flevyblog

Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.
MANAGEMENT & LEADERSHIP STRATEGY, MARKETING, SALES OPERATIONS & SUPPLY CHAIN ORGANIZATION & CHANGE IT/MIS Other

Investing in PPC Marketing: How to Make It Work for You

Editor's Note: Take a look at our featured best practice, Digital Marketing Agency Business Plan (344-slide PowerPoint presentation). Curated by McKinsey-trained Executives Unleash Your Digital Marketing Agency's Potential with Our Comprehensive Business Plan Toolkit Are you ready to launch your own digital marketing agency but unsure where to begin? Look no further than our complete **Digital Marketing Agency [read more]

Also, if you are interested in becoming an expert on Digital Transformation, take a look at Flevy's Digital Transformation Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.

* * * *

Pay-Per-Click (PPC) advertising is one of the most common digital advertising practices used today, yet many businesses are skeptical of its effectiveness. A click, after all, isn’t the same as a sale and when such campaigns aren’t designed well, they can turn into a waste of time and money. Still, the approach wouldn’t still be thriving if it didn’t work, so brands can’t write it off entirely. Instead, what businesses need to do when implementing PPC campaigns is make sure that they’re properly structured to yield optimal results.

Know Your Goals

The first and simplest thing that businesses need to know when implementing a PPC campaign should be obvious, and yet it often goes overlooked: you need to define a successful campaign. If you don’t know what you want your PPC campaign to achieve, you can’t know if it’s working. That’s a serious problem.

There is no universal definition of a successful PPC campaign. Rather, you need to determine how many sales, clicks, or impressions would make a given marketing effort successful for your brand. This will depend on factors like budget, existing audience size, and platform, among others. These goals will evolve with your company, especially if you’re a beginner using PPC ads to market your new business.

Consider Your Keywords

PPC campaigns are built around keywords and anti-keywords, but to reach your intended audience, these have to be selected carefully. Choose terms that are too popular and you rick being drowned out by larger competitors, but target your campaign too narrowly and you won’t reach enough people.

Given these challenges, when structuring your PPC marketing campaign, many experts recommend researching keyword combinations that include added elements like your location, commercial terms like “sale” or “discount,” and popular search addenda like “how to” or “best.” Though it may be hard to rank for general product or service terms because of how many other companies you’re competing with, adding other terms to your PPC campaign profile can help.

Use Targeting Tactics

Keywords are just one of the different ways to make sure that your PPC ads are hitting their mark; another important targeting tactic is to define the demographics for your campaign. Many brands fail to implement precise targeting practices because they worry about missing those outside their core audience. If you don’t define the demographics for your campaign, though, you’re likely to waste a lot of money on clicks that will never convert. It’s better to reach a slightly smaller group and increase the proportion of clicks that lead to sales.

A Matter Of Balance

Research shows that PPC advertising is one of the most effective approaches to advertising, with PPC ads producing 50% more conversions than organic approaches according to a Moz study reported by SmallBizGenius. This is despite popular wisdom that typically promotes organic advertising over PPC and other practices. On the other hand, the majority of all ads, including PPC ones, are subject to ad blindness.

Today’s digital consumers are just too savvy to pay ads much attention and have mentally learned to filter them out. Add to that the 25% of users who have ad blockers installed and advertisers are facing an uphill battle – which only underscores the importance of having a clear strategy.

Structure your PPC campaign well, and you can break through this blockade. Now, are you ready to execute?

34-slide PowerPoint presentation
Are you looking for an effective digital marketing template plan for 2024? Look no further! 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 [read more]

Want to Achieve Excellence in Digital Transformation?

Gain the knowledge and develop the expertise to become an expert in Digital Transformation. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.

Digital Transformation is being embraced by organizations of all sizes across most industries. In the Digital Age today, technology creates new opportunities and fundamentally transforms businesses in all aspects—operations, business models, strategies. It not only enables the business, but also drives its growth and can be a source of Competitive Advantage.

For many industries, COVID-19 has accelerated the timeline for Digital Transformation Programs by multiple years. Digital Transformation has become a necessity. Now, to survive in the Low Touch Economy—characterized by social distancing and a minimization of in-person activities—organizations must go digital. This includes offering digital solutions for both employees (e.g. Remote Work, Virtual Teams, Enterprise Cloud, etc.) and customers (e.g. E-commerce, Social Media, Mobile Apps, etc.).

Learn about our Digital Transformation Best Practice Frameworks here.

Readers of This Article Are Interested in These Resources


118-slide PowerPoint presentation
Introducing the Ultimate Digital Marketing Business Toolkit: Propel Your Online Success Today! Are you ready to unlock the secrets of digital marketing and supercharge your business's online presence? Look no further! Our comprehensive Digital Marketing Business Toolkit is here to revolutionize [read more]


 
78-page PDF document
 
 
17-slide PowerPoint presentation

About Shane Avron

Shane Avron is a freelance writer, specializing in business, general management, enterprise software, and digital technologies. In addition to Flevy, Shane's articles have appeared in Huffington Post, Forbes Magazine, among other business journals.


Complimentary Business Training Guides


Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function

  

  

  

  

  

The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.
  


OUR CORE OFFERINGS
Flevy Marketplace: Top 100
· Strategy & Transformation
· Digital Transformation
· Operational Excellence
· Organization & Change
· Financial Models
· Consulting Frameworks
· PowerPoint Templates
FlevyPro (Subscription Service)
KPI Library
Streams (Functional Bundles)
Flevy Executive Learning (FEL)
PowerPoint Services

FREE Resources

About Flevy
Management Topics
Marcus (AI-Powered Consultant)
Partner Program
LinkedIn Influencer Marketing
FAQ / Terms / Privacy / Blog
Contact Us: support@flevy.com



CONNECT WITH US!
       
TOP 100 TRENDING TOPICS
Acquisition Strategy
Agile
Analytics
Artificial Intelligence
Balanced Scorecard
Best Practices
Big Data
Breakout Strategy
Business Continuity Planning
Business Plan Financial Model
Business Transformation
CMMI
COBIT
Change Management
Cloud
Communications Strategy
Company Financial Model
Competitive Advantage
Competitive Analysis
Consulting Frameworks
Continuous Improvement
Core Competencies
Corporate Culture
Cost Reduction Assessment
Customer Experience

BROWSE BY FUNCTION
Strategy, Transformation, & Innovation
Digital Transformation
Operational Excellence and LSS
Organization, Change, & HR
Management Consulting

Customer Journey
Customer Service
Cyber Security
Data Privacy
Decision Making
Digital Marketing Strategy
Digital Transformation
Digital Transformation Strategy
Due Diligence
ESG
Employee Engagement
Employee Training
Enterprise Architecture
Growth Strategy
HR Strategy
Hiring
Hoshin Kanri
ISO 27001
ITIL
Information Technology
Innovation Management
Integrated Financial Model
Kaizen
Kanban
Key Performance Indicators

ADDITIONAL RESOURCES
Business Strategy Frameworks
Case Studies
Consulting Training Guides
COVID-19 Trend Data
Digital Transformation
Financial Advising Services (FAS)

Knowledge Management
Leadership
Lean
Lean Manufacturing
Logistics
M&A (Mergers & Acquisitions)
Manufacturing
Market Research
Marketing Plan Development
Maturity Model
McKinsey PowerPoint
McKinsey Templates
Operational Excellence
Organizational Change
Organizational Design
Performance Management
Post-merger Integration
Pricing Strategy
Process Improvement
Process Maps
Procurement Strategy
Product Launch Strategy
Product Strategy
Project Management
Quality Management


Free Resources
KPI Library
Lean Management
Lean Six Sigma Training Guides
Marcus Insights
Operational Excellence

Real Estate
Remote Work
Restructuring
Risk Management
Robotic Process Automation
SWOT
SaaS
Sales
Scrum
Service Design
Six Sigma Project
Social Media Strategy
Strategic Planning
Strategic Thinking
Strategy Development
Supply Chain Analysis
Sustainability
Target Operating Model
Team Management
Total Productive Maintenance
Value Chain Analysis
Value Creation
Value Stream Mapping
Visual Workplace
Workplace Safety


Product Strategy
Small Business Owner
Startup Resources
Strategic Planning
Strategic Planning Process
Value Innovation Strategy


© 2012-2024 Copyright. Flevy LLC. All Rights Reserved.