It’s no secret that the internet is taking over everything, and this includes marketing. There are several means of digital marketing. You could focus on Search Engine Optimization (SEO) to put yourself in front of customers looking for your services. Another avenue at your disposal is content marketing. You can harness the power of social media for your marketing, and of course, everyone knows about pay per click ads.
Pay per click ads have made a lot of companies a lot of money. But, a lot of other companies have wasted valuable marketing dollars trying to make pay per click ads work for the wrong kind of business. If you’re trying to expand your marketing efforts, you’ll need to see if pay per click advertisements are right for you.
Every business wants more customers, but the fact is, those extra customers won’t do you any good if you’re not ready for them. If you’ve been suffering from slowed sales, you already know you can handle the increase. However, if your sales team already struggles on follow ups with prospects, or you don’t have the resources to increase production, it may not be a good time to pursue pay per click ads. Too many customers sounds like a problem we all want, but the fact is, it can hurt your image, which will end up hurting your sales long term.
Who you’re targeting plays the biggest role as to whether pay per click ads will work for you. If you’re going to maximize your click-through rate, you need to know your audience. The more targeted you can make your ads, the more likely you are to see a return. For example, if you’re a local business looking for local customers, you can use geotargeting to get the right people. This will maximize the chances of a successful conversion, also called "Conversion Rate Optimization"
On the other hand, if you’re more interested in a broader campaign to build brand recognition, pay per click ads may not be the way you want to go. Other options, like cost per impression campaigns may be better for you.
And of course, when you’re considering your market, you’ll need to factor in customer value. Your ad clicks have to be worth the cost. For example, if you’re paying $2 per click for a product that only costs $3, then you’re not going to make money off your pay per click ads.
Pay per click ads can be great because you don’t have to make a huge commitment to try them out. However, you’ll still need to define a budget, and there are things besides the ads you’ll need to account for. The landscape of pay per click ads is constantly changing. If you don't want to keep up with those changes yourself, you'll have a firm to do it for you. You’ll have to keep these costs in mind, and balance them with the cost of keywords in your industry. Some industries have extremely expensive keywords, and you want to avoid bidding wars.
Chances are, if you want to maximize your marketing efforts online, you’re going to need to branch into all the aspects of digital marketing. If you have high organic search rankings alongside your pay per click ads, it will add legitimacy. With a quality content marketing campaign, people may already know your name. If you’re looking for a digital marketing firm that’s strong in all the areas, call Nimbus Marketing at (310) 486-1154. You can also visit the website to see how Nimbus Marketing can help you rise the to the top.
Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.