I’ve recently realized that just about every week, I have someone ask me “Why should I use PPC?” What a good looking question. I always respond with “Well, could your company benefit from advertising that is more measureable than any other advertising method, highly targeted, combined with instant gratification?” That seems to get them every time. What company wouldn’t want that? No other form of advertising even compares to PPC in those three areas.
Pay Per Click‘s targeting is like none other. For example – Joe Smith has a Ford Mustang body shop in Athens, Georgia that is only open from 9:00am to 5:00pm Monday-Friday and 10:00am to 4:00pm on Saturdays. He’s closed on Sundays so he can watch his NASCAR races – mainly just the Mustangs. Joe could run TV ads, radio ads, print ads and even billboards on major freeways, but how effective could that be? People who drive 1993 Chrysler Lebarons or ride their bikes to get from point A to point B could be seeing or hearing the ad and they could care less about it.
This scene from Wayne’s World (one of the greatest movies of all time) reminds me of how traditional advertising can be irrelevant to most of the people who see it.
The smartest thing for Joe to do here is have the PPC team at Forthea create a campaign for his shop to target only people who are actively searching for “Ford Mustang body shop” in the Athens area from 9-5 Monday through Friday and 10-4 on Saturdays. Targeting only those who are interested in your product or service – how awesome is that? No more wasted advertising spend!
The second of the core benefits of PPC is its ability to bring you instant gratification. No more waiting weeks or months to see if your advertising efforts are paying off. This could happen with traditional advertising and even other forms of internet marketing. Campaigns can be launched, tweaks and changes can be made to your keywords or ad creative on the fly. Barring any problems with the search engine’s policies and guidelines, results can be seen almost immediately. I know most people wouldn’t get excited about that, but to me, the ability to see your campaigns and ads running in a matter of minutes is pretty dang cool. A good example of this is Joe just launched his PPC campaign, it’s been running pretty well, but he’s noticed an influx of people calling to inquire about working on their antique Mustangs. The only problem here is Joe only works on newer models. He could do a couple things to fix this. One, he could create an ad that mentions he only works on newer models. Two, he could add words like “classic”, “antique” and “1965” to his negative keyword list. The first change would pre-qualify the searchers and make sure people who don’t have an older Mustang click his ad. The second would keep his ad from showing for search queries containing those words all together. These changes can be made quickly and be put into action in just a few minutes. (note: this could actually fall under any of these three benefits)
PPC’s measurability is a thing of beauty. You can see exactly how many times your ad was shown, how many times it was clicked, and the average cost of those clicks. Conversion data can show which keywords and ads are bringing in the most relevant and profitable traffic so you can focus your efforts on optimizing your campaign to be as successful as possible.
The cool thing about these three benefits is that they all work together – By effectively measuring your PPC metrics, you can optimize your campaigns further to target the exact audience who is interested in your products or services and see the results almost immediately.
Could your company benefit from utilizing PPC? Give the Forthea PPC team a shout and see what we can do for you!