We are often asked for the quickest way to see results when using the Internet to gain market share. In our opinion, one of the best and most sure-fire ways to see “quick” results is to use a pay-per-click strategy. You’ll notice that quick is in quotes…it’s because nothing is guaranteed in the marketing business! You can use pay-per-click, also known as PPC, to grow your business while your organic search engine optimization efforts take root. Organic movement takes time. PPC can place you at the top of the page overnight. Here are a couple of things to consider when planning a PPC strategy.
We’re putting this topic first, because it accounts for the largest number of questions about PPC. The simple answer is: It depends! It depends on your goals…It depends on your comfort with the platform, and it depends on your previous experience with PPC advertising, just to name a few. You’ll see “experts” give guidance on what to spend as a percentage of your overall marketing budget, but that may be over simplifying things a bit. Like any marketing budget, you must take into consideration the cost of acquiring a new customer, the lifetime value of a customer, and more. The simple answer to this is that there is no simple answer. If you have a dedicated budget and are very aggressive in your goal setting, then you’ll have a higher monthly budget than someone that’s business is on shaky ground and needs to make sure they can cover payroll next month. Be smart and do your homework. If you “begin with the end in mind”, you’ll be able to work backwards and determine the budget that works for you. If you still need more help, there are companies dedicated to helping you work through these issues. Give them a call and see what they can do for you. Don’t just settle for a “nice round number”!
WHICH PLATFORM TO USE
There are multiple ways to enter the PPC game. You have pros and cons for each of the options. The goal again is to be educated about which one to use and how to best utilize it. This is another instance of “one size does NOT fit all”. For instance, Google AdWords is extremely popular, but can be a little tricky to use efficiently. A 2014 article on Entrepreneur.com said, “AdWords can take some time to fully grasp and users that don’t fully understand how it works will end up paying higher CPCs (cost per click) than other advertisers that have properly optimized their campaigns.”
Facebook is another incredibly popular source of potential customers. Their user interface is easier to use, in some people’s opinions, and you can target specific demographics without much difficulty. With more than one billion users, it’s a valuable source not to be overlooked. However, because people are not on Facebook with the “shopping mindset” it can be difficult to catch their attention. TheNextScoop.com also points out that the competition can be overwhelming. They said, “It is hard to stand out. There are times that you just launched a new ad, and after a while, new ads are coming from the competitors as well, the same with what you have on your Facebook page.”
Again, you’ll see that there are a lot of decisions to be made. You’re busy running your business and this just adds to the questions that are already piling up around you. Put your money to work for you and interview a few local companies to help you. You’ll find someone that matches your passion for success and can help take your business to the next level!