Despite the growth of new and innovative digital strategies, pay-per-click advertising remains one of the most commonly used online marketing methods today—and for good reason. When executed properly, PPC ads can reap major benefits. However, every business is different. What works for some companies may not always work for you. In order to get the most out of PPC advertising, you need to use the right platform with the right targeting, and that’s exactly what we’re going to explore in our next WideNet U. Join us on September 21st as we dive into the two most popular advertising platforms—Google AdWords and Facebook Ads—and talk about which one is best for your business. In this session, we’ll cover: - Is PPC even worth it? - The difference between passive and active advertising - The pros and cons of Facebook Ads - The pros and cons of Google AdWords - Goals, message, and tone for each platform

1. Which Ad Platform is Best for Your Business?

2.  What is it?
◦ PPC stands for pay-per-click, a model of internet
marketing in which advertisers pay a fee each time
one of their ads is clicked. Essentially, it's a way of
buying visits to your site, rather than attempting to
“earn” those visits organically. Search engine
advertising is one of the most popular forms
of PPC. – Wordstream.com

3.  This is the wrong question.
 Yes. Of course PPC Ads work.
◦ 96% of Googles revenue is from ads (>$60 billion)
◦ Facebook makes $5.2 billion in ad revenue.
◦ With numbers like that, Google & Facebook are
constantly optimizing to make sure you are
successful.
 The real question: Is it worth it for YOUR
business?

4.  Budget
◦ This is an INVESTMENT
◦ This is REAL ADVERTISING
 Type of Business
◦ B2B
◦ B2C
◦ Product
◦ Service
◦ Non-Profit
 Time
◦ PPC strength: Targeted advertising
◦ PPC ads need to be monitored and adjusted.
 Goal
◦ Sell a product/service NOW
◦ Raise brand awareness
◦ Increase attendance to event
◦ Gain leads

5.  Google AdWords is the new ACTIVE advertising
◦ Original definition: Deliberate, purposeful marketing
 Cold calls, door to door, sales appointments
 Actively presenting your business to the user.
◦ Meeting a need in the moment
 I Google “dress shoes”, I get an ad for dress shoes.
◦ Focused on the pitch
 No demographic data
 Target by location, device, & keyword
 Multiple ad extensions to strengthen pitch

6.  Facebook is the new PASSIVE advertising.
◦ Original definition: Ads that reach customers via
placement/ positioning.
 Print, radio, TV, & billboards
◦ Reaching people when they’re not in the buying mood.
 Planting a seed
 Passively presenting your business to the user
◦ Non-intrusive
◦ You want to stand out
◦ Address a need/want/desire/problem

7.  Ads that appear at top of
search results.
 Best uses
◦ Selling a product or a service
 Shoes example
◦ Increase store visits
 “Banks near me”
 “Restaurants in Anniston”
◦ Get leads
 B2B, Car Sales, Real Estate
 Service/product inquiries

8.  Pros
◦ 3 billion Google searches per day
◦ Target by location
◦ Address need of user
 You target exactly what they’re searching for
◦ They get a big share of clicks
 Top 3 paid ads 46% of clicks on page.
◦ Good for driving in-store traffic
 Google measure over 1 billion store visits globally in May
2016
◦ A/B testing
◦ Tons of data
◦ Great customer service

9.  Cons
◦ Competition
 Desktop
 Top ad CTR: 19%
 Second ad CTR: 11%
 Mobile
 Top ad CTR: 27%
 Second ad CTR: 9%
◦ Competition can drive up costs
◦ Can become very expensive very quickly
 Strategy is a MUST
◦ When ads go away, you go away

10. Industry Click Through Rate Conversion Rate
Finance 2.65% 7.19%
B2B 2.55% 2.58%
Dating/Personal 3.40% 2.75%
Travel 2.18% 2.57%
Real Estate 2.03% 4.40%
Consumer Services 2.40% 5.00%
Advocacy 1.72% 4.61%
Auto 2.14% 2.27%
Legal 1.35% 4.35%
Education 2.20% 4.13%
Technology 2.38% 2.55%

11.  Ads, boosted posts, and promoted content
that appear in and to the right of your
Facebook newsfeed.

12.  Best use
◦ Brand awareness/promotion
 Website traffic, Facebook page promotion, content
promotion
◦ Advertising an event
◦ Cause awareness
◦ Advertising products
◦ Gathering leads
 B2C
 Different kind of ROI
◦ Facebook ads aren’t always about an immediate
monetary return.

13. Industry Click-Through-Rate
Auto 3.57%
Consumer Goods 2.11%
Education 0.99%
Financial 1.02%
Organizations/Associations 3.72%
Retail 3.37%
Technology 1.16%
Travel 1.05%
But where’s the conversion data?

14.  There are 13 different ad types on Facebook.
◦ Clicks to Website
◦ Website Conversions
◦ Boost Post
◦ Page Likes
◦ App Installs
◦ App Engagement
◦ Offer Claims
◦ Local Awareness
◦ Event Reponses
◦ Product Catalog Promotion
◦ Brand Awareness
◦ Lead Generation
◦ Video Views

15.  Pros
◦ Extremely cost effective
 $200 goes a lot further on Facebook than on AdWords
 More control over spending
◦ Detailed targeting
 Pick exactly you who want to advertise to.
 Age, sex, location, interests, job title, education, salary,
political preference, religious preference, sexual orientation,
online behaviors, website visitors
◦ Multiple advertising options
◦ People can engage with your ad
◦ Immediate traffic
◦ Better use of images & video
 Huge right now
◦ More simplified than AdWords

16.  Cons
◦ Users aren’t in the buying mood
 Message has to be on point so you stand out.
◦ Irrelevant audience
 Every ad needs to be targeted
◦ Requires more monitoring
 Since users can engage with ads, you have to monitor
for vulgar or negative comments.
◦ Customer service can be a pain
 Unforgiving with mistakes
 One refund for life
◦ Not much for B2B sales

17.  Ultimately, it’s for you to decide
◦ No blanket solutions in PPC
◦ We can tell you what has worked and what can work
◦ For some companies, the answer is neither
 “Not where the eyes are”
 Remember…
◦ Time
◦ Budget
◦ Business Type
◦ Goal