Part 3: Pay-Per-Click Advertising
PPC, or pay-per-click, is an online advertising strategy where you can run ads on a platform such as Google Ads, LinkedIn Ads, X (Twitter) Ads, etc. You only pay a fee when someone clicks on it.
A good ad should have a strong call to action. That does not mean sharing a list of your services but sharing information that connects to the needs and wants of your target audience. For instance, the call to action could be to sign up for an interesting webinar, receive an interesting report (i.e. “The 5 Things You Need to Know When Retiring In Volatile Market Conditions”), or receive a free consultation with a particular outcome.
Within each platform there are different ad formats including: •
SearchAds
DisplayAds
VideoAds
Regardless of the platform and ad format, the way that PPC works is mostly the same and is a fairly simple process: