While SEO drives organic search traffic to your website, PPC allows users to click on an advertisement that takes them to your website. How these ads appear in front of users depends on the platform and how the ads are configured by the advertiser.
The idea is that getting users to your website to make a purchase or providing you with their information is worth much more than the cost of the advertising campaign.
But just getting users to your website is one thing, actually getting them to do what you want means your website has to be functioning properly and easy to use. It’s best to make sure everything is in order on your website before spending on ads. (Doing some basic SEO is a good starting point.)
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Facebook ads can be placed in a user’s feed, in the right column or the messenger inbox. Also, since Facebook owns Instagram, your Facebook ads can appear in user’s Instagram feed as well.
When you create a Facebook ad you can configure the audience you want to target. This targeting can include where they’re located (i.e. “near Boston”), demographics (i.e. age, gender, relationship status, job title and more) and interests (anything from favorite foods to what they watch on tv).
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Advertisers pick which keywords they want their ads to appear for and then when a user searches for one of those keywords the ads appear. (In reality, your ad may or may not appear every time because you’re also competing with other advertisers).
Compared to creating ads for Facebook, there is a lot more work involved because you want to find the right keywords to use. Luckily, Google has a free tool called Google Keyword Planner that helps with this process.
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Advertising on LinkedIn is similar to Facebook but does not allow advertisers as wide a range of audience targeting. LinkedIn, which is more of a B2B platform, allows for targeting by company name, job title, company size, etc.
LinkedIn advertising is more expensive than Facebook advertising but the ROI might be just as good for you so it’s worth exploring.
Other niche advertising platforms include Bing, Pinterest, and Quora. I wouldn’t necessarily recommend any of these but it might work depending on your business model.
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