PPC … It Ain’t Just For The Big Boys

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Pay Per Click Advertising
From a look at three popular online marketing service providers; AdWords, Oath and Bing Ads; there are some differences such as; Bing is the cheapest with the most limited reach of the three while Google ads are the simplest regarding use and functionality. Also, Bing lacks the negative keywords functionality used by both AdWords and Oath.
Arguably, Google AdWords has the lion’s share of web traffic estimated at 67% of the market share (Grewal 6). On the other hand, the combined strength of Yahoo-owned Oath and Bing Ads commands the rest of the market share especially in regions where Google is either banned or merely unpopular.
Each of the mentioned Sites offers advantages over the other. For instance, AdWords is the crème for its unrivaled reach. However, money-conscious users are inclined towards Yahoo and Bing ads owing to their relatively cheaper rates. This is mainly due to the low demand for space and a relatively smaller number of bidders (Grewal 8).
The process of creating an AdWords ad is as simple as creating an AdWords account and starting a campaign. By just clicking on the ‘campaigns’ tab then ‘ads’ tab and ‘text ad,’ the user will be allowed to choose the group to which the ad is being added, and this includes the URL to which clients will be redirected. The ad is then saved before billing and publication.
When choosing keywords on AdWords, one needs to consider some factors. These include; they must find what the customer knows the product as, i.

e., the names by which the product is commonly known including possible variations; this also means choosing keywords which relate to similar service providers. These are such as; forex and foreign exchange to describe the same service. While an emphasis placed on the need to be specific, they should also consider using general words to enhance a greater reach (Grewal 9) such as money when advertising Foreign Exchange service. Advertisers must understand the various keyword matching options which are; phrase match, broad match, and exact match. Also, for optimized outcomes, they may use negative keywords to be visible to more relevant traffic.
Similarly, when choosing the title for an ad, one needs to place themselves in the shoes of the target customer. The title should try as much as possible to be precisely what the customers would type in the search engine such as a simple ‘Foreign Exchange’. The title should also be catchy, short and concise because longer titles may get cut off in the search results (Grewal 10). The advertiser may also make use of the Google AdWords planner to create a proper title.
Lastly, when choosing the body of an ad, there are some tips which may enhance the effectiveness of an ad. These are; the use of unique and specific values such as 4.9 instead of 5. These have the eye-catching effect. The method of call-to-action claims in the body such as ‘shop now’ has also proven effective. The benefit of the call to action should also be included; for instance, the ad could say ‘shop now and enjoy discounted prices.’ The ad body could also include contact details or an external link to create a sense of direction (Grewal 12). The body could also aim at appealing to the target clients’ emotions with the fewest words possible.

Works Cited
Grewal, Dhruv, et al. “Mobile advertising: a framework and research agenda.” Journal of Interactive Marketing 34 (2016): 3-14.