Posts tagged Marketing

Using LinkedIn As A Marketing Tool

Think of your LinkedIn profile as an interactive resume – on steroids. In addition, to information about your work experience and education, LinkedIn allows you to enhance your profile with the following Web 2.0 capabilities to showcase your expertise:

    • Status Updates: One of the best ways to keep your connections informed about your happenings is by posting ‘status updates.’ Status updates are brief statements that you feel your connections will find useful. In addition, they can include links to related content on your Website or third-party Websites. To appear active in the LinkedIn community, post useful and actionable status updates on a regular basis.
    • Blog Posts: LinkedIn allows you to easily syndicate your Blog posts to your profile. As you post to your blog on your Website, your LinkedIn profile will be automatically updated with your posts’ title, abstract and link to the full post on your Website.
    • Presentations: If you post PowerPoint presentations to SlideShare or Google Docs, you can display these presentations in your LinkedIn profile.
    • Events: Are you speaking at an event or sponsoring a training session? You can post a LinkedIn Event to help promote and generate interest in your event.
    • Tweets: If you are an active participant in Twitter, you can integrate your LinkedIn Status Updates with your Twitter Tweets to keep your connections and followers informed.
    • Recommendations: LinkedIn makes it easy for you to request recommendations from your connections. A collection of glowing recommendations that underscore your expertise and experience will significantly enhance your profile.
    • Reading Lists: If you want to share your reading interests with your LinkedIn connections, you can link your profile with Reading Lists by Amazon to display the books you are reading.
    • Polls: LinkedIn Polls are a market research tool that allows you to collect actionable data from your connections and the professional audience on LinkedIn.
    • Creative Portfolios: If you have a creative portfolio you want to display, post your portfolio of creative work to the Behance Network. Once posted, LinkedIn allows you to showcase your work in your profile.
    • Huddle Workspaces: Huddle gives you private, secure online workspace packed with simple yet powerful project collaboration and sharing tools for working with your LinkedIn connections.

On top of just having a profile, LinkedIn also provides a number of community features that allow you to communicate and collaborate with other LinkedIn users, including:

    • Groups: LinkedIn Groups help you stay informed and keep in touch with people that share your interests. You can create your own LinkedIn groups or join any number of groups that focus on your area of interest or expertise. Participating in LinkedIn Groups by adding value to the discussion is a great way to expand your circle of influence.
    • Answers: LinkedIn Answers is a great way to share business knowledge and connect with like-minded colleagues. You can ask pressing questions and get fast, accurate answers from your network and other experts worldwide. In addition, you can showcase your knowledge, expertise, and interests by answering questions.
    • Company Pages: Company Pages are a powerful research tool that you can use to find companies to do business with or research competitors. In addition, you can create a Page for your company to showcase your expertise.

You can publish your company’s description, headquarters address and Website address. To further your company page’s value, you can post targeted jobs, recruitment videos, information about products and services and company images.

Why Testing Should Drive Your Landing Page Design Decisions

Landing pages often serve as one of the first points of interaction between your company and potential buyers. Because first impressions can make or break the sale, its vital that your landing page optimization and test strategy works to funnel visitors toward the conversion action.

While many companies base their landing page design on what has worked in the past or what has worked for other companies, these strategies can lead at best to an average conversion rate and at worst to plummeting sales. Why? Because without specific knowledge of what works and what doesn’t for your target market, you must make design decisions based on guesswork.

In order to achieve maximum conversion rates and keep visitors clicking, you’ll need to implement a landing page design and test program that will optimize your landing page based on what works best in your specific market.

Turn Guesswork into Knowledge

Testing is the only surefire way to develop a landing page that performs at the highest possible rate of conversion. Best practices used by other companies can take you only so far since you operate under a different set of company objectives and you serve a different market. That s why testing can help you make the decisions that work best for you rather than relying on what worked for someone else.

When you develop an effective landing page design and test for usability and conversion, you build a page that funnels each visitor toward the call to action and urges him to take the desired action.

Pinpoint Problem Areas

Let’s say you have a poorly converting landing page. Is the problem your call to action button? Your navigation menu? Your copy? Without testing, you’ll never know.

You can guess at which one of those elements has the greatest effect on your conversion rate, but what if you choose the wrong one? What if it’s none of the above, but something else entirely?

Testing enables you not only to determine that your call to action button is too small, but also that it might be more visible with three-dimensional design and that people tend to click more often on a round button than a square button. Or vice versa.

The beauty of testing is that it tells you what will work for you right now, in this economic climate, with your audience.

What Is A Landing Page?

A landing page is a web page that is used specifically to focus on a single value proposition (or offer) for;

  1. Generating a sale of a specific product or service
  2. Capturing information for future marketing efforts.

Why are landing pages important?

As a resource for focusing your marketing efforts, landing pages are necessary for all marketers wanting to promote a single product or generate leads using the Internet. If you are planning on offering a product such as an ebook, audio CD, DVD or a service such as a training seminar or monthly newsletter, you will want to develop a landing page system.

A landing page is sometimes referred to as an offer page, sales page, or squeeze page. This can become confusing for people who are new to landing pages. An offer page is a generic term that is interchangeable with a landing page. They both refer to a page that is focused on a single offer or value proposition regardless of whether you are selling a product or service or using the page to generate leads. A sales page is a page that is focused on selling a product or service whereas a squeeze page and its sole purpose is to capture key demographic information from the prospect with an opt-in form. Squeeze pages usually provide the prospect with something free in exchange for personal information for future marketing efforts. A free report, ebook, or white paper are the most common offers for generating leads.

A large number of people are using Google AdWords to promote their product or service through search marketing (i.e.; advertisements listed next to search results). These ads typically send people directly to the homepage of their website. Then, the marketer is confused that they are not producing enough results.

Homepages are and should be, focused on presenting the entire corporate image. This will mean that the homepage will send people to many different places within the larger corporate site. The larger the company, the more places you can go.

What about Blogging?

A lot of authors, consultants, and other Internet entrepreneurs are buzzing with blogging. But what is blogging? Generating text-based communication with the hope that someone chooses to read it. Many people consider blogging as the only marketing approach and their motto seems to be “Blog and they will come.” This approach is about as effective as creating a website and hoping people will find it on the Internet consisting of billions of web pages. As a longterm strategy, blogging can be an effective element in your marketing mix, possibly to promote yourself as an expert and gain a following. But when used as an approach to market a product or service, it will be ineffective at generating results.

If you are an avid blogger, I would recommend using a landing page system and instead of blog entries, start writing articles and use a distribution service to generate traffic to your landing page. See Section 5 for more information on using article distribution to market your landing page.

I Sell Through Amazon.com, I Don’t Need A Landing Page

This is a typical response I receive when discussing the importance of the landing page to marketers who have created a product they are selling through popular e-commerce websites. Marketer’s feel that if they eliminate the middleman and send people directly to Amazon.com (usually from their blog), they don’t need to create a landing page. With respect to book marketing, having a landing page that has one purpose “providing potential buyers with access to your book summary, testimonials, table of contents, bio, a nice picture of the author, and possibly a free chapter” can only help you sell more books. This doesn’t mean creating an entire website for your book. This is one page that provides all of the necessary information to someone who is interested in purchasing your product.

Next Generation Marketing Strategy

In summary, the landing page is a necessary element in the next-generation marketing strategy. Rather than previous approaches that directed prospects to the homepage of a larger website, the landing page system is replacing outdated and ineffective methods of marketing products and services.

Landing pages are websites or web pages that are used specifically to focus on a single value proposition (or offer) for;

  1. Generating a sale of a specific product or service.
  2. Capturing information for future marketing efforts.

Increase Lead Conversions on Your Website With 24/7 Live Chat

Internet marketing is truly amazing and the lifeblood of many businesses today but if you want to really get the most out of your website sales you should definitely consider adding live chat services. The one thing that websites lack is personal contact but that is no longer the case when you shore up your site with a live chat service. Think about it, you wouldn’t open your business without having your sales or customer service staff in place, yet you have a website that is open 24 hours a day, 7 days a week, 365 days a year.

By incorporating a service like this on your site you can increase your business exponentially by being able to offer your customers and potential customers a personal point of contact 24 hours a day. Your customers will be able to instantly chat in real time with an actual person trained to provide information on your products or services. That kind of interaction is key to customer retention and the converting of visitors to your site into customers.

The very first thing that lives chat support does is ensuring customer loyalty. When your customers know they can log onto your site and have their questions answered by a real person, they are more likely to continue to do business with you now and into the future. Any business manager knows that customer retention is as important as mining for new customers. Having someone available to tend to your customers can change the whole landscape of your online business. Then, of course, is the lead conversion aspect.

When a casual visitor comes to your site he/she is more likely to buy from you if they see you have someone ready to attend to their needs on their time schedule. With a static site where there is no one to give the extra push, that same visitor will have to click around your site looking for the information they want and maybe they will find your Contact Us Form, maybe they’ll even fill it out in hopes that someone will get back to them in a few days! We all know that the more clicks someone has to make to get their information the higher percentage of site abandonment. The new customer you spent money on getting to your site may now leave and go to another site.

On the other hand, we also know that the more time someone spends on your site, the more likely they are to become a customer or refer someone else to your site. How do you get the best of both worlds of giving your customers the info that they are looking for without them abandoning your site but at the same time having them spend more time on your site? By utilizing a live chat service your customers and potential customers can get their questions answered, the info they are looking for and will spend more time on your sites and be glad they did. Live chat services have come a long way since Web 2.0 brought together the world in an easy-to-use platform. Not only can a live chat agent give information and answer questions, but they can also be trained to sell your products and convert curious visitors on your website into paying repeat customers. It’s a great fit; a way to retain your current customers and also gain new ones.

It doesn’t matter what business you are in real estate, online auctions, automotive services or anything else you can think of, live chat services can make a big difference. If your customers know they can visit your site and get the answers they need from a live person in real time then they will be much more likely to visit your site over a competitor who doesn’t offer chat services. That translates into customer retention, the gold standard of a well-respected business. Speaking of which, if a visitor is just looking around and finds that you have live chat available they are more likely to stay on your site, ask questions and hopefully buy something. Your chances of sales conversions increase immensely IF you provide a live chat agent to attend to your website 24/7.

Your website is the lifeblood of your business today and having live chat services just ensures you will get the most out of your presence in cyber-space. Return on investment is everything and live chat operators provide a return that is extraordinary. The cost of live chat operators is very negligible and in most cases pays for itself in the first sale. Don’t take chances, look into having live help on your site and get everything you can from doing business online.

How To Create Facebook Ads

 

Once you have gone through the process of making a Facebook page for your company or brand, you are going to want to create a Facebook advertisement to get more traffic to the page itself.
Luckily, Facebook has its own built-in ad making program, so sponsoring your Facebook page is nothing short of easy.
With Facebook Ads, two things that you can be sure to do with your customized advertisement is:

  • Find the perfect target audience for your company or brand
  • Connect and communicate better with people who are already viewing your website

Let’s take a closer look at what this means.

Finding The Right Audience

With Facebook Ads, there are three categories of audiences used to define viewers of your Facebook page:

  • Core Audiences
  • Custom Audiences
  • Lookalike Audiences

What is a Core Audience?
Simply put, a Core Audience is the body of people who are most likely to take in interest in your company or brand based upon attributes such as:

  • Age
  • Location
  • Gender
  • Interests
  • Behaviors

If you are looking to advertise a surf shop, you do not want to make an ad directed at people who live hundreds of miles from the beach. Using the Facebook Ad Manager, you can determine what the Core Audience for your situation is likely to be.

What about a Custom Audience?

The word “custom” in Custom Audience might be a little misleading here, but what it is basically referring to is the body of people that have already shown some form of interest in your company or brand. These are people that you cannot afford to skip over in the advertising process. For instance, say most of your internet traffic comes from your website or app usage. By taking the user data from those who have viewed your website previously, you can easily connect with these customers, so that they are likely to return in the future.
And Lookalike Audience?

This is sort of a marriage of both Custom and Core Audiences. It is an audience that is based on the types of people that have already viewed your Facebook page. If your brand is attracting a large number of women between the ages of eighteen to twenty-four, then it is likely that reaching out to other women of the same age range will peak some interests.

Creating An Ad

When you are ready to make your Facebook Ad, go ahead and go to www.facebook.com/ads/create
For this process, you’ll need to make a Facebook Ads account, but it is as easy as making a few clicks on a mouse.
Objectives The first thing asked of you upon making an advertisement on Facebook will be to choose a marketing objective. This boils down to a number of options including:

  • Brand Awareness (reaching out to those most likely to be naturally interested in your Facebook page)
  • Reach (getting your ad seen by as many people as possible)
  • Traffic (getting people to visit a site either on or off Facebook)
  • Engagement (getting more people involved in your brand)

There are other more specific objectives that range from catalog sales to video views.

Finding An Audience

Once you know what the objective for your ad is going to be, it is time to go ahead and pick the target audience that you spent so much time just learning about. The first thing that you’ll have to do with your audience search finds the right location. Your target location can be as broad as say the entire United States, or as meticulous as marking a specific town or city. You can also choose between people who live in a certain area, that have recently traveled through a certain area or are currently traveling in a certain area.

Next, you may choose from a specific age range, from as low as 13 to as high as 65+. You may even choose from different genders, languages, or search from any other keyword that may cross your mind. You are also given the option to exclude a certain keyword from your search if you choose.

Placements

You can choose whether or not you would like your advertisements released automatically, or in certain places or formats.
If you choose to edit your own placements, you can choose whether the app is available on Facebook, Instagram, mobile devices, certain operating systems, and other advanced options.

Budgeting Done Right

Finally, you’ll be able to decide how much you are willing to spend, per day, on the advertisement. If you are a starting business, and cannot afford to spend more than five dollars a day on running Facebook ads, then that is okay.
You may also choose a start and end date for your ad if it is based on a specific event, and there are plenty of advanced options for you to ensure you are not paying more than what you need to for the advertisement.

The Ad Itself
Making the advertisement does not require more work than you would expect. It can be done by simply uploading a picture or video, choosing the format of the ad, writing a description, and providing a link if you so wish.

Some Quick Tips About Ads

Advertising is a tricky business, so do not dive right into the Facebook ads creation page before looking into a few of these pointers.

  • Connect with your audience; it is not enough to show them an ad, you have to push them on the brand as a whole
  • Learn what you can remove from your advertisement; this will save money on your budget without adding the risk of losing viewers
  • Appeal to the emotions of your audience; make them feel something when they look at your ad
  • Create a strategy; DO NOT just make a bunch of different ads, hoping that some of them will work
  • Use text, but not too much text, because you do not want to overwhelm the reader with words

Starting Up Your Facebook Ads

Facebook Ads work virally, but rather than being spread in a random fashion, they are placed on Facebook members’ pages, based on their profile data – which can make them a powerful sales aid for marketers especially in this current decade, where mobile devices are now replacing personal computers at the rate of 4 – 1.

However, like any data system spread via the net, there are rules, restrictions and random factors that can greatly inhibit or enhance their success. In this Special Report, we will explore the ins – and outs – of Facebook Social Ads.
What this Report is Not…

It is not a complete guide to Facebook Ad Creation. Instead, it focuses more on the nuances you will not pick up from FACEBOOK’s easy “Advertising Creation”walk-through and drawbacks to watch out for.

How FACEBOOK Ads Work

Adrian enjoys and loves fishing, and publicly says so in his FACEBOOK profile. A successful Fishing Club wants to promote its weekend fishing site, so it purchases a FACEBOOK Ads. FACEBOOK uses Insight, a powerful demographics tool, to place the Ad via a feed on Adrian’s profile, after extracting the information, is passionate about all things fisherman and lives within a close geographical radius of the Fishing Club, so is a likely candidate to view the ads.

Since it’s his passion, Adrian always pays attention whenever there’s a picture of a fish in an ad – and he also notices the Fishing Club provides accommodation for those needs a stay in so he clicks the “Like This” button and views the Ads. FACEBOOK then finds more ads using this specialized search data – voluntarily provided by Adrian – to place other fishing activities in his Ad feed. (It also adds special needs-related ads, since this was one of the keywords the ad used.)

But there’s more: Adrian has 384 friends on FACEBOOK. 10 of these friends are also connected to his via fishing activities. They read that Adrian “likes” our Fishing Club and has become its FACEBOOK Fan. Trusting his judgment and recommendation, they click on the link. You can see instantly by this example that the combination of becoming a fan and having ads served by profile-targeted feed considerably increases your chances, as an Advertiser, of having your ads read by the right people.

Furthermore, assuming that a percentage of Adrian’s 10 fishing friends do read the geo- targeted1 Ad, 8 of them opted to stay in at the accommodation but all of them select “Like”. Even with this hypothetical example, you can instantly see the potential for our well-marketed fishing club to spread virally… all within a highly focused group more likely to buy. Before you know it, our fishing club has a real following.

Traffic Generation Methods Using LinkedIn

In February 2014, LinkedIn opened up its publishing platform to the public and rolled out access to everyone in English speaking countries early this year. It was later rolled out to everybody on the platform. Because of this, it increased LinkedIn’s capability of spreading invaluable content and in turn, generating valuable traffic. In regards to that, here are just a few methods and tricks you can use to utilize LinkedIn as a traffic generation asset to your brand or your business.

Publish some content on the platform

Especially if you don’t have another outlet (like a blog) to perpetuate your personal messaging, you may consider publishing a few long-form pieces on LinkedIn. A job seeker might demonstrate expertise or leadership with a few posts about their experience or philosophy. A salesperson might generate leads by writing about the effectiveness of their product or service to solve problems.

If you’re having trouble getting started, LinkedIn has some topical suggestions. My advice: most bloggers (myself included) have the opportunity to fail a lot before publishing better-received pieces. If you have time, get some feedback on your content, edit (or even table it) before publishing it to LinkedIn.

Because our professional reputations are important, anything intended to demonstrate competence ought to communicate what you want it to. This communicates a level of expertise. An elaboration of your professional point of view, which plays a crucial role in authority.

Be judicious with your updates

LinkedIn is not Facebook, Twitter or Pinterest. The posting behaviors that are commonplace on these networks are unusual on LinkedIn. I rarely will see personal updates on LinkedIn (and they look really out of place) – and oftentimes people who post excessively are painfully obvious in my LinkedIn feed. The folks at Buffer suggest that the ideal number of LinkedIn posts per month would be about 20, with the rule of thumb to post as often as your content dictates.

They say that each post will reach about 20 percent of your network, which is pretty extraordinary compared to other social networking sites. This communicates a higher level of professionalism all around. By not spamming your network, it makes them more receptive to you when you have something to communicate.

Pay For It (Via Advertising)

Content marketing platform NewsCred ran some tests with LinkedIn Sponsored Updates and found they were able to generate $17 for every $1 they spend. LinkedIn Sponsored Updates are used in tandem with the updates you are already posting from your company page. You can choose to “amplify” a post that you want to reach more people and you can target users based on all kinds of demographic data (job title, industry, education, location, etc.).

The issue with paying for traffic, of course, is that the visits stop when the money runs out. Paying for traffic on LinkedIn can earn you followers as well as traffic, however. Interestingly, NewsCred found that the cost per name (CPN) — i.e. the cost per lead generated — decreased over time. That means that their content reaches more people for less money.

It happens because the content reaches more people, which generates more followers, comments, and likes, which increases organic reach. Even more interesting, NewsCred reports that 60-65% of the leads were “medium-high
or high quality” compared to just 20-30% on Google Adwords. Baller. Okay, so you can get traffic, leads, more organic reach, and the cost decreases over time that’s a pretty sweet deal.

Be warned, however, that it’s very easy to waste money on paid acquisition if you don’t know what you’re doing. I’ve heard horror stories of forgotten campaigns that run for months before someone realizes the mistake. The paid acquisition also requires rigorous testing and re-testing. If you want to make $17 for every $1 you spend, you better be ready to earn it.

You’ve got to have great content, interesting updates and strong calls to action. Don’t start paying for amplification until you’ve got all of this squared away. That said, if you’re trying to reach a B2B market, LinkedIn Sponsored Ads area a solid way to expand your reach and drive traffic to your website. For a deeper dive on Sponsored Ads, check out LinkedIn’s e-book Driving Quality Leads with Content.

What is LinkedIn Advertising All About?

What is LinkedIn?

LinkedIn Advertising is a business-oriented website founded in the year 2002 in the United States that has been built on the basis of how social media platforms work. In fact, LinkedIn is considered to be an “employment social networking service,” as it is mainly used for professional networking.

The key aspect that makes LinkedIn different from other social networking services is how it helps professional individuals and businesses to match on a single platform. Here, social interactions are based on the mutual benefit obtained by both parties having access to the single biggest online database of career based resources.

Most of LinkedIn’s revenues come from selling access to its professional user database to headhunters, recruiters, sales professionals, and large corporations. This is because people “advertise” their skills and availability for work on the platform when they create a LinkedIn account and add their professional bios and work experience to it.

Currently, LinkedIn rightfully boasts about having more than 433 million registered users on their platform, with over 300 million active users and 106 million of those in the United States alone. LinkedIn’s popularity is due to how easy the platform makes it for employers to place their Job Postings and for job seekers to post their resumes and professional bios, which results in real-world professional connections.

LinkedIn users are scattered among 200 countries all over the world, and the main languages spoken by LinkedIn users are English, Spanish, Chinese, Arabic, French, Dutch, Russian and Japanese.

The main types of professional connections that can be made on LinkedIn include:

  • Job seeking users finding work at a given company through a job posting;
  • Employers finding potential candidates for jobs through a job post or through a resume search;
  • Users can follow different companies and watch for any opportunities for new job openings;
  • Users can “Bookmark” job postings for which they would like to apply at a later date;
  • Users can see who has visited their profiles and prepare for potential job offers

What are LinkedIn Ads?

LinkedIn Ads is a way to market on the LinkedIn platform to a highly targeted audience made up of professionals that already know what is that they are after. LinkedIn Ads are a great way to reach a global audience by promoting your particular brand of service right on a professional context that has been calibrated for business since day 1!

It is very probable that you had not heard about LinkedIn ads up until this point, and we don’t really blame you for that, because LinkedIn is most commonly known as a social media platform for professionals, and it is often overlooked when it comes to advertising because marketers and planners do not see it as a consumer-centric place.

To put it simply, marketers and planners tend to think of it as only a business to the business platform with a smaller audience compared to what can be found by marketing on Google or Facebook, but bear with us, because we are about to blow out some facts and numbers for you to consider:

  • While it has a smaller audience when compared to Google or Facebook, consider that it is still has a 300 million people audience, and over 100 million of those people are from the US alone.
  • The targeting options are pretty narrow thanks to how LinkedIn works. It is ideal when you are looking to target people by job title, type of employer, role in the company where they work, employment status, skills, and interests.
  • Professional bios contain much more up to date information than what can be found on a Facebook profile. Remember that this is a platform designed exclusively for professional networking.

What types of Ads Does LinkedIn Offer you?

Much like any other online advertising platform, LinkedIn offers you a wide variety of ad types to promote your brand or content. However, these types of ads are tailored to deliver career-related material that can be of use to your intended audience, to build your brand awareness and to get more leads within LinkedIn.

The LinkedIn’ Campaign Manager is a platform where you will be able to deliver highly relevant, targeted messages to unique audiences by using: text ads and sponsored content.

Text Ads: Text ads have been designed to drive action on high-quality leads within any budget. They are easy to create and deliver, and will allow you to stay on budget because you will be able to choose whether to pay for clicks or impressions!

Sponsored Content Ads: This type of ads will allow you to promote your content to the largest online professional network and deliver it on any desktop or mobile device. Sponsored content ads are great when you are looking to engage more people with your updates, whether by telling them about an upcoming event or by sharing a piece of written content with them. Besides Text Ads and Sponsored Contents Ads, LinkedIn offers you other Advertising products, such as Sponsored InMail Ads, Dynamic Ads, and Display Ads.

 Sponsored InMail ads: One of the best ways to reach the kind of people that matter the most to you and your business is by getting to them right in their mail inboxes. “InMail Ads” will deliver your content to your targeted audience in their LinkedIn mail inboxes.

Dynamic ads: Deliver creative content through responsive display ads in the LinkedIn platform on any device. Dynamic ads will allow you to personalize your message and creative copy, to target the audiences that matter and to measure your performance!

Display ads: Display ads will allow you to deliver display ad campaigns on desktop devices for optimal placement and outreach. High viewability and engagement are given when you start delivering display ads on LinkedIn!

An Introduction to the Three Biggest Pay Per Click Platforms

 

Pay Per Click has completely transformed the way that people advertise on the web. This is a new form of advertising for what is a very different medium – a very more interactive medium – than television or magazine.

PPC stands for ‘Pay Per Click’. What this means for advertisers is that they are only paying for each click. If their ad isn’t successful and no one clicks on it, then you don’t pay anything at all. That can actually mean free exposure sometimes!

A bidding system comes into play whenever an advert is shown and that means that the cost of each click will depend on the amount of competition – again this is good news because it means that some advertisers will be getting nearly free visitors when there isn’t much competition.

At the same time though, because they can set their own ‘maximum bid’ for each click, this means that advertisers can decide precisely how much they are willing to pay for any new visitor. By keeping this lower than the amount they earn per visitor, they can nearly guarantee they will make a profit from those efforts.

Also important though is targeting and this is where the differences between the different PPC platforms really start to come into effect. Read on and we’ll take a look at the three big choices when it comes to starting a new PPC campaign.

Google Ads

By far the biggest PPC network is Google Ads. When you pay for adverts on Google Ads, they will appear on the ‘SERPs’ or the ‘Search Engine Results Pages’. Thus, you need to start by first choosing a keyword that you want to target. If you are selling hats for example then, you might choose to target the keyword ‘Buy Hats Online’. Of course, it’s important to think carefully about your keywords to ensure they don’t have too much competition.

Google is the biggest search engine means that you’ll gain access to most visitors – but you’ll also pay the most due to the other advertisers.

Bing Ads

Bing Ads is a very similar system but for Bing instead of Google. Bing is, of course, the big search engine from Microsoft which accounts for 20% of the market share and an additional 10% through Yahoo!. This is not a small amount.

More importantly, Bing has less competition, meaning that you’ll end up paying less. Specifically, you’ll pay 33.5% less, which is again a big deal. Bing also has a lot of powerful tools for targeting the right users.

Facebook Ads

Finally, Facebook Ads work the same but appear on Facebook based on the information that users give Facebook about them. This can include age, sex, and location but also things like hobbies and interests or even job title!

Another big benefit of Facebook Ads is that you can create more media-rich options that have images or even short videos. Likewise, you have the option to choose ‘CPA’ which means ‘Cost Per Action’ and only charges if someone signs up to your mailing list.