Throughout
the course of the past several years, the Internet has grown by leaps and
bounds. No business or industry knows where the ceiling is, but one common
theme is everyone wants a piece of the proverbial pie. Companies are spending
upwards of $31.3 billion on Internet advertising.
This figure is only expected to rise over the course of the following years.
With this amount of money flowing from businesses, the hope is to capitalize on
the web traffic and see a positive Return on Investment (ROI).
With
advertising dollars so high, where do you put your money, especially in
uncertain financial times? Would you put it towards traditional mediums, such
as email marketing? Do you use target-specific marketing or do you step out of
the box and utilize pay-per-click (PPC) advertising.
Although
traditional marketing campaigns typically produce a continuous ROI, PPCmanagement is an ideal alternative simply due to the low cost to the
publisher, the advertising networks and the advertiser. The question is now,
“how do you transform your PPC management strategy into a successful
advertising campaign”?
Brand
Management
A
successful PPC campaign means going above and beyond a traditional campaign due
to the research capabilities of your customer base. Prior to your first
campaign, your customer knows what your business is about and whether or not
they will buy into your business model. You brand has to stand out. It has to
WOW the customer. In part, what are you doing to separate yourself from the
competition.
You have
to look at the multiple channels in which you market your business - your
website, Google + account, Twitter and Facebook page. Do your pages stand out,
or do they scream your brand.
Multichannel Marketing
Branding
is one thing, but the various channels you use are another. If you are not willing
to branch out, you will not be successful. You have to remember the potential
reach social media has on the marketplace. Facebook has approximately 800
million users; Twitter
has 100 million users and Google + has approximately 10 million users. With
those types of numbers, a successful PPC management strategy must include multichannel marketing.
Local
Marketing
Businesses
have to start somewhere. With the success, companies that offer hyper-local
deals are cashing in, and the small business associated are reaping the
benefits. Local marketing allows you to get the word out and eventually expand
your operation. Search engines such as Yahoo!, Bing and Google even have
specific search engines designed for local markets.
Transform
Your Marketing Strategy
When you
consider an effective and efficient PPC strategy, you have to look beyond
traditional approaches. Considering the majority of top businesses utilize PPC,
you have to squeeze every drop out of your campaign. For example, do you have a
mobile version of your site? The fact that mobile landing pages are the optimal
destination pages
verses desktop pages is no coincidence. Now is the time to refresh your mobile
presence. Dig deep into the analytics of your campaign. Your strategy is only
as good as you want it to be. If you don’t track the results and immediately
adjust, you are only setting yourself up for failure. Finally, incorporate your
customer-base in your strategy. Since you are marketing to them, get honest
feedback to drive more traffic.
You must
remember that PPC is not a new tool, simply a method to increase your company’s
ROI. When financial times are as challenging as they are today, businesses need
every tool available in order to be successful. You also need every angle and
think outside the traditional advertising box.
About the author:
Dawn Altnam lives and works in the
Indianapolis area, and she enjoys following the tech and business worlds. After
furthering her education, she has spent some time researching her interests and
blogging of her discoveries often.
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