Advantages of PPC in Digital Marketing

A successful PPC campaign begins with a strategy.rnYou need to know what you want to accomplish.rnWhat is your goal?rnA PPC program can actually consist of many different goalsrnSometimes your PPC goals will be obvious, but sometimes this will require more consideration.rnThe most common PPC goals include:rnBrand awarenessrnProduct and brand considerationrnLeadsrnSalesrnRepeat salesrnEach one of these goals also aligns with the basic sales funnel: awareness, consideration, and purchase.rnAs an advertiser, you should closely examine the sales funnel for your business and customize accordingly.rnFor example, a B2B business may have a much longer sales cycle due to the process of researching business solutions and the internal decision makers involvement.rnIn contrast, a consumer e-commerce product could be immediate or a few hours from clicking on a PPC ad.rnLet’s take a look at each of these five PPC goals and tactics that will help you accomplish each one.rnBrand AwarenessrnPPC is often used for brand awareness to introduce and raise the visibility of a brand or product.rnAt this phase, we want to maximize visibility to a highly relevant audience, with hopes clicks will result in leading to the consideration phase.rnUsing PPC display ads can be effective if the targeting is on-topic by using keywords, topics, relevant placements, or combination of those.rnThese targeting tactics are the most general but will offer a wider reach.rnSocial media PPC ads are a good option for branding since there are so many targeting options based on demographics and interests.rnSimilarly, search campaigns with more general keywords can be effective for branding.rnFor example, if the business sells scuba equipment, potentially bidding on “scuba gear” could increase awareness of the product offering.rnThe downside of this approach is that you will often see higher cost-per-clicks and sometimes irrelevant click-throughs.rnThe best way to execute this approach is with smart keyword match types and use of negative keywords.rnProduct & Brand ConsiderationrnIn this phase, when users are considering and researching a purchase, it is a great time to reintroduce the brand with more detailed targeting and stronger call-to-action language in the ad copy.rnWhen consumers hit the considerations phase, typically their search queries will become more detailed and specific. They may search for brands and product combinations to research, compare, and read reviews such as ‘Samsung 43” TV’ or ‘LG 43” TV’.rnThis is a good time to use remarketing with banner or responsive ads to bring the consumer back to the product they viewed.rnAnother excellent form of targeting is the in-market list which is composed of users whose online behavior and action has indicated they are in the market to buy.rnLeadsrnWhen you can’t make a sale instantly or online, you want to collect leads to follow up with interested prospects and engage them in a conversation.rnCalls-to-action might be:rnRequest a demo.rnGet a consultation.rnFree trial.rnAll of these ideas are meant to entice the user to call or fill out an online web form.rnHow the lead is followed-up on will vary for each business, but now you have information that can be used for PPC customer match campaigns.rnSalesrnConsumers who are ready to purchase tend to use words in their search queries that indicate higher intent. This can include things like:rnModel numbers.rnShipping information.rnDiscounts.rnCoupons.rnFinancing.rnIt is good to have separate campaigns that address this phase by highlighting offers, guarantees, warranty information, or your return policy. This reassures consumers that your business is the one to buy from.rnMake full use of your ad copy and ad extensions.rnAlso, try cart abandonment ads and remarketing ads that show the products the user viewed.rnRemember to set up the remarketing campaigns so that they are no longer targeted after the purchase.rnTo do this, set up a “purchasers” list. Exclude that list from the campaign. You will also need it later for repeat sales.rnIf you have to run your business you need to learn about digital marketing from the best digital marketing course training. Webdesigninchennai.in is the best digital marketing training institute they provide 100% placement assurance. They provide both online and offline classes. rnRepeat SalesrnPPC is an excellent way to garner repeat sales if your product or service needs replacement, maintenance, accessories, upgrades or other product cross-sells or up-sells.rnIn designing the repeat sales approach, ask a few questions:rnHow long does the product last or need to be replaced?rnIs there a new and improved model coming out?rnDoes the consumer buy multiples?rnAre there opportunities to cross-sell accessories or complementary products?rnWhat would motivate the consumer to re-purchase from you? Brand loyalty? Fast shipping? Unique features?rnUse PPC remarketing and customer match to re-engage previous customers with messaging aimed at what would motivate them to purchase from you again.rnSimilar to the sales phase, coupons and discounts are always good motivators.rnConclusionrnA solid PPC account should include numerous goals designed to reach and lead the consumer down the sales funnel to purchase.rnIt might be helpful to outline this in a chart that contains goals, keywords themes, key messaging, and landing page to get organized and ensure all of the bases are covered.rnAfter launch, review the results and determine how to optimize and allot budgets.rnCheck the “Attribution” section of the PPC platform or analytics to see campaign paths and assisted conversions to help guide moving forward with a successful account.