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Digital advertising has taken over the market, especially in this past year, surpassing more traditional media such as TV, radio and print. According to marketing research firm eMarketer, the United States digital ad spend will grow 19% to $129.34 billion this year, which is about 54% of the estimated total ad spend. More than two-thirds of that digital spend will be on mobile phones, which is about $87 billion this year. This proves that digital advertising is necessary for companies to remain competitive in their market.

What Is Ad Fraud?

With the rise of digital marketing comes the rise of digital ad fraud. Billions of dollars are being spent on digital advertising and according to a new report from Tel Aviv-based cybersecurity firm Cheq, up to 20% of the money being spent of these ads is being stolen through ad fraud. Not only that, but 77% of that fraud is more sophisticated than the industry is prepared to deal with. Ad fraud has been called the most profitable yet low-risk form of crime in the world. Because of that, the fraud is much more advanced, drawing tech fraud talent from other industries, like the financial sector.

This is where the big question comes in: if digital advertising is so prominent right now, how does a company know who to trust when buying pay-per-click advertising to ensure they are not getting scammed? If your company is considering spending any amount of money on ads to reach your target audience, then you’d better spend it in the right place - with a credible publisher who is going to get you bang for your buck. A channel with over 246 million unique visitors, 3.5 billion daily interactions, and an estimated 700% return on investment sounds credible; and that channel is Google Ads.

Google Ads: A Reliable Source

Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click. The better your company's ad campaign, the more clicks you generate, and the higher chance of obtaining a new lead or customer. Because the Google Ads platform has been around for nearly two decades, it has become one of the most reliable sources for pay-per-click advertising . Thousands of companies use Google Ads to promote their businesses, which can be an extremely effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.

Google is a resource used by people around the world to ask questions that are answered with a combination of paid advertisements and organic results. According to Google, most advertisers end up making $8 for every $1 they spend on Google Ads. The profit from using Google Ads is far greater than traditional media, plus the risk of dealing with ad fraud is much lower than other sources.

Sometimes people ask, "Why would I pay to appear on Google when I can get my site to show up for free?" The answer is that it is not as easy to drive "free traffic" as you think. Google's algorithms are designed to reward quality sites with organic rankings, and it can take a lot of time, effort and cost to achieve organic rankings via Search Engine Optimization (SEO) on your own. Google Ads is trustworthy, and PPC is a great way to have an instantaneous spot on Google, while also building on your customer base and gaining more traction for your website. This is often done while people implement SEO to work on their organic ranking in the background.

What To Look For When You’re Buying PPC Advertising

Pay-per-click advertising , also known as PPC, is a tactic where a business places an ad online and pays each time a user clicks on it. There is no cost to place the ad. The cost is only incurred when users engage with the ad. Through keyword discovery, a business identifies relevant, popular terms that its audience regularly searches for. A business then creates a search result ad that will be visible to users when they search for the target keywords. Once a user searches for one of the keywords, sees the ad and clicks on it, the business is charged for the user clicking on the ad.

When your business is looking to buy reliable, trustworthy PPC advertising , it is important to find an ad platform that spans over several channels. For example, given Google’s expansive reach, chances are you’ve seen or clicked on a Google ad, and so have your potential customers. Investing in PPC, no matter what the amount, is an important decision and you want to be sure you are using a platform you can trust.

At Inner Spark Creative, we’re an agency that believes the best and most effective advertising is integrated, not isolated. As a full service agency, capable of many flavors of advertising , we never push one option on clients, rather we recommend a blend of options that will best achieve your goals. Our purpose, along with creating images and headlines, is to help clients identify the bigger picture and attain tangible goals.

The benefits of PPC are endless, especially for small businesses. What good is a beautiful website if no one knows it exists? By having your paid advertisement appear on the first page of search engine results, it increases your chances of being seen and drives more traffic to your website. PPC can also increase the number of leads and conversions, as you attract new, targeted customers with far-reaching potential. PPC is an effective way to help you control your advertising costs, with no long term obligations. If you are interested in PPC advertising for your business contact us at (334) 826-7502.



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