What is PPC Advertising

PPC stands for ‘Pay-Per-Click’; an advertising technique where the advertiser pays a fee for each click or impression their ad receives, enabling them to secure targeted traffic immediately.

This form of advertising is simple in theory but implementing a successful campaign, which generates a positive ROI quickly, can be tricky.


Where Can I Bid For Traffic?

The first major rollout of PPC was in October 2000, when Google Adwords launched a month-long beta program with 350 advertisers. Advertisers were able to bid in a digital auction to show up for different keywords that users were searching for.

Today, there are over 1 million advertisers on the Google AdWords platform and PPC has been rolled out across virtually every social network: Facebook, Instagram, Twitter, Snapchat, LinkedIn, Pinterest and Reddit. All of these networks come with their own nuances and demographics which will determine which is the best one for your company.

Why Should I invest in PPC Advertising?

Perhaps the biggest advantage of PPC advertising is that campaign data is immediately visible, enabling continuous optimization and measurement of ROI in real time. By tracking impressions, clicks, conversions, demographics and cost, it’s possible to optimise campaigns swiftly to achieve the best results.

Another major advantage is the ability to target different variables: customer age, gender, time of day, location, average income, previous shopping behaviour, device, the proximity of an upcoming birthday or anniversary, and much more.

Unlike other forms of digital marketing, the results are almost instant. So, get in touch with us today to learn how INK can help with your next PPC campaign.

Why Should I Invest in Content Marketing?

One of the main reasons businesses are hesitant to invest in a content marketing strategy, is they think they are in a ‘boring’ industry, with no scope for creating interesting and engaging content. This simply isn’t the case; there are plenty of examples of ‘boring’ industries that are producing great content for their audiences. With the right content marketing strategy, any industry will see the benefits.

Content marketing typically sees a high ROI; with great content you’ll see improvements in brand visibility, reputation, engagement, traffic and most importantly, conversions. Depending on the type of content you are producing, content marketing also has very few upfront costs, making it less risky than other marketing strategies.

We also recommend content marketing because it synergises well with other marketing strategies, for example a content strategy could help SEO by driving more organic traffic, or providing more attractive landing pages for email and social media marketing.

Content marketing is becoming more and more competitive and there’s a good chance your main competitors already employ a content marketing strategy. Starting your content marketing strategy sooner rather than later will allow you to maximise the content opportunities available to you.