An effective pay-per-click (PPC) campaign can be a game changer for your business. Known for its cost-effectiveness and impact, PPC has become an increasingly popular advertising option for many companies.
In this article, we’ll introduce you to the basics of PPC advertising and then share five of the most successful PPC examples to spur your creativity for your campaigns.
What is PPC?
PPC, short for pay-per-click, is a digital advertising model. This advertising method involves businesses placing ads online.
In traditional advertising, businesses pay for ad space regardless of its effectiveness. With PPC, businesses incur charges only when users click on the ad. PPC ensures that companies only pay for actual engagement with their ads.
You can run PPC ads in many places:
- Search engines like Google
- Social media platforms
- Amazon, eBay, and other online marketplaces
- Videos on YouTube
- Banners on websites
PPC is a versatile digital marketing strategy. It drives traffic, increases brand visibility, and boosts conversions.
Why should you use PPC advertising?
PPC advertising offers a range of compelling benefits for businesses aiming to bolster their online presence and drive tangible results.
Let’s look at four of them.
1. Immediate visibility and results
PPC provides instant visibility on search engine results pages (SERPs) and other platforms. Ads are displayed to the target audience when a campaign launches, ensuring quick and measurable results. This immediacy is especially beneficial for time-sensitive promotions or product launches.
2. Controlled budget and flexibility
You have precise control over your advertising budget in PPC campaigns. With the ability to set daily or campaign-specific budgets, you can manage costs effectively.
Additionally, the flexibility to adjust bids, target specific audiences, and schedule ads provides customization to suit diverse marketing objectives.
3. Highly targeted advertising
PPC enables you to target ads precisely based on keywords, location, device, and demographics. This targeted approach ensures that ads are displayed to a relevant audience actively seeking the products or services offered, leading to increased chances of conversion.
4. Measurable ROI and analytics
One of the standout features of PPC is its robust measurement and analytics capabilities. You can track key metrics, such as clicks, impressions, conversions, and costs.
This data-driven approach allows for real-time assessment of campaign performance, enabling adjustments to maximize return on investment (ROI).
5 types of PPC ads
The wonderful thing about PPC ads is that they come in all shapes and sizes. Here are five of the most common types of PPC ads, with examples of how businesses can use them.
1. Search ads
Businesses can use search ads to ensure immediate visibility on search engine results pages (SERPs), like Google, when users search for relevant keywords.
For example, Winters and Yonker PA is a law firm in Tampa, Florida, specializing in personal injury law. They might target users seeking legal representation for accidents with key search terms like “injury lawyer Tampa.” This would help them compete with the current sponsored ad on Google search.
Search ads also help businesses compete with other nearby companies. A potential local competitor of Winters and Yonker is the Payer law firm in Orlando, just 90 minutes away.
These two law firms may compete for a client depending on where an injury occurs. Winters and Yonker may want to target a broader geographic area with specific search terms. Using “car accident lawyer Central Florida” or “personal injury attorney Central Florida” in a search ad would expand their reach of potential clients.
2. Display ads
Display ads allow businesses to showcase their products or services. They appear on relevant websites or social media platforms. They can do this within the Google Display Network or other advertising networks.
Google claims it has over 2 million sites within its Google Display Network, reaching over 90% of internet users.
Display ads benefit companies aiming to enhance brand visibility. They also drive targeted website traffic and reach a broad audience.
Here’s an example from Zumba, an international fitness program. Since Zumba appeals to people at all fitness levels, display ads can be a very effective ad strategy.
3. Social media ads
Social media ads enable businesses to engage with their target audience on platforms like Facebook, Instagram, and Twitter.
Social media ads aren’t just for large companies who appeal to the masses. They are perfect for local and small businesses or startups. Why? Social platforms offer flexible pricing options, allowing you to set your budget and bid amounts. They also quickly get your ad in front of hundreds and thousands of users.
Real estate investment startup TechVestor uses Facebook to create brand awareness and introduce users to passive income from investments in short-term rentals. Their ad is concise, intriguing, and bright. It will easily get users to stop scrolling and take a look.
Another great example is Attorney Brian White, who uses Instagram videos that allow him to reach new clients. The video below talks to different people in Attorney White’s area to get their opinions on him which is a great advertisement idea for local businesses that want to connect with their community.
4. Shopping ads
Shopping ads are ideal for businesses selling products online. These ads typically display product images, titles, prices, and store names directly within SERPs or on other relevant websites.
A bakery, for example, could use PPC shopping ads as a strategic way to promote its products and drive sales. They may also target specific geographic areas to reach potential customers locally.
The bakery can capitalize on seasonal demand and increase sales during peak periods by creating targeted campaigns around specific occasions.
5. Video ads
Video ads allow businesses to engage with their audience through visually compelling content on YouTube or any social media platform. Video ads are particularly effective. Over 78% of marketers say that video ads increase their sales.
Jeremy Miner is a former sales rep turned sales coach. His videos are concise, informative, and compelling. He also includes compelling copy and examples of his outside-the-box thinking as a salesman to lure potential customers.
5 Successful PPC Advertising Campaign Examples
Now that you know all about PPC ads and the different types, let’s look at five successful PPC examples and why they worked.
1. Anorak Life Insurance: Not Smart or Smart?
Anorak, a life insurance provider, launched a humorous Instagram campaign. The campaign highlights the worries of people who are responsible for the well-being of their family after they die. The ad is designed to stress the importance of life insurance.
They portrayed common concerns in visually appealing posts. The concerns included providing for family and securing their future. The campaign empathized with the individual’s responsibilities. It urged them to consider life insurance as a solution.
Each post included a clear CTA, encouraging viewers to learn about life insurance options. Anorak also engaged with their audience by inviting them to share their own experiences.
The campaign effectively communicated the need for life insurance in a relatable and accessible way. It encouraged users to take proactive steps to protect their family’s financial security.
2. Invisalign: “Made to move”
In 2017, Invisalign launched the “Made to Move” PPC campaign. It targeted a younger demographic interested in orthodontic treatment. This campaign used platforms like Google Ads.
The ads featured compelling copy. It emphasized the benefits of Invisalign’s clear aligners for maintaining an active lifestyle. The aligners were backed by engaging visuals. Individuals wore them confidently during various activities.
Each ad included a clear CTA. It prompted users to schedule a consultation or learn more about Invisalign treatment options.
The campaign targeted specific demographics, including teenagers and young adults. It was based on age, interests, and search behavior. This ensured relevance to the audience. The “Made to Move” campaign effectively raised awareness of Invisalign among a younger audience.
Invisalign used strategic messaging and visual storytelling. This approach made it a preferred orthodontic solution for people with active lifestyles, proven by the company’s 32% growth after the campaign.
3. Converse: “Domaination”
Converse, the shoe and apparel company, partnered with marketing agency Anomaly. Together, they came up with a very unique ad plan.
They wanted to boost online engagement with their teenage audience. Anomaly used Google AdWords (now Google Ads) to organically integrate Converse into relevant cultural conversations by prioritizing authentic connections over direct product promotion.
How did they do it? They initiated meaningful interactions with potential customers by targeting specific keywords teens searched for. They targeted trending search terms like “First day of summer,” “Spelling bee,” “How to talk to girls,” and “How to kiss.”Converse avoided traditional advertising methods. Instead, they fostered dialogues through ad copy and interconnected microsites. On a budget of just $100,000, the campaign attracted over 600,000 unique visitors, which doubled Converse’s goal.
4. Snickers: “You’re not you when you’re hungry.”
The Snickers “You’re Not You When You’re Hungry” PPC campaign utilized digital advertising to convey that hunger can alter behavior. The solution? Eat a Snickers bar to restore yourself to the normal you.
The campaign was deployed across platforms like Google Ads and social media. It featured engaging ad copy and visuals depicting exaggerated scenarios. In these scenarios, individuals exhibit out-of-character behavior due to hunger.
The campaign maximized reach and engagement through a multi-channel approach. It targeted consumers across various digital touchpoints. Targeted audience segmentation ensured that the campaign reached young adults and candy bar lovers.
The campaign increased Snickers’ world sales by 15.9%.
5. Matt Simpson: Using Facebook ads to get a date
In 2011, Matt Simpson garnered attention for his unconventional approach to dating. He used Facebook to express his openness to dating. Simpson’s initiative gained traction.
Simpson’s use of Facebook advertising for dating purposes was innovative. At the time, the platform widely used for social networking, but not specifically for dating. Simpson used Facebook’s advertising tools to reach his target audience. Who was that? Single women age 28-35 with interests in spirituality and yoga, living close to Tempe, Arizona.
In the end, Simpson claims he was able to get insight into potential partners for “just 75 cents per click.”
As Simpson pointed out, that’s much more affordable than buying a drink for each woman he met through his ad campaign.
Wrapping It Up
These successful PPC examples showcase the power of creativity and strategic targeting in driving engagement and conversions. Take them into consideration as you plan and create your ad campaigns.
When testing new creative ads, ensure your existing campaigns are optimized for the best results. K6 Agency’s expertise in paid advertising can help you elevate your brand’s performance.
With K6, you can efficiently manage, optimize, and automate your PPC ads. We’ll help you create ads that will deliver results, guaranteed. Reach out to get started today.