PPC Masterclass: Scaling with Google Ads, Bing Ads and Facebook Ads (Pay Per Click)

PPC Campaign Management:
https://www.sitetrail.com/product/ppc...

In Pay-Per-Click (PPC) advertising, particularly in search and display campaigns, there are two main strategies: demand generation and addressing existing demand. These approaches are used differently depending on your business's goals and the stage of your marketing efforts.

1. Addressing Existing Demand (Search PPC):
This refers to targeting users who are already searching for products or services like yours. These users have intent, meaning they are already aware of a problem or need and are actively looking for a solution.

Search Ads: In platforms like Google Ads, search campaigns are designed to target specific keywords that users are typing into search engines. Your ads are shown to users actively looking for relevant products or services.

Advantages: High conversion rates because you’re capturing users with existing intent. They are further down the funnel and closer to making a purchase decision.

Limitations: Once you’ve optimized your search campaigns and captured the existing search demand, there’s a ceiling you hit because there’s only so much search volume available for your target keywords. This limits your potential to scale up further using only search ads.

2. Demand Generation (Display PPC):
Demand generation focuses on creating awareness and interest in your products or services among users who may not be actively searching for them yet. This approach helps you expand your reach beyond the existing demand.

Display Ads: Display networks (like Google Display Network, Facebook Ads, or YouTube Ads) show ads to users while they browse websites, watch videos, or use apps. The key here is reaching people who may not know they need your product yet.

Advantages: Display ads are great for scaling your business. They help build awareness among new audiences, nurture leads, and ultimately drive new traffic to your website. This strategy is particularly useful when you’ve already captured the existing demand with search ads and want to grow further.

Targeting: In display campaigns, you can target based on demographics, interests, browsing behavior, and other criteria. Retargeting (showing ads to users who have previously visited your site but didn’t convert) also falls into this category.

Scaling Up When Search Demand Reaches a Ceiling:
When you’ve maximized your search ad campaigns and start seeing diminishing returns due to limited search volume, display ads and demand generation strategies can be used to keep scaling.

Broaden Your Audience: With display ads, you’re not limited by the number of searches per month for your target keywords. You can reach new audiences that may not yet be actively searching for your product but have characteristics suggesting they could be interested.

Create New Demand: By running display ads focused on product education, brand awareness, or creating excitement around new solutions, you generate interest in your product. Over time, some of this audience will convert into searchers, thus increasing the pool of people looking for your product in the future.

Capture the Entire Funnel: While search ads typically target users lower in the sales funnel, demand generation through display ads covers the awareness stage at the top of the funnel, nurturing them through their customer journey.

In essence, when search campaigns reach their volume ceiling, display ads and demand generation strategies allow businesses to scale by reaching new prospects and expanding their audience beyond those with existing intent. This dual approach ensures that both short-term and long-term growth can be sustained.