When should you use Pay Per Click (PPC) Advertising in your strategy? This video will cover 2 times in your marketing timeline that your business should introduce it! Enjoy the content?
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1. At the beginning of your marketing campaign
Let’s pretend that your marketing campaign is the same as going fishing. At the start of your campaign, or start of your fishing trip, you show up to a lake. You have the tools you need to catch fish or attract customers (ie your fishing rod, or in your case, your website and your products) you hopefully have a chair to sit and wait on, and finally you have an enormous amount of patience. Why patience? Well let's face it, you may never get a bite.
So then what? You have your tools, your patience, you know there’s fish in the lake somewhere, but how can you find them? Well when we’re fishing we lay ground bait, a cheap bait cast across an area of a lake to attract fish. It’s a way you can tell if any fish are nearby or interested in your bait. When you see signs of fish showing an interest or nibbling at your ground bait, you cast your line and your real bait or tackle in that area consistently to try and get a real catch. Just remember, you need patience, because that bite might take a while to come!
Let’s apply that same logic to your marketing campaign. At the start of your marketing campaign, you need to find the customers who are most likely to convert. You can do this with your Pay Per Click Campaign. The first 3 months of your PPC campaign can be used in the same way ground bait is used. You can assign a very small budget to your campaign across the first 3 months which will act as a way of researching where your customers are and what keywords are working effectively.
Often businesses blow their budget on the early stages of their PPC campaigns without laying enough ground bait or carrying out enough research to find out exactly what will work. At this stage, you need a lot of patience, because only time and effort put into the early stages of your PPC campaign will allow you to fine tune it and figure out what works well with your target audience.
2. When you need to retarget your potential customers
So what if you’re halfway through your marketing campaign. Customers are visiting your page, you know there’s interest and traffic, but your conversion rates are down. What are your options? Well with pay per click, you have retargeting ads.
Retargeting ads will allow you to get your message back in front of customers that have already interacted with your website, or engaged with your social media. The great thing about retargeting ads is that you know where your customers are, and your customers are already aware of you! They’ve already come to your site for a specific reason, it’s now your job to remind them of that. You just need to put the right message in front of them.
Retargeting campaigns span across many networks, such as Facebook, YouTube, Google Ads, LinkedIn & Video Ads.. There are many different mediums which you can use to get your message back in front of your customers, so if you understand them well enough, you can pick precisely the right way to communicate with them in order for them to convert and spend money with you.
Although, you cannot overlook the fact that the landing page associated with the retargeting ad, (the web page the customer is taken to after they click the link in your ad) must address their needs immediately. If your retargeting ad is based on your target audience needing whiter teeth, and that need isn’t addressed immediately as they click on that link, well guess what, you’re gonna blow a lot of cash on unconverted clicks.
To get started with retargeting, if your customers are big on Facebook, we recommend installing a Facebook Pixel into the source code of your website which will track anyone who is logged into their Facebook account as they visit your website, allowing you to retarget them easily on social media through Facebook Ad Manager afterwards. It’s extremely easy, and is a great starting point. But just remember, the landing page needs to address the core emotional needs of your customers that made them click on the ad in the first place!
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