Paid Advertising (PPC)

and why it matters.

PPC - Paid Advertising

Some know it as PPC, while others know it as Pay-Per-Click. Either way, PPC is a marketing strategy that most businesses use for marketing their company or brand. Our Systems here at Integralead actively use this strategy to assist companies with their biggest marketing threat, generating consistent traffic.

Pay-Per-Click Basics

PPC, or Pay-Per-Click, is a marketing tool that allows companies to obtain traffic or views due to a strategically placed advertisement where each ad click amounts to the advertiser's money. In most cases, search engine advertising is the most common form of PPC. It allows the advertisers to render sponsor links that appear when specific business-related keywords are used.

A lot of effort goes into creating a sound PPC campaign. Integralead succeeds by using different ways, such as identifying and crafting the right keywords or proper ad text and using those keywords according to advertisement groups or PPC landing pages with a clear call-for-action mission to ensure high optimization. Ads are then rated on a quality score to determine their performance. Based on a good score, search engines would reward the advertisers accordingly for more ad clicks. However, things begin to get more interesting when social media enters the mix.

When And where to use PPC

Facebook and YouTube are a haven ground for Pay-Per-Click ads. Why? A 2020 marketing study showed that over a billion people currently use Facebook to watch about 8 billion videos on the platform per day. Another report states that thanks to YouTube channels, just videos alone have boosted global internet traffic up to 80% in 2019. This means that because these social media networks are very active, PPC ads would only follow them.

How Facebook PPC works is that the advertiser pays each time someone would click on their Facebook ad. They can also be further charged depending on video views. However, this form of PPC campaign can generate more traffic to your website and increase sales along the way. Currently, Facebook uses nine different types of ad placements:

  • Facebook Audience Network
  • Facebook Mobile Newsfeed
  • Facebook Desktop Newsfeed
  • The Right-Hand Column
  • Instagram Stories
  • Instagram Feeds
  • Facebook Instant Articles
  • Facebook Suggested Videos
  • Facebook In-Stream Videos

A great advantage is that the Facebook PPC ads can be merged with Google Ad words. Google Ads is a platform that enables a company to generate an ad that can be directly seen in Google’s search engine. Here, the users can bid on keywords where each click is paid for. Depending on the keyword's quality or relevance and the highest bid made will determine whose ad is seen first on the list.

Other PPC Options To Consider

Google Ads is also working with YouTube on creating ads on their channel. The merge allows advertisers to target their right viewers and study their behaviors based on their recent Google search history. This way, marketers can easily target their prospective audience who have recently searched for their product or have indirectly watched their video ads. There are three types of YouTube advertisements that all marketers should bear in mind when determining their marketing strategy:

PreRoll Ads

These are un-skippable and appear midway into an existing video.

TrueView Ads

1. In-stream Ads, which are 'skippable ads' that are attached to a main video. 2. In-Display Ads (or now known as Video Discovery Ads) appear during a YouTube search.


These are very short ads, about 6 seconds, that are placed before right before the video starts.

As content marketing continues to expand based on its importance in an advertisement driven world, see how Integralead can help identify your PPC concerns and help create a tailored strategic plan that works solely for you.

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