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:
- Sign up to an advertising account with the platform.
- Create ads and select the right targeting by adding keywords for particular target audiences (people that work at a company, have a certain job title, etc.).
- Set the maximum cost you are willing to pay for each click.
- Your ad goes into an auction with other advertisers who are bidding on the same keywords.
- The auction determines the order in which the ads are shown.
- You pay when someone clicks your ad.
Watch for next week’s blog on Social Media Marketing.
Maribeth Kuzmeski, PhD, President of Red Zone Marketing, is a marketing strategist, advisor to financial services companies, bestselling author of nine books, and a professional speaker rated as a Top 25 C-Suite Speaker as seen in Meetings & Conventions Magazine. She speaks on topics including marketing, branding, sales, and customer service.
Recent Articles:
The Financial Advisor’s Guide to Digital Marketing and Prospecting – Part 2
The Financial Advisor’s Guide to Digital Marketing and Prospecting – Part 1
