Setting up pay-per-click (PPC) ad campaigns is one of the most difficult aspects of digital advertising.
While SEO and content marketing are both great options to promote your business, nothing works quite as quickly as PPC ads — however, there’s less room for error as one small mistake can cost you hundreds of wasted dollars.
This is why it’s often better to hire a team of digital advertisers who can work with you to lend their expertise and set up PPC campaigns for your company, over trying to do it yourself.
If you’ve ever considered hiring a digital advertiser to set up your PPC campaigns, then continue reading to learn what digital advertisers do, the platforms they use, and how they can help you reach your target online quickly.
What does a digital advertiser do?
A digital advertiser is an online marketer who creates strategies to target an audience and deliver relevant ads to them across multiple channels online.
Part of a digital advertiser’s job is to act as a strategist to help their clients understand who their competitors are, who their target audience is, and pick the right keywords to create ads that will reach these people across multiple channels online using pay-per-click (PPC) ads.
How do digital advertisers select the right ad platform?
Digital advertisers will often use a combination of different paid ad platforms, such as Google Ads, Facebook Ads, Microsoft Ads, and LinkedIn Ads to create PPC ads that can reach the right person on the right site — it all depends on the client’s goals and who their target audience is.
For example, if a client wants to sell more products, such as shoes, then Google Ads and Facebook Ads are good platforms to start out with. Keep in mind that Facebook Ads also reach Instagram and WhatsApp users.
However, if a client is looking to promote their company or services to professionals, then LinkedIn Ads might be a more suitable platform.
Additionally, gathering more data about the target audience, such as if they are IOS users, Android users, primarily searching on their mobile or desktop, their age, and demographics, all are considered when picking the right ad platform.
How does a mobile advertising platform work?
When many people think of Google Ads, they automatically think of text-based search ads on desktop.
But did you know that 53% of all internet traffic is performed on mobile phones?
Therefore, many of the top advertising platforms, such as Google Ads and Facebook Ads, also offer mobile advertising options.
While both mobile and desktop ads can reach your target audience, they have different applications worth considering:
- Mobile ads are better for location-based marketing, such as when people are on the go and are looking for stores nearby.
- Mobile ads also are better at taking up the whole screen of the phone, whereas desktop ads are usually only on the side of the screen.
- Mobile ads are more effective for generating phone calls over desktop, making them effective for home services businesses.
What are the top digital advertising platforms?
The first online ad appeared in 1994. Since then numerous paid ad platforms have been started, with Google Ads being the top digital ad publisher in the country.
With so many options, it’s best to seek the help of an experienced digital advertiser who will find the ad platform(s) that will work best for your business goals and objectives.
Google Ads is the most popular and potentially furthest reaching paid ad platform out there.
Google has more than nine different kinds of paid ads, including display and search ads, with more ad types created each year.
Keep in mind that Google Ads is also used to create PPC ads on YouTube, making it easy to set up multi-channel campaigns using a combination of search ads, video ads, display ads, banner ads, and dynamic ads.
Facebook Ads has more than eleven different ad types to let marketers create PPC campaigns on Facebook, as well as Instagram and WhatsApp.
Unlike Google Ads, which are based on specific keywords, Facebook Ads’ targeting is based more on demographics, geo-locations, interests, and online behavior, taking the guesswork out of targeting your ideal audience.
Microsoft (Bing) Ads
Many people forget about Bing Ads, now Microsoft Ads, but they shouldn’t because Microsoft Ads’ keywords can be significantly cheaper than Google’s.
Keep in mind that Bing is the second largest search engine worldwide, with about a 3& market share.
By setting up a Microsft Ad campaign, you’ll be reaching people that other PPC campaigns have been neglecting.
Twitter has five main advertising campaigns, including promoted ads, follower ads, and more.
If you’re targeting a younger audience, such as Gen Z, are want to create awareness around new events or products, then consider setting up a Twitter Ads campaign.
If your main business is an eCommerce store selling products on Amazon, then use Amazon Ads to put your products on the top of page 1.
How will I know the campaigns are working?
A large part of a digital advertiser’s job is monitoring, reporting, and analyzing the trackable metrics, including the KPIs and measurable goals, such as ROAS, set forth at the beginning of the project.
Without careful monitoring and monthly reporting, it would be impossible to know if the campaigns are successful or not.
When beginning a project, a PPC professional will discuss the client’s goals and objectives to determine which key performance indicators (KPIs) will need to be tracked and monitored.
For example, many clients will start a PPC campaign with very specific goals such as:
- Brand exposure and impressions
- Clicks and conversions
- Newsletter sign-ups
- Improving traffic
- Increasing phone calls
- Generating more leads
At Denver PPC, we handle client communication effectively and provide steady updates and quick responses to all of our client’s questions.
We’ll also include detailed monthly reports to show our clients exactly where their money was spent, the results we achieved, as well as offering advice on areas to improve so the next month’s results will be even greater.
Get more online advertising success rates with Denver PPC
Denver PPC is a Google Certified Partner company specializing in PPC advertising.
Our account management team is Google Ads certified, and well equipped and experienced to set up PPC campaigns using Facebook Ads, LinkedIn Ads, and other popular paid ad platforms.
In addition, we offer white label PPC management to marketing agencies looking to expand their services for their new and existing clients.
Read one of our case studies to learn how we’ve helped former clients, and how we can help you too.
Have an existing Google Ads account that needs a bit of help? Contact us to receive your free 10-Point PPC Analysis and we’ll offer suggestions on how you can improve your PPC campaign.