By now, most brands are cognizant of pay-per-click (PPC) advertising or have some sort of remote idea of what it is (if you’re not too familiar with it, take a look at this). Some are completely on board with the advertising medium, but some are still up in the air on its effectiveness. I’ll admit that I am a tad biased, but pay per click truly is an effective channel of advertising. We live in a “consumer controlled era” (borrowed that phrase from The Idea Writers) where consumers ultimately control what kind of ads they see and how they react to them. PPC advertising is the ultimate consumer controlled ad channel. Consumers perform a search for what they want, need or are interested in and you show a relevant ad for your product or service.
In a perfect world you’d want to utilize PPC, display, SEO, social media and email marketing…and TV, print, outdoor and radio. We don’t live in that kind of world though. Brands often have to pick and choose which method of online advertising they want to use. factors to consider when contemplating which digital method of reaching your consumers include: time, budget, target market and online habits of your target market. Here is a quick list of why your brand should consider running a PPC campaign (preferably with Forthea):
• You need data right away.
• Your product or service is full of short tail, highly competitive terms that would be arduous to rank organically for.
• Demographic data says typical customers respond well to ads.
• Your brand is in need of real time a/b testing data.
• Your website is difficult to optimize or can’t be optimized.
• The size of your keyword list is mindboggling (think e-commerce site with hundreds or thousands of products).
• You need to capitalize on the popularity of another product/service or convert users. Example: Nissan Altima running PPC ads for the search query “Toyota Camry”. (see below)
• Your company is unsure of your target keywords or market.
• You require more specific tracking of where revenue is being generated.
• You want leads/sales.
• You need to more directly control user engagement and results.
• You want to target users on specific devices (different devices require different strategies).
Does your brand fall into any of the listed categories? If so, give us a shout and we can tell you all about our PPC advertising process and services.