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Understanding PPC (Facebook Ads VS Google Ads)


PPC or Pay Per Click (CPC) is an innovative marketing strategy designed to showcase a company’s products or services on the Web in order to generate action. How does this system work and what are its advantages? We’re going to answer that question before presenting you with a short comparison between 2 famous platforms dedicated to the creation of PPC advertising: Google Ads and Facebook Ads.

How PPC works

The aim of the PPC system is to promote a product, service or brand on the Web and encourage customers to buy or register. To do this, the company publishes an advert on any platform, search engine or social network. The amount to be paid is proportional to the number of clicks generated by the ad, hence the name Pay Per Click. In other words, every time someone clicks on your ad, you have to pay a pre-agreed sum to the platform on which it was published.

Example of PPC operation

Let’s say you’ve placed an ad on Google for $2 per click. It appears every time a web user searches for the right keywords. However, you only have to pay the platform if the person clicks on your ad. So, if the ad appeared 200 times in one day but generated only 150 clicks, you pay 150 x $2, or $300.

The benefits of PPC

One of the biggest advantages of PPC is that you only pay for concrete results. Ads that do not generate clicks are not billed. It’s also possible to make quick changes to the publication if it doesn’t seem to be working. What’s more, this strategy is more effective because it’s much easier to convert a click into an action, if your website is well designed.

Google Ads VS Facebook Ads

Google Ads and Facebook Ads are platforms for creating PPC advertising. What are the differences?

  • Google Ads targets people who are looking for the products offered by the company, since ads appear only when users enter the corresponding keywords.

  • With Facebooks Ads, ads appear according to the user’s behavior on the network and his or her centers of interest, even if he or she hasn’t done any research on the product.

  • As a result, a targeted Google user is probably ready to buy but is looking for the best deals, while a Facebook user may have no intention of buying, but their opinion can be influenced if the ad appears at the right time.

In all cases, both the ad and the link site must be attractive to generate maximum action. That’s why it’s always advisable to entrust the management of your PPC marketing to professionals like Web Tonic. We offer you a free video consultation to help you get to know your site better and understand your needs and situation before you launch, so that your strategy is more effective.

About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with over 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

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