PPC: How and Why Protect Your Pay Per Click Ads?

In the competitive world of PPC (Pay-Per-Click), where every click represents an investment, ensuring the protection of your ads is as essential as creating impactful campaigns.

But how do you defend your PPC marketing campaigns against unfair competition and other threats that can inflate your costs and distract your customers?

The answer lies in a robust monitoring and protection strategy, such as the one offered by Branddi.

Want to find out how to protect your PPC ads and optimize your results? Read on and unravel the secrets to safe and effective PPC!

What is PPC?

In today's digital landscape, where consumer attention is sought every second, PPC (Pay-Per-Click) stands out as a powerful tool for companies seeking quick and measurable results.

But after all, what is PPC? At its core, we can say that PPC is an online advertising model in which you pay only when someone clicks on your announcement. This seemingly simple approach revolutionized the way brands connect with their potential customers.

To illustrate the relevance of PPC, just look at the expressive numbers of Google Ads, the main PPC platform in the market.

According to a Google report, Google Ads generated R$104.5 billion in Brazil in 2021, boosting the growth of companies of all sizes. And that statistic reveals the potential of PPC to generate tangible results and drive the success of your brand.

SEO vs. PPC

Although both SEO (Search Engine Optimization) and PPC (Pay-Per-Click) aim to increase the visibility of a brand in search engines, their approaches and results are different.

And that's why understanding these differences is essential to define the most appropriate digital marketing strategy for your business.

SEO is a set of organic techniques that aim to optimize a site so that it appears in the first positions of the search results in a natural way. This strategy is focused on the long term, requiring time and continuous investment in relevant content, technical optimization, and authority building. That's because SEO results are long-lasting, but can take months to achieve.

PPC, on the other hand, offers immediate results, allowing your announcements appear at the top of the search results instantly. However, this visibility is only guaranteed as long as you're paying for the ads: as soon as the investment is interrupted, your ads stop showing.

How does PPC work?

With an increasing reach, driven by internet access in 89.4% of Brazilian households, according to data from Demographic Census 2022, PPC (Pay-Per-Click) has become an indispensable tool for companies seeking to connect with their target audience in an effective and measurable way.

But behind the apparent simplicity of the pay-per-click model, there is a complex and dynamic ecosystem that needs to be mastered to generate results.

That's because, in essence, PPC works like an online auction, where advertisers compete to show their ads featured in search results and other online channels. In other words, for each survey conducted by a user, PPC platforms, such as Google Ads, evaluate several factors to determine which ads will be displayed and in what order.

These factors include the advertiser's bid, ad quality, keyword relevance, and user experience on the landing page.

But to understand this better, it's worth reading on:

Search ads

Os search ads are the most traditional and well-known form of PPC. They appear in Google (and other search engine) search results when a user searches for a keyword related to your business.

These ads appear prominently, usually at the top and bottom of the page, and are identified as an 'Advertising'.

Thus, by targeting keywords relevant to your target audience, you ensure that your ads are shown to people who are actively searching for products or services like yours, increasing the chances of qualified clicks and conversions.

Shopping Announcements

Shopping ads are ideal for e-commerce businesses that want to show their products directly in Google search results. After all, they present an image of the product, the price, the name of the store, and other relevant information, allowing users to have a clear view of what is being offered before they even click on the advertisement.

Shopping ads appear in a separate section in search results and may also appear on Google's' Shopping 'tab, increasing the visibility of your products to a qualified audience.

Display media

Display media allows you to show your ads on a vast network of sites, blogs, and apps that are part of the Google Display Network.

This is an excellent way to increase your brand recognition and reach a wide and diverse audience. After all, display media ads can be displayed in a variety of formats, such as banners, images, videos, and responsive ads, adapting to the design and content of each page.

So, by segmenting your ads by interests, demographics, and other criteria, you ensure that your message is displayed to the right people, at the right time.

Video ads

Video ads are a powerful way to tell your brand story and engage your target audience in a creative and impactful way. These ads appear on YouTube (the world's largest video platform) and other Google partner sites and apps.

You can create video ads in different formats, such as in-stream ads (which appear before, during, or after other videos), discovery ads (which appear in YouTube search results), and bumper ads (short videos of up to 6 seconds).

With video ads, you can convey your message in a visually appealing way and reach a massive audience.

Gmail ads

Gmail ads allow you to reach your customers directly in their inbox. These ads appear in the Gmail 'Promotions' tab and resemble regular emails but are identified as 'Announcement'.

By segmenting your ads by interests, demographics, and purchase history, you ensure that your message appears to people who are more likely to be interested in your products or services.

With more than 1.8 billion active users worldwide, Gmail offers a massive, segmented reach for your PPC campaigns.

The advantages of using PPC

In an increasingly competitive digital market, companies of all sizes seek effective strategies to attract customers, increase sales and strengthen their brand.

In this scenario, PPC (Pay-Per-Click) stands out as a versatile and powerful tool capable of generating expressive results in the short term. But what, after all, are the advantages of investing in PPC?

In addition to offering immediate visibility in search results, PPC provides an average return on investment (ROI) of 200%, according to data from Growth Scribe.

This statistic demonstrates the potential of PPC to boost your business growth and generate significant profits.

Unlike other digital marketing strategies, PPC allows you to fully control your budget by targeting your ads to the right audience and paying only when someone clicks on your ad.

In the next sections, we'll explore in detail the key advantages of using PPC, from increasing brand recognition to generating qualified leads and boosting online sales.

Fast results

As we said before, one of the greatest advantages of PPC is the ability to generate quick and visible results. After all, unlike SEO, which requires time and continuous investment to reach the top positions in search results, PPC allows your ads to appear at the top of the page in a matter of minutes.

This immediate visibility is essential for companies that need to generate traffic quickly, whether to launch a new product, promote an event, or increase sales in a specific period.

And the results are proven: according to a Sebrae study, about 37% of Brazilians buy after seeing online advertisements, demonstrating the high conversion potential of PPC.

Cost control

With PPC, you have full control over your marketing budget. That's because you define how much you're willing to spend per day, week, or month, and you only pay when someone clicks on your ad.

This flexibility allows you to adjust your campaigns according to your objectives and resources, avoiding unnecessary expenses and maximizing return on investment.

In addition, PPC platforms offer several tools to monitor your spending in real time and identify optimization opportunities.

Precise segmentation

PPC allows you to segment your ads to the right audience, showing your message only to people who are more likely to be interested in your products or services.

That is, you can segment your ads by demographics, interests, geographic location, online behavior, and more.

This precise segmentation ensures that your ads are shown to a qualified audience, increasing the chances of clicks and conversions.

According to data from E-Commerce Brazil, 76% of consumers say they are more likely to buy from brands that personalize the shopping experience, demonstrating the importance of precise segmentation in PPC to increase sales and customer loyalty.

Measurement and analysis of results

PPC platforms offer several tools to measure and analyze the results of your campaigns in real time. To do this, you can track metrics such as clicks, impressions, click-through rate (CTR), cost per click (CPC), conversion rate, and return on investment (ROI).

This detailed analysis allows you to identify what's working and what needs to be optimized, making informed decisions to improve the performance of your campaigns and achieve your marketing objectives.

The digital threats surrounding PPC

In the PPC (Pay-Per-Click) scenario, where each click represents a valuable investment, it is essential to be aware of the various digital threats that can compromise your results and drain your budget.

Just as Brazil ranks 4th among the Latin American countries with the most digital threats, registering 201 thousand occurrences in the first half of 2024, according to CNN Brazil, your PPC campaigns are also vulnerable to attacks and unfair practices that can harm performance and ROI.

Unfair competition, fake clicks, keyword theft, and other malicious tactics can inflate your costs, distract your customers, and compromise your brand's reputation. And ignoring those threats is like leaving the door open so that your competitors and unfair partners take advantage of your PPC investments.

In the next sections, we'll explore in detail the key digital threats surrounding PPC and how you can protect yourself to ensure that your investments generate maximum returns and that your brand remains safe and trustworthy. Shall we go?

Brand bidding

Brand bidding is an unfair practice in which competitors bid on your brand keywords in the PPC, displaying ads to those searching for your company. This tactic inflates costs, diverts traffic, and dilutes your online presence. Thus, by “hijacking” your keywords, competitors take advantage of your marketing effort.

To combat the Brand Bidding, monitor your ads, identify competitors, and prevent them from benefiting from your brand.

Fake ads

Fake ads are a form of online fraud that can cause serious harm to your brand and your customers. That's because these ads disguise themselves as legitimate offers but are actually designed to trick users.

Therefore, to protect your brand and your customers, it is essential to monitor the internet for fake ads, report them to the relevant platforms, and alert your customers about the risks of clicking on suspicious ads.

How to protect your brand's PPC?

Faced with the various digital threats surrounding PPC (Pay-Per-Click), protecting your brand and investments is essential to guarantee the success of your campaigns and the trust of your customers.

Branddi, a specialist in online brand protection, offers innovative and effective solutions to monitor, detect, and neutralize threats to your PPC ads.

Do you want to know more? Keep reading!

Adjust and optimize ad targeting

To protect your brand's PPC, one of the most important steps is to continuously adjust and optimize the segmentation of your ads.

At Branddi, we recommend that our clients refine their segmentation criteria, ensuring that their ads are shown only to the right audience, reducing wasted resources and increasing the chances of converting. To do this, analyze your demographics, interests, geographic location, and online behavior to identify patterns and opportunities for improvement.

Additionally, utilize the segmentation tools of PPC platforms to exclude irrelevant audiences and focus your efforts on the most qualified prospects.

Track changes to the algorithm and ad policies

PPC platforms' algorithms and ad policies are constantly evolving, and it's critical to keep up with these changes to ensure that your campaigns remain compliant and that you don't miss out on optimization opportunities.

So, by staying up to date and flexible, you'll be prepared to face PPC challenges and make the most of the potential of your campaigns.

Monitor competition and offenders

To protect your PPC, constant competition monitoring and quick identification of offenders are essential.

And that's where Branddi comes in: we offer you brand bidding detection, text analysis of competing ads, strategic keyword tracking, and real-time alerts about suspicious activity. This proactive approach ensures an agile response to threats, protecting your brand reputation and maximizing the return on your PPC investments.

Discover how Branddi's solutions can help you master PPC with confidence and confidence, optimizing your campaigns and overcoming the competition: visit our website to learn more about ours Shielding marketing!