In the digital age, more shopping is being done via the internet than ever. And even if consumers end up buying something in-store, the process often starts with a search. In fact, more than 80% of people perform research online before they make a big purchase.
Although optimizing your website can help your business be more readily found online, SEO isn’t the only way to get discovered and to promote your services. Paid ads can increase traffic to your site within a short amount of time and help boost your conversion rates. But there are actually a number of paid ad options to choose from. PPC marketing is one of the most popular, but pay-per-impression ads are also available. The question is: which is the better choice for your business? Let’s take a closer look at the two so that you can make a choice about how to manage your PPC ads or PPM ads more effectively.
Pay Per Click Marketing (PPC)
As their name suggests, pay-per-click ads will charge the business running those ads a fee every time a web user clicks on the ad in question. This means that, even if your ad is seen by hundreds of people, you’ll only pay for those instances when someone clicks on the ad. This can be a good thing, as it will allow you to really target your audience and appeal to those who are more likely to buy a product or service. However, if your ad is too general or appeals to users who aren’t your real demographic, you could end up paying for clicks that don’t convert. With PPC ads, you’ll pay more for clicks if the keywords you choose are seen as more competitive. However, you’ll have a reasonable amount of control over who actually sees your ads (and can, therefore, click on them).
Pay Per Impression (PPM)
Typically, pay-per-impression ads are also known as pay-per-mille — meaning that you pay for every thousand impressions. An “impression” refers to the ad appearing on a page when someone visits a site. Every time a web user visits that page where the ad is displayed, this represents one impression. You’ll usually pay a certain amount for every 1,000 impressions your ad receives, whether or not anyone ever clicks on the ad itself. You can think of these as similar to billboards or traditional print ads but in a digital sphere. Rather than intended to drive traffic to your site, these ads are geared towards boosting your brand visibility. Generally speaking, PPM ads tend to be a bit less expensive than the ads handled by a pay per click management team. However, it’s important to remember that investing in expert PPC management can result in more conversions than a pay-per-impression ad can.
Which Ad Type Should You Choose?
Ultimately, this decision will come down to a few different factors. You should consider your long-term and short-term goals, as well as your advertising budget and the platforms you’ll be using for advertisement.
In some cases, it might make sense to use a combination of both. But if you have a small budget and your business is very new, PPM may be a smarter choice to start with. Businesses that are hyper-focused on sales and who aren’t as concerned about improving brand awareness may want to focus solely on pay per click management. It really comes down to the unique needs of your organization.
Whether you need help with pay per click management for existing campaigns or you’re trying to decide where to invest your marketing funds, we’re here to provide you with the guidance you need to reach the next level. Contact Studio98 today for more.
