PPC (Pay Per Click) Management
Leveraging DSP Channels for Profits
PPC Management (Pay Per Click) can be an effective tool to generate leads (and ultimately sales). But understand that Demand Side Platforms (DSP) aren’t in business to see you get conversions. They sell the opportunity to advertise your product and get a sale, not necessarily getting you a sale.
This entire process started with Google and the promise of the right ad in front of the right audience member, ready to buy. That’s still true, but the game is considerably harder than it was a decade ago, and market share (and sales) are considerably hard fought against competitors using cutting edge programs to optimize bidding patterns and refine where ads are seen. There are no “blue ocean” spaces anymore.
That’s why PPC Management is essential. All DSP’s will spend your money – that part is pretty certain. Whether or not you invest that money to generate more revenue is predicated on the skill and craft of those managing it.
Pay Per Click Management
PPC (pay per click) advertising gives you the opportunity to pay for top positions on search engines and appear on relevant partner websites. Pay-per-click marketing delivers instant traffic and offers many ways to compliment an existing SEO (search engine optimization) strategy by testing keywords, business models, and marketplace verticals, and it allows you to develop your overall Internet marketing strategy, and any SEO plans armed with facts, not assumptions.
One of the reasons PPC is so straightforward is because you know exactly where your dollars are going, and you only pay when an interested party clicks on the ad. This is different than traditional advertising offline, where you spend X amount of dollars and hope your target market actually engages with the ad, but you never really know.
Imagine walking into a store and as soon as you walk-in, you find what you were looking for. This is how PPC advertising works. Your advertisements appear above the search results. Your PPC advertisements are the first thing searchers will see after typing in their search query. You are more likely to convert search traffic because you are one of the first options. Paid clicks outnumber organic clicks by nearly 2 to 1.
Traffic to these ads can have exceptionally high conversion.Why? Because people are actually searching for the problem you advertise a solution. You can “pull” traffic to your business. You do not have to “push” out advertisements to persuade people to buy. Search traffic is already interested in your products and services.
PPC Supporting Sales & Marketing
PPC advertising will give you an advantage over other forms of advertising. This is because of the immense data that PPC advertisers have at their discretion. PPC advertisers can advertise to their email contacts, website visitors, or people who visited their store. This allows you to not only acquire new customers but to increase repeat purchases from previous buyers.
PPC advertising will increase your customer attribution. An attribution is a number of times your audience sees your brand. The more times they interact with your business, the more likely they will convert. PPC advertising will help you increase your touch points with your audience and leads to more conversions in the future.
While PPC advertising has tremendous power and potential, the demand side platforms (DSP) are tools – not robots that will automatically figure out how to get you the most sales.
Effective PPC management is a craft and a skill that requires experience. PPC campaigns fail because of the skill and strategy of those who design the campaigns. It’s harder than you think – targeting is not easy. Interpreting the results of the conversion path analytics – is not easy. Adjusting campaigns to find the “sweet spot” where market share is maximized and advertising spend is optimal – isn’t easy.
PPC media channels are more than happy to spend your money. It can be spent in the blink of an eye. When you hire a PPC agency you benefit from an entire team of PPC professionals to work on your campaign. Would you rather put your success in the hands of one single person that lacks experience or and entire team that can brainstorm and use their input and knowledge to really make your PPC campaign perform well?
The difference between success and failure in PPC management is simply knowing what to do, and what not to do. Our agency’s personnel are skilled experts in PPC, recognized by Google and other media channels, for their performance. PPC is a powerful tool – but only in the hands of skilled artisans.