A PPC campaign is the quickest way to get a new customer on board, but it can be expensive and become ineffective if not managed properly. A good paid media campaign consists of three stages:
1) Audience Research
2) Strategy Planning
3) Campaign Execution
The first step in determining whether or not it’s time for a PPC campaign is assessing your audience. You need to know who they are and what they are searching for. One way to do this is by conducting keyword research and determining search volume as well as competition level. The second stage is the strategy planning stage where you determine which keywords you want your ad to show up under, how much you want to bid for each keyword, what your budget will be, and how long you will allow the campaign to run.
The real question, however, is when do you know it’s the right time to run a pay-per-click campaign?
Your Organic Search is Flat or Falling
Running a PPC campaign can help you bring in more traffic and show your ads to potentially interested customers.
A PPC campaign will allow you to reach people who have not yet heard of your company. This is especially important if your organic traffic is falling or if you are new to the market. You may have capped your potential in organic search, and a good way to increase business is with a PPC strategy.
Struggling with Lead Generation
If you’re struggling with lead generation then you should run a PPC campaign. This will help you acquire new leads and allow for a large number of conversions. And this is because PPC campaigns are easy to set up and require minimal involvement from the marketing team.
Paid media is the ultimate lead generation channel. You can create specific audiences of who you want to target. It’s the easiest way to reach your target audience with marketing materials.
You Realize You Should be Running Paid Media and SEO at Same Time
When it comes to digital marketing, the two most important aspects are SEO and PPC. They work together to provide a complete picture of your content by showing your page rankings in search engines as well as how many people are clicking on the links your site shows in paid advertisements. Running both strategies at the same time can get you dominating the search results by showing at the tippy top in ad positions and directly under them in the organic positions for keywords you want to target.
Paid search engines rank well for keywords that have high commercial intent – that is when a person is searching for products and services. It’s not just about displaying ads when people are looking for things they want, though. Paid advertising also allows you to reach people who weren’t actively looking but still might be interested in what you offer.
