The world of digital marketing can feel overwhelming, especially to small town business. At Sterling & Pope we can guide you through the process and create a digital marketing strategy that works for your business. In order to have an impactful PPC campaign, you must start with a goal oriented strategy. Read on to learn about common PPC campaign goals, and how Sterling & Pope can help you reach them.
How Does PPC Work?
PPC is an acronym for Pay-Per-Click advertising. This digital marketing strategy is designed to increase traffic to your website by putting your website at the top of search engine results pages. For example, when a potential client googles a service you offer, your website could be listed under the “sponsored” section at the top of the results page. You pay the advertiser for the number of clicks your link receives, hence the name.
Creating A Goal-Oriented Strategy
If you want your PPC campaign to work, you need a strategy. In order to succeed, you must clearly establish what it is you hope to get out of PPC digital marketing, which can be daunting for new users unfamiliar with the jargon of digital marketing. Read on to learn common PPC goals and how they are reached.
Product & Brand Consideration
The hope of many digital marketing campaigns is to snag the user who is researching the product or service your company provides. There are many ways to accomplish this, and one is to digitally reintroduce the brand of your company and create more detailed marketing.
When users are doing their research, you want your company and/or to be at the top of the list. This can be accomplished by banner ads, or ads that attempt to bring the consumer back to a previously viewed product they deliberated on purchasing. Either way, you want your company at the forefront for users searching for products or services you provide.
PPC is often used for “Brand Awareness”– which means increasing the visibility of your product/service and company as a trusted name for consumers. The goal of this PPC strategy is to maximize your company’s exposure to its relevant audience, with hopes that they will click on the ad and potentially buy your product at that moment, or later down the line.
There are several PPC “targeting tactics” to build brand awareness. One is using PPC display ads that react to keywords, topics, in-market lists, or any combination of the above. This casts a wide net of potential users searching for anything related to your company or product. You can also use Social Media PPC ads, which can target based on demographic. However, this approach does come with some downsides– you may see high cost-per-clicks because of the competition. It is best to have a carefully created keyword selection associated with your PPC ads to make sure that your brand is getting in front of the people it needs to.
Profits And Sales
Show me the money! PPC marketing can help boost sales by using keywords in their search that customers who are ready to purchase tend to use, some examples are: Model numbers, discounts/coupons, shipping information, and financing options. By attaching your PPC to those keywords as well as ones relevant to your product, you can get your product in front of customers who are ready to purchase.
Some PPC strategies suggest offering co-campaigns to sweeten the deal, such as highlighting offers, warranties, or effortless return policies. Another strategy to consider is abandonment ads and/or remarketing ads that show the products that the user viewed or left in the digital shopping cart. It is also important to keep a list of your customers, if possible– this will help with the next step of your PPC campaign, repeating sales.
PPC isn’t just for getting new customers. If used correctly a PPC campaign can help secure repeat customers, especially if you sell a product that needs maintenance, upgrades or accessories. When considering this technique, it’s important to build around certain factors. For example, does your product need to be replaced regularly, or is it built to last? Do new, improved models come out? And lastly, what kind of cross-selling opportunities do you have available? The answer to all of these will help you figure out what kind of PPC strategy you need to get repeat sales.
Why Choose An Experienced PPC Agency
If you are looking for an experienced, trustworthy Digital Marketing Agency in the Dallas, TX area, look no further than Sterling & Pope. With excellent reviews and prices to match your budget, Sterling & Pope can help you create a digital marketing strategy that makes sense to you. Check out our website or give us a call today!