Facebook and Google are the main places to incorporate PPC advertising. They each offer a place to ad text, location setting and narrow down target demographics. Both offer unique features and doing a mixture of advertising for both will lead to the best results.
Facebook is synced with Instagram, allowing the ads to show up on both platforms. Facebook ads show up as “sponsored” posts in the news feed, the side of the feed, and are mobile-friendly. Facebook allows the ads to be selected as promotional, brand awareness, or gain “likes” and website visits. Before placing the ad, there are various steps to go through to select the exact demographic and region you want your ads to appear, and even going as far in-depth as placing ads based on an individual’s interests. An image or video is highly encouraged, as well as a call-to-action, title and brief description. The call-to-action will lead the consumer to the landing page.
Google PPC ads show up as “sponsored” after a search has been made with a keyword and location being used in the campaign. They contain a title, description and a call-to-action is recommended. Once clicked, they are brought to a landing page. They show up based on a competitive bidding strategy that is unique to Google. For each keyword and ad, a maximum Cost Per Click can be set to ensure the advertisement stays within budget. All ads are mobile friendly and show up until the daily budget has been reached.
Both Facebook and Google allow you to make changes as the ads are live, and the campaign can be stopped at any time. They both show results on the campaign, and Google even provides feedback and recommendations for more views. PPC campaigns are almost always beneficial due to the inexpensive click rate and return on investment.