally visited.
Google Bard, with its access to vast data sources, can assist in identifying and showcasing the distinctive aspects of a destination. This can significantly benefit travel agencies looking to stand out in a competitive market.
3. Competitive industries
Any industry with fierce competition can benefit from PPC advertising with Google Bard. The tool's ability to generate creative and data-driven ad copy can give businesses an edge in crowded markets.
4. Evolving industries
Industries that constantly evolve and require access to real-time data can leverage Google Bard effectively. The tool's access to up-to-date information makes it valuable for staying ahead in dynamic sectors.
How to optimize and fine-tune Bard scripts
Marketers can fine-tune and optimize PPC ads generated by Google Bard using various strategies and scripts. Here's a streamlined guide on how to enhance your PPC ads effectively.
Utilize Google Analytics scripts: Leverage scripts to gain valuable insights into your ads. GA scripts offer features like creating heatmaps, identifying profitable keywords, and automating bidding strategies. This allows you to collect data-driven information to improve your ads' performance.Automated bidding: These Google Ads tools can help you adjust your bids based on specific objectives, such as maximizing clicks or conversions, saving time, and enhancing your ad campaigns' efficiency.A/B testing: Implement this for your keywords and ad copy. Run experiments to compare different elements of your ads, such as headlines, keywords, or CTAs. This approach lets you identify what works best for your audience and refine your ads accordingly.Monitor organic search and impact: Keep a close eye on the impact of your PPC campaigns on organic search results. Use scripts to compare changes in organic search performance before and after running your ads. Automation in Google Ads: This enables you to streamline various aspects of your campaigns, from bidding adjustments to ad scheduling. By automating routine tasks, you can allocate more time to strategic optimization.
» Ready to supercharge your advertising? Check out these 7 PPC trends.
Avoid these mistakes when creating Bard scripts
When optimizing ads generated by Google Bard, you must be aware of potential mistakes and misconceptions that could curb your advertising efforts. Keep these key considerations in mind:
1. Over-depending on Bard
While Bard can be a powerful tool, it's essential to complement its capabilities with human expertise, especially during its early stages. Your input is valuable for refining and customizing ad content, so try to use Bard only as an assistant to get your creative juices flowing.
2. Not aligning with your users' journeys
To prevent irrelevant and ineffective ads, create copy that aligns with the user's journey by providing Bard with appropriate prompts that reflect where your potential customers are in their buying journey.
3. Neglecting brand consistency
Consistency is key in advertising, and you want your ads to reflect your brand identity seamlessly. Train Bard to adopt your brand's voice and messaging style. Ensuring these elements remain consistent from the ad to the landing page can help you avoid confusing or alienating visitors. Here's how to achieve this:
Establish brand guidelines: These should include your brand's values, tone, messaging style, and target customer persona. Understanding your brand at its core is foundational to maintaining consistency.Define your customer avatar: Create a clear and detailed customer profile. Understand who your ideal customer is, what they value, and how they prefer to be addressed. Knowing your audience intimately allows you to tailor your brand voice accordingly.Codify brand elements: All essential elements should be codified and readily accessible, including brand colors, logos, and slogans. Maintain brand document: Create a document as a quick reference for anyone creating content or ads for your brand. It should include tone, style, and messaging guidelines to uphold brand consistency.
Harness the power of AI-generated PPC advertising
As a marketer, you have so much to gain from using Google Bard-generated scripts as the starting point of your PPC campaign. You'll achieve great success by focusing on the basics, like defining your target audience, crafting engaging ad copy, optimizing your scripts, and aligning Bard with your brand voice.
At Mayple, we understand the importance of email marketing in driving growth and achieving business goals. We can help you find a top-vetted email marketing expert to help you set up email marketing campaign budgets, build an email list, segment your target audience, and more.
PPCHow to Use PPC With Your Inbound Marketing StrategyPPC, short for pay-per-click advertising, has reshaped the digital marketing scene. It's like the evolved version of the old-school Cost Per Mille (CPM) model, where advertisers footed the bill for every 1,000 impressions. With PPC, you're putting your money on real results: clicks, leads, or installations.
Now, the big question is: How do you make your PPC efforts sustainable?
Enter inbound marketing. This marketing strategy is customer-centric and aims to provide value throughout the buyer's journey, ultimately leading to long-term customer relationships and business growth. Below, we explore how to effectively incorporate PPC with your inbound marketing strategy.
Meet the expert
Gilad Bechar, the founder of Moburst. In just three years, he established industry leadership which garnered acclaim from Google for his innovative and holistic growth services. He took a moment from his busy schedule to give us insider tips on which metric to keep an eye on.
Inbound vs outbound marketing: What’s the difference?
The main difference between inbound and outbound marketing lies in how they attract audiences.
Inbound marketing
Here, you pull people towards your content, be it on your website, social media, or email newsletters. It’s tailored for audiences who naturally find their way to you. They’ve interacted with your content or visited your website, and maybe you've even nudged them with remarketing ads to remind them you're still there. Outbound marketing
This proactive strategy helps you actively reach out to your target audience through various channels like PPC and influencer marketing. It spans the entire funnel, from raising awareness and reaching new audiences to converting them into customers.
» Read our interview with HubSpot's Dan Tyre on inbound marketing strategies for eCommerce
PPC and inbound marketing: Are they true allies?
You can think of PPC as a hybrid marketing strategy that neatly straddles both inbound and outbound marketing. On the outbound marketing side, PPC can be a more aggressive strategy because your target audience can't help but see your paid ads online, whether it's on social media, banners, or display ads.
However, PPC ads are remarkedly flexible and data-driven—these are the qualities that make them compatible with inbound marketing. Because you specifically pay for certain keywords associated with your ad, your customers first have to search for those keywords to come across it.
By requiring your customers to take the first step and initiate their interaction with your brand, you're pulling them towards you instead of shouting into the digital abyss. Plus, because these customers are using search queries that match your keywords, they're already looking for the solution you're providing, improving your chances of conversion.
How to incorporate PPC into your inbound marketing strategy
Incorporating PPC into your inbound marketing strategy is a comprehensive process that involves understanding your entire sales funnel. It’s about nurturing interested users, keeping them engaged, and gradually leading them to become clients.
Work in tandem: Draw organic leads with inbound strategies and generate demand with PPC
Inbound marketing and PPC can be an efficient tag team where inbound marketing focuses on drawing in customers over the long term, while PPC gives your inbound marketing strategy the initial boost it needs to get going.
For example, you can use inbound marketing to gain subscribers across social channels, email newsletters, and app notifications. You want to continuously engage with this audience until they’re ready for a bigger commitment by providing value through tips, case studies, and success stories tailored to their needs.
At the same time, your PPC campaign can build interest and awareness. You can repurpose your inbound content and create ads, calls to action, and hooks to attract potential leads into your inbound pool. Staple platforms to advertise on include Facebook, Google, or offline channels.
The further you guide paid leads into the funnel, the better your chances of impacting and converting them.
Make keywords work for you
PPC and inbound marketing both rely on effective keyword research. When you run PPC campaigns, you gain insights into which keywords are driving traffic and conversions. You can use this data to optimize your inbound content strategy. You can run A/B tests of ad copy, landing pages, and calls-to-action to create valuable content around those keywords and attract organic traffic over time.
» Here's how to find great PPC keyword ideas
Stick to best practices
Whether you're promoting products or services, or operating within whichever industry, there are core best practices to keep in mind to make sure your marketing efforts remain consistent:
Align your brand message: To give your audience a unified experience, make sure the messaging in your PPC ads is the same as your content and landing pages they lead to.Optimize your landing pages: Create landing pages that are optimized for conversion, including clear calls-to-action, relevant content, and a user-friendly design.Track your conversions: This will help you measure the impact of your PPC campaigns on your inbound marketing goals, such as lead generation or content downloads.Manage your budget: Carefully manage your PPC budget to align with your overall marketing strategy. Your PPC investment should balance with the long-term benefits of inbound marketing.Keep monitoring your marketing efforts: Regularly monitor and analyze the performance of your PPC campaigns and inbound marketing efforts. Make data-driven decisions to optimize both strategies over time.
» Need help bringing PPC and inbound marketing together? Contact a top PPC expert
How a SaaS company can use PPC with inbound marketing
Scenario: A SaaS company offering project management software wants to use PPC and inbound marketing in conjunction. They already have a well-established inbound marketing strategy in place, including a blog with informative articles about project management best practices, templates, and resources. Now, they want to attract and convert businesses looking for project management solutions.
1. Conduct keyword research
They start by conducting keyword research to identify relevant search terms. This includes:
cloud-based project management softwarecollaborative project management toolsproject management software reviews
2. Create targeted landing pages
They create dedicated landing pages on their website that provide in-depth information about their project management software's features, benefits, and how it solves common project management challenges. Each landing page is optimized for one or more of these high-performing keywords.
3. Drive traffic to landing pages
They set up PPC campaigns (Google Ads) with ad groups focused on their chosen keywords. These ads highlight the unique selling points of their software.
When users click on the ads, they're directed to the relevant landing pages where they can access detailed information, downloadable resources (such as eBooks or case studies), and clear calls-to-action (CTAs) encouraging them to sign up for a free trial or subscribe to a newsletter.
For any users that didn't immediately convert, the company runs remarketing campaigns to remind the users of the software's benefits and features. Plus, they encourage the users to return and take the desired action.
4. Integrate PPC with inbound marketing
As users engage with their inbound content (e.g., blog posts about project management tips), they use PPC to promote relevant pieces of content to a broader audience. For example, creating PPC ads that drive traffic to blog posts on "Effective Team Collaboration in Project Management."
5. Track and optimize performance
The company continuously monitors the performance of their PPC campaigns by tracking analytics like click-through rates, conversion rates, and cost per acquisition. This helps them to make data-driven decisions, including allocating more resources to well-performing keywords or ad creatives and adjusting or stopping underperforming ones.
» Want to reach a vetted PPC expert? We can help
PPC and inbound marketing: A powerful combination
PPC advertising, a results-oriented outbound strategy, and inbound marketing, a customer-centric approach, can synergize for digital marketing success. PPC's immediate impact and data-driven nature make it a valuable component within inbound marketing. It acts as a bridge, attracting attention and generating leads, while inbound strategies nurture and build lasting relationships.
Keyword research from PPC informs content optimization, creating a unified brand experience. Combining both tactics, you can have the best of both worlds, propelling your brand towards growth and sustainability in the digital landscape.
PPCFacebook Ads vs Amazon PPC: Which is Better for Your Online Business?So, Facebook ads versus Amazon PPC (pay per click). This comparison is like choosing between two distinct flavors of ice cream—each delightful in its own way. While Facebook Ads excel in targeting specific demographics and reaching a wide audience, Amazon PPC is ideal for businesses selling products directly on the platform, leveraging its vast customer base. Our goal is to break down these platforms and give you the info you need to make smart advertising decisions. Let's dive in.
Meet the expert
Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.
What are Facebook ads?
Facebook ads is an advertising platform provided by Facebook that lets you create and display targeted ads to the social media network's vast user base.
You can choose which specific groups of Facebook users you want to show your ads to based on factors like age, gender, location, interests, and more. Your ads will then appear in different places on Facebook, like in users' News Feeds, on the right-hand side of the screen, or even on Instagram (since it's also owned by Facebook).
Your ads can either be focused on impressions (how many people see them) or clicks (how many people click on them). According to this, you can set a budget for your ads. Finally, Facebook ads come with tracking tools so you can measure the success of your ads.
What is Amazon PPC?
Amazon PPC is a digital advertising program offered by Amazon that allows you to create and display ads for your products on the Amazon platform.
To get started, you choose specific keywords or phrases related to your product. This way, when customers search those terms, your ads can appear. To pay for your ads, you have to participate in Amazon's auction system. You have to bid on how much you're willing to pay when a customer clicks on your ad, meaning higher bidders have a better chance of featuring their ads in search results. You only have to pay once a customer clicks on your ad.
You can track your ads' performance on the ad dashboard to determine each ad's effectiveness.
Facebook ads vs Amazon PPC: What sets them apart?
Understanding your audience and intent
Facebook: Consider Facebook as a bustling marketplace, teeming with diverse individuals from various demographics. What Facebook is not is a hotbed for purchase intent. Users flock here primarily for social interactions, sharing, and leisurely scrolling. So, if your goal is to elevate brand awareness or introduce a new product, Facebook content is where it's at.
Amazon: In contrast, Amazon resembles a well-structured department store, where visitors have their wallets poised for action. The purchase intent on Amazon is palpable, as it's a hub for individuals actually looking to make purchases.
Amazon PPC is an ideal channel for products with an established customer base or those geared for immediate sales.
Budgeting and cost dynamics
Facebook: Facebook offers a flexible budgeting landscape. You can tailor your budget to match your specific needs, whether that's a modest investment or an all-out campaign blitz. This makes it a cost-effective option, especially for campaigns centered around brand awareness. However, be mindful of competition, as costs can climb significantly in high-demand target audience segments.
Amazon: Amazon boasts a competitive ecosystem. This is what gives the platform a unique ability to leverage existing product demand, potentially leading to a more favorable return on investment (ROI) for your advertising expenses.
» Learn all about Amazon Ads in this simple-to-understand guide.
Navigating competition and saturation
Facebook: Facebook, similar to a crowded room, has intense competition across various ad categories. So, it's not uncommon for users to experience ad fatigue, leading to diminishing returns.
Amazon: While Amazon also hosts a competitive landscape within its domain, the level of concentration is notably lower. With over 200 million Amazon Prime subscribers, visitors on Amazon are more purposeful, focusing on products of interest rather than casual browsing.
Crafting an effective content strategy
Facebook: When creating a content strategy for Facebook, imagine it as a storytelling platform—a canvas for creative expression. It accommodates many content formats, including images, videos, and captivating copy. Here, you have the liberty to let your creative juices flow freely.
Amazon: In contrast, Amazon calls for a more direct and refined approach. It's similar to a well-organized product shelf, where users primarily look for detailed product specifications and functionality. Hence, your Amazon product listing should put the features and benefits front and center.
Combining forces for optimal impact
Why limit yourself to one when you can harness the strengths of both platforms? A lot of companies, like Dollar Shave Club, are reaping the benefits of integrating both Facebook ads and Amazon PPC into their marketing repertoire.
A case study: Dollar Shave Club's advertising strategy
Taking a cue from the Dollar Shave Club, let's dive into some smart strategies that work well for both Facebook and Amazon:
Facebook Promotion: The Dollar Shave Club knows how to make Facebook work for them. They use it to shout out their awesome deals and discounts, like a whopping 50% off on their starter set. This smart move is all about getting people to know their brand and stimulate that first purchase.
Amazon Advertising: Now, when it comes to Amazon, they switch things up a bit. They customize their game plan for customers in different stages of their journey. Here, they mainly advertise refills and particular products, all aimed at their loyal existing customers. It's all about boosting those profits with high-margin items for the folks who've stuck around.
By grasping these strategies, you can also align your advertising efforts with the various stages of the customer journey on both platforms.
» Optimize your Facebook ads with these incredible tips.
Ad formats and creative strategies
Let's delve deeper into the intricacies of ad formats and creative strategies on Facebook and Amazon:
Retargeting capability: Facebook teaming up with Instagram makes for super effective retargeting. Picture this: a user views your video ad, and then, bam, they get a follow-up message with discounts or promotions. Pulling off this kind of move on Amazon is trickier due to the limited integration between Amazon and other platforms.Creative freedom: On Facebook, you have a wide range of ad formats to choose from, giving you plenty of creative freedom. For instance, street interview-style videos, which are designed to attract organic views, can be quite effective. However, this format, characterized by people discussing products, is better suited for Facebook than Amazon.Storytelling: With Facebook advertising, you've got space to build your brand and tell its story. With the help of a Facebook ads agency, you can create narratives that hook users right from the start, making more people aware of your brand. It's kind of like crafting the opening chapters of a good book. In stark contrast, Amazon's ad format predominantly centers on showcasing the tangible outcomes of product use, often with straightforward visuals. It's like spotlighting the finished masterpiece rather than delving into the artist's creative process.
Unlock the power of paid advertising
The key takeaway is that Facebook fosters an environment where creativity and storytelling flourish, making it ideal for brand awareness and top-of-the-funnel activities. Amazon, on the other hand, shines by spotlighting your product's functionality and value to a ready-to-buy audience.
In the end, whether you go for Facebook ads, Amazon PPC, or even a mix of both, what really matters is understanding your audience, creating messages that grab their attention, and always fine-tuning your campaigns.
» Need help getting started with Facebook ads? Hire one of our vetted agencies to hit the ground running.
PPCHow to Make Money With PPC Affiliate Marketing: Learn From an ExpertPPC affiliate marketing is an overlap of affiliate marketing and PPC marketing strategies. The US affiliate marketing industry as a whole is a rapidly growing one. In 2021, it clocked in at $9.1 billion, up from $6.2 billion in 2018. So naturally, PPC affiliate marketing can be a great way to generate income for those who do their research and develop a well-thought-out approach.
If you're looking for a guide to PPC affiliate marketing for beginners, you're in the right place. I'll be sharing some "behind-the-scenes" tips and considerations from my own decade of experience running all three of these types of marketing campaigns.
» This is how you create effective PPC ads
The foundation: Niche selection and keyword strategy
To make it in PPC affiliate marketing, you'll need to hit the ground running with a successful niche. The right niche will have an active and engaged target audience, with relevance and demand for the products or services you're promoting. A high demand equals high potential for profitability and minimal losses from your upfront investment.
As for keywords, they're are the lifeblood of your campaigns, since they determine where and when your ads appear. The secret sauce here is to strike a balance between high-volume general keywords and lower-volume keywords that are more specific, like long-tail keywords. With long-tail keywords, you may have less overall traffic, but those users may be more ready to buy than the users you attract with general keywords.
» Looking for innovative ways to find PPC keyword ideas?
Crafting effective landing pages and campaign optimization
Landing pages are critical: they're often the difference between another passing visitor and a converting customer. Here's a "recipe" that I use when I'm developing my own landing pages:
An eye-catching headline that speaks directly to the needs, wants, and behaviors of your target audience.Engaging visuals that ideally showcase or emphasize the product or service you're promoting.Persuasive, concise, and visually separated copy—no long, rambling blocks of text.A clear, captivating call-to-action (CTA) that tells them exactly what to do next and how to do it.Minimize distractions and utilize white space and sectioning to guide users down the page.Make sure it's all responsive across any device, as many users will come through mobile.
You'll also need to keep optimizing as you go. Continuously review and update your keyword lists, ad copy, bidding strategies, and landing pages as you get feedback and data on which ones work and which ones don't. Managing multiple campaigns can make it tough to prioritize your adjustments, so start with the highest-impact ones. Your performance metrics will make these clear to you as they come up.
» Check out these expert tips on FB ad bidding strategies
Quality Score, ad ranking, and budgeting
Quality Score is a metric that's used by PPC platforms like Google Ads to rate the relevance and quality of different aspects of your campaigns, like keywords, ads, and landing pages.
As you might imagine, low Quality Scores tend to translate to lower rankings and higher cost per click (CPC), which can lead to poorer (and more expensive) performance in the long run.
To maintain and raise your Quality Scores, focus on things like keyword relevance, alignment of your copy with your keywords, and the quality of your landing page content. Regularly update and optimize to continuously improve.
Another consideration is budgeting. Make sure you're prioritizing the campaigns with the highest potential for return on investment (ROI), which have traits like higher Quality Scores, lower CPC, more clicks, and more conversions. But don't neglect the importance of testing and experimentation—without it, you'll never discover new, potentially better opportunities.
» Learn how to calculate and improve your PPC conversion rate
Leveraging Mayple: A partner for PPC success
If you're looking to streamline your PPC affiliate marketing efforts, consider a platform like Mayple. Mayple was designed to connect you with experts who can help build, manage, and optimize your campaigns for long-term success. You'll be able to find a specialist or agency that can help with all the things we've discussed here, like choosing the right niche, choosing your keywords, crafting landing pages, budget allocation, and more.
Hundreds of clients have seen affiliate marketing success through Mayple. For example, Glamnetic, an eCommerce brand selling magnetic eyelashes and press-on nails. After working with a Mayple expert, Glamnetic saw:New affiliate marketing partnerships that generated over 4,000 new customers per monthThe development of over 255 new affiliate partnershipsA new landing page, which generated a 1.8x increase in conversion rates
Achieving synergy: SEO and PPC integration
There's an interplay between search engine optimization (SEO) and PPC strategies. When you play your cards right, they can amplify your success.
For example, you can use PPC data to identify high-performing keywords, which can then be used to target the right organic keywords for your SEO strategy.
And in the other direction, strong SEO performance boosts your website's authority and trustworthiness both in the eyes of search engines and potential customers. This, in turn, can boost your PPC performance.
Marketing specialist Cody Bollerman was able to achieve this balance for a biotech client, boosting the company's online lead generation from $35 million to $83 million in just two years. He identified top converting keywords and ranked for them in Google. Over time, this led to higher authority in the eyes of Google, which earned the brand more organic keywords at no cost. He was then able to create new landing pages based on campaign performance.
» Find out how to audit your PPC ads like an expert
Adapting strategies for long-term success
When it comes to long-term success in PPC affiliate marketing, you must adapt or face the risk of falling behind. Factors such as rising competition and evolving consumer habits can turn once-profitable keywords ineffective and make high-converting landing pages lose their appeal. In such scenarios, flexibility is more than a virtue—it's a crucial component for maximizing ROI and keeping your campaigns strong.
Take Nikon as a case study in adaptability. Seeing a drop in consumer purchases, the company shifted focus. Instead of pushing cameras, they began championing the joy of photography. They created a space for a community, transforming passive viewers into engaged participants. By recalibrating their PPC strategy like Nikon, you keep your campaigns both relevant and successful.
»Don't miss these PPC platforms in 2023
Empower your affiliate journey with PPC excellence
If you approach your campaigns with a research-oriented, strategic mindset, you'll be one step closer to making money with PPC affiliate marketing. Just remember the tips we've discussed today, like choosing the right niche and keywords, building high-converting landing pages, marrying SEO and PPC, and adapting as you go.
If you're feeling a bit overwhelmed or would like some help, check out Mayple to connect with PPC affiliate marketing experts who can help make sure you see the results you're after.
PPCChatGPT Advertising: How to Write Good PPC Ads Using ChatGPT ScriptsPay-per-click (PPC) advertising plays a huge role in digital marketing. Being just one tactic in the search advertising realm, it's expected to hit a whopping $279 billion in 2023.
For nearly 20 years since the inception of PPC, brands have used it to boost their awareness and revenue. And now, as AI plays a growing role in transforming advertising strategies, it's also changing the way brands create their PPC ads.
» Back to basics: Try these master tips to start your PPC advertising strategy from scratch.
Leveraging ChatGPT in PPC advertising
More and more brands are realizing they can integrate ChatGPT advertising into their strategies without much effort. It boosts their campaign's impact, scalability, personalization, and efficiency.
For example, you have multiple customer segments, and you want to ensure each group sees the most relevant ads. ChatGPT can whip up a highly targeted copy for each group in seconds, shaving off critical time and resources for your team.
» Follow this essential guide to easily find and connect with your target audience.
Navigating challenges and ethics
Of course, there are a few things to consider. First, it's important that AI-generated copy authentically resonates with your audience. Plus, it has to be compliant with legal and advertising regulations in your area. Ethics are also a big concern in AI, as it raises questions about transparency and trust.
To navigate these challenges, consider a few tactics like:
Involving human oversight in your content creation.Clearly disclosing when and how you're using AI in your customer-facing materials.Regularly reviewing AI-generated content to make sure it aligns with your brand values and legal standards.
Crafting compelling ad copy with ChatGPT
When learning how to write PPC ads with the help of ChatGPT, it's important to consider fundamental principles like clarity, conciseness, and relevance to your audience.
You should also pay special attention to maintaining your company's voice and identity. This is a common issue advertisers face, as AI can easily skew or warp your voice, harming your advertising campaigns.
Here's a PPC ad example of a first take on a hiking boot ad, which can now be optimized by hand or further prompted and refined in ChatGPT.
Balancing AI automation and human creativity
At the end of the day, it's all about striking the right balance. For example, you might need to add your own emotional element to make sure you're resonating with your audience. You might also need to make certain connections on your own, like ones fueled by your company's unique performance data that ChatGPT doesn't have access to.
This collaborative blending technique for AI-human content creation has yielded optimal outcomes in all types of industries, including media, healthcare, e-commerce, finance, gaming, and many more.
Enhancing campaigns with Mayple: A winning blend of AI and expertise
A great option for achieving the perfect AI-human blend for your campaigns is to use a platform like Mayple. This platform allows you to connect with marketing experts who can add that special touch to your campaigns and bring about results you couldn't have gotten otherwise.
When you combine AI-generated copy from ChatGPT with the expertise of marketing professionals, you can create more laser-targeted campaigns that speak directly to the needs and wants of your audience.
Optimizing for clicks, conversions, and refinement
Another consideration is optimization. You need to strike a balance between ad copy that drives clicks and conversions while maintaining brand authenticity.
Include persuasive elements like compelling headlines, concise messaging, and a clear call to action. Also, try to incorporate other elements like urgency, social proof, and tailored benefits to increase conversions effectively.
Once you've taken your first run, be sure to continually test, iterate, and refine your copy over time. This can be the difference between moderate and incredible results.
» Here's how to calculate and improve your PPC conversion rate.
Measuring effectiveness and ROI
Comparing your own performance metrics against industry benchmarks and historical data can help you gauge the impact of AI-generated content on the success of your campaigns.
To test, iterate, and optimize for conversions, you'll need to measure the effectiveness and return on investment (ROI) of your AI-generated PPC ad campaigns. Focus on key performance indicators (KPIs) like:
Click-through rates (CTR)Conversion ratesCost per acquisition (CPA)Return on ad spend (ROAS)Quality scoreAd positionBounce rate
» Advertising on Facebook? Optimize your Facebook ads for the highest ROI.
Embracing the future: AI-powered PPC advertising
Advertisers can really benefit from using ChatGPT scripts as the base of their PPC advertising campaigns. To succeed, make sure to focus on key practices and fundamentals, like crafting compelling ad copy, optimizing for clicks and conversions, and refining based on effectiveness and ROI.
As AI continues to shape the way we market, it will be increasingly important to leverage collaborative solutions to stay competitive and authentic. Consider a platform like Mayple, which can help you find the perfect blend of AI automation with human creativity. If you can strike this balance, your PPC advertising campaigns can see incredible growth.