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The Flevy Blog covers Business Strategies, Business Theories, & Business Stories.
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Editor's Note: Take a look at our featured best practice, Digital Marketing Plan (34-slide PowerPoint presentation). Introducing our new and improved digital marketing template plan designed to capture your audience's attention, generate interest, create desire, and prompt action (AIDA model). This template is not just for a one-time campaign but for ongoing business activity. It's perfect for [read more]
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Have you been experimenting with PPC ads on platforms like Instagram, Facebook, Amazon, and Google? Are you disappointed with your results or confused about how to make it work?
If you’re running into issues with your PPC ad campaigns and you’re starting to wonder if PPC ads are still relevant, the answer is yes – PPC ads are still an important marketing strategy. However, when you hire a professional PPC ad agency, you don’t have to struggle with your campaigns.
Whether you work with an ad agency or want to continue running your own ads, here are several reasons to keep including PPC ads in your overall marketing strategy.
1. Targeted PPC ads reach real people in your target market
It’s easy to get discouraged when your PPC ads aren’t working. You might be wondering if your ads are even being seen by real people. Yes, your ads are being seen by real people, and if your settings are correct, you’re reaching your target market.
Running PPC ads will reach real people in your target market, but you have to be strategic with where you run your ads. Running ads on Instagram, for example, requires a different strategy than running ads on Amazon.
You’ll reach your market on both platforms, but people won’t be in the same frame of mind while browsing both websites. For example, on Amazon, you’ll reach more people who are ready to buy. However, without the right PPC strategies, Amazon agencies to partner with, or tools, you risk overspending on ads. Execute well-planned campaigns to maximize ROI and boost your sales to new heights. (Source)
2. An optimized PPC ad campaign will generate conversions
Most people – and even some ad agencies – struggle to generate conversions from PPC ads. The problem that prevents conversions isn’t always obvious. There are several reasons most PPC ads don’t convert:
Your PPC ad will shape how people see your landing page. You’ve heard of persuasion, but this is pre-suasion – a term coined by expert marketer Robert Cialdini. In a nutshell, people will be influenced by whatever they are exposed to before visiting your landing page. Your ads and landing pages are not separate experiences. With enough marketing expertise, you can use this to your advantage to generate more conversions.
As you can see, running a PPC ad campaign is more complex than just tossing up an ad that goes to your website. The ideal solution is to hire a professional marketing agency to create, run, test, and optimize your entire marketing campaign, including PPC ads and landing pages.
3. PPC ads on Google are extremely easy to track
Every successful PPC ad begins with extensive tracking. Google’s PPC ad platform has an exceptional tracking system for ads. According to Search Engine Journal, Google provides high-level performance details like impressions, clicks, and conversions. You can also access your Google Analytics site stats to see what kind of traffic you’re generating with your ads.
Being able to track your site stats with Google Analytics makes Google the top choice for running PPC ads. When using GA, it’s easier to collect all the data you need to see the big picture surrounding your ads. For example, you can see exactly what you spent on your ads and how that ad traffic impacted your business goals.
4. You can choose your budget
When you’re on a tight marketing budget, PPC ads are great. You can choose how much money you want to spend on your ads. Other marketing channels are more expensive and you need a large budget just to get started.
PPC ads are here to stay
PPC ads won’t disappear anytime soon. They will remain relevant as long as people are using the internet to conduct business. If you haven’t already launched a PPC campaign, don’t wait – your target market is out there.
You can download in-depth presentations on Digital Marketing Strategy and 100s of management topics from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.
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