Before we get started here, let’s set the record straight. This article is completely biased. This is coming from someone who lives and breathes pay-per-click (PPC) advertising. There, glad we got that out of the way.
Now, you are probably wondering why exactly PPC is so awesome. I have come up with my five favorite things about pay per click advertising. Sure, I am leaving a few out, but you can’t just have a list of 15 favorite things. That is like saying every food you put on your plate at Thanksgiving this year is your favorite. If I can speak candidly here for a moment, all Thanksgiving foods have their time and place. They can’t all be the cheese ball, ham, cheesy potatoes, stuffing and pecan pie.
I will now stop thinking about food for a moment and tell you the five things that make PPC the Bomb Dot Com.
Geographical Targeting: While all types of media can be targeted, PPC has one of the most extensive sets of targeting options. With other traditional media types, you target on the DMA or city level. With PPC, you can go way beyond that. Is your business or product only specific to a group of people living in a certain zip code? Great! You can target only those zip codes with PPC, and eliminate all the extra spend for advertising to people who are less likely to visit your business or buy your product because you don’t have to advertise to zip codes you don’t service.
Tracking: With the right set up in place, you can tell where every click came from. Was this person on an iPhone? What did they specifically search to see your ad? Did they buy anything? How much was it? How much money did you make off of that purchase/click? You see where I am going with this. The tracking elements available here are one of the things that set PPC ahead of the pack when it comes to marketing.
Audience: The basic concept of PPC is that you are only showing your ads to people who have searched keywords that you have in your account. Right out of the gate you have your audience narrowed down way more than most other marketing tactics. Add that to the fact that these people are actively pursuing your product, and you have a winning combination.
Cost: I won’t bore you with this one. It is literally in the name. You only pay when someone clicks on your ad. There is no wasted spend here, which makes PPC a must when making sure you are spending your money wisely.
Instantaneous Adjustments: A PPC campaign can be turned on and off with the click of a button. This makes it very easy to update ad copy, landing pages or keywords on the fly. Not only can you adjust elements of the campaign in an instant, but you can increase or decrease your spend at the drop of a hat.
There you have it, my top five reasons PPC is the Bomb Dot Com, as well as my five favorite Thanksgiving foods all wrapped in to one post. (As a side note, I also enjoy pumpkin and apple pie.)
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