Are You Shooting Yourself in the Paid Advertising Foot?

paid advertisingAre you worried about throwing money out the door on online paid advertising?

You probably should be.

According to a recent blog post on Forbes.com (which cited Oli Gardner of Unbounce), up to 98 percent of paid ads are a waste of money. That should be terrifying.

When your company needs better digital marketing and advertising, it can be challenging to know if you should handle it internally or hire an outside vendor. Pay-per-click (PPC) advertising is an intricate, highly nuanced aspect of digital marketing, and knowing just how to make it work for you requires research, time and effort. Because it’s so important to digital marketing, we’re taking the guesswork out of it.

Read our quick guide to whether PPC is something you should handle on your own, or place in the hands of an expert.

PPC’s Important Place in Your Marketing Plan

What is PPC Marketing?

If you are like most businesspeople, you have spent time online and have seen the advertisements that pop up on the web pages you visit. PPC marketing is a digital marketing tactic that directs traffic to websites. The ads generated through PPC marketing can be targeted toward different demographics, bringing the warmest buyers in the sales funnel to your website to make a purchase.

What You Need to Know About Paid Advertising

PPC is pretty simple on the surface. PPC campaign creators input information into different fields of a digital form, allocate a certain amount of money toward pushing the ads, and the submit the form. Easy peasy. A major plus of having one of your employees handle PPC is that he or she is already on the payroll for something else, saving you money on extra work performed. That individual also has an inside scoop on your company’s brand, messaging and image, giving him or her an edge at leveraging those items to reach customers.

The tricky part about PPC marketing is that not every attempt works every time. PPC is evolutionary. Success comes from building on elements that work and overlaying new tactics to find the right combinations to attract customers. These evolutions mix variations of terminology, images, keyword research, industry trend research and a commitment to monitoring results, among other elements. Doing this well takes practice and experience.

Whoever is managing your company’s PPC marketing efforts needs to have the time, dedication, patience and ability to learn the ins and outs of the PPC realm in order to get top results. He or she must be willing to devote the time to research, patiently understand the analytics involved in tracking the performance of each ad, and know when or how to change the ad in the future to attract a different target audience. It’s a tough thing to figure out.

Here’s a Quick PPC Story

We once worked with a company that was spending $30,000 per month on online marketing and they didn’t even know how effective their efforts were or how to improve them. Experience is key. The question is, are you willing to pay handsomely for that experience?

Working with an outside marketing partner takes the stress involved in PPC marketing away. Your vendor will handle all of the elements for you, applying years of tried and true expertise and learning your brand to help create the best possible PPC campaigns. Experts already know how to read the analytics to see what is working, as well as what to change when the results aren’t what you want them to be. They give you or your employees back the time that would have been spent figuring out PPC for yourselves.

The Trick to PPC Marketing

Be patient with your PPC marketing.

It requires time, patience and a little bit of monetary investment. That last part should not feel onerous, though, because when PPC is done correctly, the campaigns provide warm leads and great revenue for your company.

If you are handling paid advertising for your company, and you are not seeing the results you want, do not quit! As a digital marketing agency ourselves, we’ve seen what happens when our clients haven’t known exactly what they were doing.

We’ve seen clients throw money out the window, blow through their budgets, leave a campaign running with little to no results, and be unsure completely of what’s going wrong.

We’ve also seen clients give up on campaigns too early, never actually seeing the benefits that PPC can have for their businesses.

If you put in the time and effort, PPC can help your company grow in ways you wouldn’t have thought possible.

Are you in the market for PPC or digital marketing assistance? Contact us to set up a free, 30-minute consultation to see if our proven, proprietary blend of digital marketing tactics can help you double your qualified leads.

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