The world of digital marketing, including PPC, is a constantly changing landscape, and it takes a certain amount of dedication to stay on the cutting edge of everything that is constantly changing in the background.
However, the last year has seen some of the biggest changes to date.
– Google finally released a new update that was overdue
– The world is moving towards more privacy with implementations with Apple introducing the iOS14 update
– The shift to working from home and online shopping has opened the floodgates of pay per click marketing
But what does this mean for all of the companies out there that want to get back to business or grow their existing business, but feel stuck? You want to get your product out there, but at the same time, you need to get the most out of your money. But before you can find value in something you need to understand it.
What is PPC Marketing?
PPC marketing, or Pay Per Click Marketing, is pretty much what the name states. Ads are developed for your product and then you will pay a certain amount per click when your ad is delivered.
There are many different platforms that you can advertise on, and each platform has its own way of delivering ads. For example, Google will use keywords to bid on ads. Facebook has you input the locations you’d like your ads to appear, the demographics, and you can even narrow down the audience based on their interests. LinkedIn allows you to target people by their job title, education, company, and interests.
Just like anything else, care should be taken when setting the budgets for ads on any platform. Because the products being sold vary in price, so will the cost per click for your campaigns.
If you are selling widgets that cost $0.05 to make you can expect your cost per click to be lower than someone selling gadgets that cost $500 to make.
Because people spend so much time online, PPC ads can be a great way to hit your target audience. Moreover, PPC ads are much cheaper than more traditional advertising like radio, TV, and billboards.
Why Should I Use PPC Marketing?
PPC Advertising is a great tool for any business.
– You can reach an untold number of new customers
– It’s very versatile
– You have flexible budgeting
– Results are seen much faster than traditional advertising
But the best part of a good PPC advertising strategy is that you are directly meeting customers and engaging with them on a more personal level. Ads are designed around your target audience so that when they are online searching for something you can meet them where they are in the buying process.
PPC allows for all kinds of flexibility when engaging with future customers. You have several different options to choose from when it comes to campaign strategy. Maybe you’re a new business owner that just wants to make your brand more recognizable. Maybe you want to develop new content to encourage repeat customers. You could just be looking for a straight sale, or new leads to pursue.
PPC can offer all of those options and more. If you own a business, you can increase your presence, brand awareness, and revenue with a solid PPC strategy.
How Much Should I Spend?
Many people have no idea what they should be spending on marketing. Products and services, however, don’t sell themselves. We have to provide people the opportunity to become aware of your product and services. The way we do that is through marketing.
According to the Small Business Association, “As a general rule, small businesses with revenues less than $5 million should allocate 7-8 percent of their revenues to marketing. This budget should be split between 1) brand development costs (which includes all the channels you use to promote your brand such as your website, blogs, sales collateral, etc.), and 2) the costs of promoting your business (campaigns, advertising, events, etc.).”
But what does all of that mean? You have to spend money to make money. By allocating a budget specifically for marketing activities you know how much you have to spend then you can divvy up that budget between different platforms and brand development.
You should never look at any leftover money as the budget for anything. Budgets need to be carefully planned from the start or it can lead to disaster.
The other aspect of budget planning is deciding what works for your company. If you are a small company just starting out, there may not be a huge marketing budget, but that is what is great about Pay Per Click!
Even companies that don’t have a lot to spend can still get their name out there with the competition. A good advertising agency will look at the budget that you have and can help suggest advertising paths you may not even realize exist!
You also shouldn’t look at just dumping a huge amount of cash all at once into advertising. One of the biggest functions of pay per click is the ability to test many campaigns. Video might work better than a text ad with a static image. A carousel of your products might lead to more sales than a video.
By starting with a smaller budget, you have the ability to refine your audience and then scale the campaign larger as needed or desired.
So Is There Value In PPC Marketing?
At SteerPoint Media we can say “YES” without a doubt. Through our proven Digital Marketing Strategies we have attracted, converted, and delivered over 498,245 qualified sales leads contributing to over $957 million in revenue for our clients over the last 5 years.
PPC advertising is more robust than ever and in the post-covid world of online shopping, there are more ways than ever to engage customers and clients.
Getting the lead on competitors, properly strategizing, and getting your ads to people when they need to see them is what PPC is all about.
At SteerPoint, we are experts in the strategy, analysis, content, and execution of all forms of PPC Campaigns.
If you need help managing PPC campaigns, send us a message. Let’s start today!