Pay Per Click Advertising – Your Most Transparent Marketing Expenditure
As CMOs or small business owners the unknown can be unforgiving, the unproven could prove costly and blind gambles could potentially be career suicide. While proponents of all forms of marketing will profess the value of their vocation there is minimal disagreement concerning which marketing channel will give businesses the most transparency as to their ROI. A pay-per-click payment structure leaves no room for ambiguity; you pay the stated cost for one visitor to your site. The involvement of other variables such as how much that click cost, the placement of the ad, the ad’s messaging and the intent and demographics of the person clicking add to the complexity of PPC advertising, but skilled marketers, such as our PPC team at Verticle Leap, leverage market research and our knowledge of publishers such as Google’s AdWords to control these variables and pull the right levers to drive success.
PPC advertising used in conjunction with website analytics can give marketers an unprecedented view of the lead acquisition process from the number of people who have seen your advertisement all the way through the sales funnel to the resulting closed business. If there is a barrier in your sales funnel, whether it be your advertising messaging, your website’s content and CTAs or your sales team’s lead handling, this barrier will be exposed in a PPC campaign. Marketers of broadcast and print media may claim a high level of measurability, but PPC advertising gives you unrivaled insight into your sales funnel.
Defining PPC Advertising
Pay-per-click advertising is multi-faceted and encompasses the advertising model of the majority of advertisements online. As its name implies, the PPC advertising model is built on the foundation that you advertise on a partner or publisher’s site and you only pay when your ad is clicked. The concept is extremely easy to grasp, but there are numerous techniques and strategies to how, where and to whom your ads are served making mastery of PPC very difficult.
Paid search is the form of PPC where your ad is returned in search results on search engines such as Google or Bing for users’ search queries that are consistent with your business’ offerings. Paid search is an effective form of PPC because the searcher is actively trying to find a product or service just like yours. Put the right message at the right time in front of the right searcher and you will have effectively presented a potential solution for the searcher and revenue for your business.
Display advertising is a form of PPC advertising where you serve text and banner ads on different websites of your choice for which your target audience visits. The PPC model for display advertising is particularly powerful because you get increased visibility for your brand, yet you only pay when someone clicks on your advertisement. What other medium can offer you free branding?
Remarketing works in collaboration with display advertising and is multi-faceted as well, but there are two primary categories – site remarketing and search remarketing.
Site remarketing empowers Internet marketers to build lists or “audiences” of visitors who have been to your site or who have viewed only specific content on your site. Once these lists are built, display advertisements can be served only to those who have visited your site. This is extremely valuable for latent conversions and for specific messaging. It also lets marketers better define their target audience opposed to relying on publisher demographic statistics.
Search remarketing works very similar to site remarketing except in lieu of building your list or “audience” off of past visitors to your site you build your list off of visitors who have searched for a keyword of your choice. This is another highly-targeted PPC display strategy leveraged by Verticle Leap to help better define our target audiences and not be reliant on publisher demographic data.
Contact Verticle Leap today to whip your PPC campaigns in shape and let’s make the marketing leap together!