The benefits for your business
It’s a question I have been asked a lot over the years, some brands feel that since they don’t have the capacity to sell their product online or need the customer to talk to them directly for the good of the customer experience. Each brand is different, each service is different and each owner is different though I still think PPC search can enhance any brand. Even with question marks over the major players like Google, Yahoo and Bing – on how they regulate themselves and how they use your information – there is still lots of opportunity for brands who have a clear strategy and structure.
Even if you don’t think it is worthwhile now – it will be in 5 years. Smartphone penetration and the erosion of offline communication means that all consumers will have no choice, but to be online. Now is the time to set your PPC plan in place.
People are looking for your product right now
90% of Kiwis use Google. What they use it for varies, but you can find out easily if they are looking for your product or service by looking up Google Keyword Tool. It will give you an estimated number of searches and how much it can potentially cost to run a PPC campaign. Sure your competitors are there as well, but they are in every other medium as well and here you know for certain that these people are all potential customers.
PPC SEM is accountable
You can see how much traffic, sales or leads PPC drives to your site. You can monitor and track all of this data through your PPC account as well as your analytics which can give succinct insights. If you have a budget you need to stick to, you can make sure your return on investment (ROI) works for each product or service you have – if it doesn’t work reduce it. Search can be scalable as well, many of my clients have been able to increase their budget spend and have seen similar if not higher increases in sales.
Its cost per click (CPC)
You only pay for clicks not impressions, which means you can cover a huge amount of search terms or you can be very specific, only focusing on some key terms that best reflect your product or service. You can schedule your activity to run on certain hours, days, weeks or just for a weekend to cut down on cost.
You get the message you want out there
Organic results (non-paid) tend to be fairly straightforward for the majority. You search for something and the result pops up with basic information and to change it, is time consuming from an SEO perspective. Using pay per click search, means you can put a message in front of a searcher that best sums up what you want to say about your product or service. For example, if you are having a sale – you can make sure that everyone knows about your sale but also the length of time, the percentage amount off, the extras that you are adding in – a whole host of information that gets you ahead of your competitors. If you don’t have a sale but you know your service or product offers more than you competitors then you can put those points of difference in the text. The message is completely tailored to entice the person that is looking for your product or service – the more compelling the better.
PPC complements your other marketing channels
It does. If you are using online display then you can retarget searchers with ads who have landed on your site through search – send them special offers or inform them of upcoming stock clearances or new arrivals. If you use newspaper, radio or TV – consumers are now using search in tandem with these ads to find out more about your brand, product or service. An easy thing to do is have a search term included in those ads that you know people will search for – and the best part is that it will be easy to measure. Surely you have searched for something online after seeing it somewhere else?
PPC search is something that is going to become part of our ability to consume products and services and will be for the foreseeable future. Now is the time to start understanding how it can work for you.