Flowers are blooming, the sun is shining, and new business opportunities are sprouting into view. Now all you need is the right marketing strategy to ensure those opportunities help you achieve business growth, too.
According to Forbes, pay-per-click advertising is 50 percent more likely to help companies make a sale, compared to organic leads.
Here are 10 ways pay-per-click advertising services can help your company blossom to its full potential!
1. You Plot the Entire Garden
When it comes to your business (and how you spend your money), you want to maintain control. With paid advertising like Google Ads, you can decide everything from the keywords to the budget.
You can also decide which keywords or ad groups to give a little more attention to. As you water and tend to these stronger ad groups, you can cultivate the ads most likely to sprout results.
Unlike print advertising, you have total control over every detail of your digital click ads. That control allows you to make changes on the fly from your phone or computer—whenever and wherever you want.
This also means you can tend to whichever trends are in season. That way, you’re taking control of your advertising and cultivating it for optimal results.
Learn more about PPC and taking control of your online advertising with our beginner’s guide.
2. Timed for Maximum Sunshine
Some plants bloom for the moon, while others thrive under the sunshine. With digital ads, you might realize some of your keywords behave the same way.
With pay-per-click advertising services, you can time it so your ads show at the best possible time. That way, you’re optimizing your results and cutting back on wasted spend.
Unlike print ads, PPC ads also display while people are searching for your product or service.
That means they’re already in research mode and potentially ready to buy.
This perfect timing allows you to take advantage of the buyer’s journey. Your PPC ads will blossom into view based on a person’s keyword searches, previous interests, or buying habits.
As a result, you’re timing it right and helping your company blossom, too!
3. PPC Fertilizes Your SEO
Like sunshine and spring showers, PPC and SEO partner up to make the most of your advertising efforts. Together, they can help illuminate your company and help you shine in front of potential customers.
Your search engine optimization depends on content that appears relevant to your target audience. With pay-per-click advertising services, you can create campaigns that feature these same keywords.
As you attract traffic to these pages, Google will recognize your content as a relevant resource for your target audience.
This will boost your SEO ranking for these pages, so you appear higher in search results.
Discover how SEO and PPC thrive off one another with this guide.
4. Dig into Targeting
Print materials such as billboards and flyers display to just about anyone—whether or not they’re your ideal customer.
With PPC pay-per-click ads, on the other hand, you can dig into the targeting settings. That way, your ads only display to the people most likely to buy your product or service.
These settings include demographics such as age, gender, household income, and more. You can also target based on previous search keywords, topics, and the website pages someone visited.
When you dig that deep, you can show your ads to the people most likely to become a customer. That way, you’re saving money and boosting sales.
5. Rooted to Your Business Goals
According to a survey, 45 percent of small businesses use pay-per-click advertising services for their advertising. These small businesses are able to align their PPC campaigns with their personal business goals.
For example, a restaurant would want to produce more foot traffic and improve their brand awareness. A flower shop, on the other hand, might want more online purchases or phone calls.
With PPC, you can cultivate your campaigns to achieve specific goals.
That way, your campaigns are rooted with these goals and blossom the results you’re aiming for.
6. Branding Blooms
Rain or shine, your PPC ads display online to attract website visitors. That means more people are seeing your content, company name, logo, and your overall brand.
The more often someone sees your brand, the more likely they are to remember it.
Unlike a flyer, which people might glance at and toss away, PPC ads stick around. That way, you can plant the idea they should choose your company into their minds.
Eventually, this will bear fruit in sales and brand loyalty, helping your company grow.
7. Thriving Conversions
Since PPC ads display when people are in the mood to make a purchase, they’re also optimized for conversions.
Using dedicated landing pages and strong ad language, you can lead potential customers toward a form or your online shop.
Then, you can watch leads blossom into a bouquet-worth of sales. Now that’s flower power.
8. Watch It Blossom
It’s not enough just to let your campaigns soak up sunlight and grow on their own. They need a little tending to from time to time.
With PPC, you can study the results of your campaigns. That way, you can make smart, informed decisions.
Then, you can adjust campaign settings so they’re optimized for more results.
9. Nutrient-Rich ROI
Instead of blowing your advertising budget on flyers that may or may not lead to sales, pay-per-click advertising services help you rake in leads.
When you optimize these campaigns for the most results, you’re also improving your return on investment. That way, your spending your budget where it matters most.
10. Weed Out the Competition
With PPC campaigns, you can get in front of customers before competitors can.
That way, customers see—and choose—your company first. Once your ads reach the top of the page, your company will also appear credible, making you an authority in your industry.
Then you can weed out the competition and help your company thrive.
Spring into Action with the Benefits of Pay-Per-Click Advertising Services
With these 10 benefits of pay-per-click advertising services, you can uproot opportunities and help your company bloom. Watch those leads sprout and conversions blossoms with an effective PPC strategy!
Unearth more PPC management strategies with these bountiful resources!
Well into 2019, pay per click (PPC) advertising is alive and kicking.
It’s still a go-to digital marketing strategy for reaching specific goals. In a nutshell, it gives you a chance to get your products and services in front of online customers.
Businesses of all shapes and size leverage it to improve sales and spur business growth. If you are wondering how does pay per click work, we got you covered.
In terms of capturing traffic, PPC is a faster alternative to SEO. You basically buy your visits rather than earning them organically over time. There are various pros and cons related to this practice.
If you want to successfully implement it, you have to do your homework. Diving in unprepared is not an option. There are many moving parts to grasp, ranging from keywords to adverting platforms.
So, let’s find out how to pull it off.
Pay to Play
PPC is a great way to respond to sudden ups and downs of market demand.
The basic idea is simple. You target people who presumably want your offerings. You try to do it precisely at the time when they want them.
For instance, you can display ads on a website relating to your business or in specific search engine results (SERP). The beauty of it is you pay for actual clicks people make. In this way, PPC differs from some similar strategies like pay-per-view or pay-per-impression.
The interaction that springs ads is different.
What does this mean in practice? Well, more often than not, you can drive sales and conversions without breaking the bank. Indeed, PPC tends to be a sound marketing investment associated with a high ROI. Official Google statistic claims people make $2 on every dollar invested in Google Ads.
The ROI is proportionate to the amount of effort you put in your campaigns.
So, How Does Pay Per Click Work?
Before you start developing campaigns, you need to know a couple of basic things.
First off, bear in mind you cannot spend more money to elevate your ads above the competition. Ad auction is an automated system, which assesses the relevance and validity of ads in SERP. You bid for specific terms (keywords) you want to use as triggers for ads.
Algorithmic calculations take place after a user submits the query. This complex, yet lightning-fast process determines what ads will show. So, there are no guarantees whether and when your ads will reach customers.
Once a click does occur, you pay the agreed amount from your budget. When the budget runs dry, Google seizes to display your ads.
One key lesson to draw is the importance of bidding for keywords that reflect your offerings.
There are many keyword tools that streamline and inform your selection. Likewise, analytics platforms give you insights into top-performing keywords, conversion stats, ad performance data, etc.
With their aid, you can steer clear of negative keywords and other resource-sapping pitfalls.
Weighing Your Options
Note there is no single PPC avenue to explore.
Choices usually boil down to two options: Google Ads and Social Media Advertising. Google Ads is the undisputed market leader. This comes as a small surprise considering search engine behemoth occupies 98% of the web.
Its reach is unmatched all right, but this doesn’t mean it’s a one-size-fits-all solution. You would be wise to get familiar with other types of advertising. Three staples of PPC are: display advertising, remarketing, and paid search (including local search).
As we indicated, paid search advertising is the most common. It involves ads that pop up in organic results when queries with commercial intent are detected. They usually occupy the top and right section of the listings.
With a subset of local search ads, you follow the same framework. In addition, you are able to capitalize on one prominent trend.
We’re talking about the rising number of internet users looking for local business products and services. Most of them use the Google search engine or Google maps, where geographically-focused ads draw their attention.
This kind of local advertising is a rather precise method of deploying ads.
A Wide Spectrum of Choice
Contrary to that, Google Display Ads float around the vast digital ecosystem.
They exist across 2 million websites and 650,000 apps. The process though is similar to paid search. You have to set a budget, pick a format, and choose a target audience.
The difference is a variety of payment models. Apart from cost-per-click, you can go for cost-per-thousand-impressions and cost-per-acquisition package.
Furthermore, remarketing ads aim at people who already came in content with your digital real estate. In other words, these ads focus on a specific audience, people who expressed internet in your brand.
Hence, a tailored remarketing strategy enables you to reconnect with and steer them toward conversion.
Finally, we have social advertising, another approach based on audience refinement. Here, the key decision is what network to prioritize. You cannot afford to spread yourself too thin.
Facebook still has the most monthly active users and is usually a safe bet. That being said, other networks could make more sense for your specific business case.
For example, if you operate in a B2B industry, LinkedIn is probably your best shot. On the other hand, YouTube is a platform of choice for video ads.
You get the point.
Making the Most of It
With the right knowledge and tools, it’s possible to craft highly specialized and time-sensitive PPC campaigns.
You can break into new markets and outmaneuver your competition. But, profit isn’t just there for the taking.
There’s a real risk of wasting your time and money. Effective PPC advertising always involves a whole lot of management and optimization on your part.
You cannot afford the “set up and forget” mentality.
Instead, do your research and evaluate the level of competition. Work out your buyer personas and set tangible and realistic goals. Establish clear performance indicators for measuring success.
Know what outcome you want ads to lead to. Do you seek to drive more traffic, improve conversion rates, or simply boost visibility? Only after careful deliberation can you initiate the execution stage.
Write compelling ad copy and calls to action. Make sure content on your landing pages matches the ads. Secure keywords your audience searches for.
Finally, remember PPC shows full potential in combination with other marketing strategies. Employ it to complement your SEO, social media, and content marketing.
SEO is particularly important as a digital foundation. Unlike PPC, its results do accumulate and persist over a long haul.
Achieving Success One Click at a Time
Again and again, PPC is proving fruitful for digital marketers.
It’s your opportunity to dominate the booming internet highways. There, you can put visible branded signs and direct traffic before your competition does it.
To make it happen, however, you have a lot of ground to cover. Knowing how does pay per click works is a good starting point.
We would encourage you to embrace a data-driven, target approach and eliminate guesswork from the process. Be realistic about your prospects— confirm you have the bandwidth to manage campaigns.
Instead of going all scattergun, cater to a specific target audience. Optimize your campaigns for maximum conversions and ROI. Play by the rules of internet powers that be.
Avoid using PPC as a sole and isolated tactic. Ensure synergy between your digital marketing mainstays.
You can contact us for more insights. We can help you seize lucrative opportunities and stay ahead of the competition.
Gone are the days of phone books and library research when we want quick access to information. Instead, the great expansive Internet has us covered.
According to the Pew Research Center, 92 percent of adults online use search engines. Without the right combination of marketing strategies, however, your website won’t display among the millions of possibilities.
Thankfully, PPC advertisement, ad management, and SEO keywords thrive off one another. With this combination of strategies, you can set your website at the top of the page, reach more customers, and grow your business!
Here’s our guide to using this marketing trio to help you gain more website traffic.
Pay-per-click, or PPC advertisement, allows you to post targeted ads on search engine results pages. These ads numerous targeting methods, including keywords, demographics, topics, and ad placement.
That way, you have control over where your ads show, and who they show to.
Each time someone clicks on your ad, they’re directed to your website. From there, the lead can convert by making a purchase or filling out a form.
That’s the goal: to turn website visitors into paying customers.
PPC advertising allows you to get in front of your customers while they’re searching. That way, they’re already in the buying mood.
Since PPC advertising is a data-based strategy, you can learn from your campaigns to improve them. That’s where ad management comes in.
While SEO strategies are free, PPC does require a marketing budget. You can control how much you spend each day and per keyword. However, without the right strategies and proper ad management, it can get costly.
Check out our beginner’s guide to PPC to learn more about this marketing strategy.
Once you have your PPC advertising set up, you need to adjust and optimize your ads. Ad management involves fine-tuning your campaigns so you get the most bang for your buck.
While PPC advertising gives you a lot of control, it’s important to know how to use that power. Optimizing your campaigns requires a lot more than turning off expensive keywords.
Instead, you can allocate more of your daily spend to the devices and keywords that perform best. That way, you’re focusing on areas that hold the biggest opportunities without cutting off an audience.
To keep from wasting away your budget, an ad manager needs to review your recent search terms. These terms will tell you what your website visitors searched before clicking on your ad.
However, some of these searches may not reflect your product or services. For example, a marketing company wouldn’t want to show up for “fish market.”
To avoid this wasted spend, the ad manager can add negative keywords to your campaigns. That way, your ads don’t show up for those keywords.
You can also optimize your ads by looking through the data. That way, you can prioritize keywords with high clicks and conversions—the ones more likely to make sales.
With these adjustments, you can fine-tune your PPC advertising for the best possible performance.
Unlike PPC advertising, SEO is a free strategy. However, SEO doesn’t always provide PPC’s immediate results.
Instead, SEO, or search engine optimization, is a long-term strategy. SEO also offers less data, unless you’re familiar with Google Analytics.
For a strong SEO strategy, you need to do your research. Determine what your target customers are searching, then use those keywords in page content and image optimization.
Using the right tools can keep you a step ahead of the competition. Using Keyword Planner and Google Trends, you can determine which keywords have the best search volume.
Then, you can check these keywords to see how competitive they are. By choosing the less competitive keywords, you can focus your SEO content on the pages you’re more likely to rank for.
There are other SEO strategies, such as setting up a schema and local SEO such as a Google My Business listing. Together, these strategies will give you organic listings on search engines results pages.
All Together Now
So how do PPC advertisement, ad management, and SEO keywords thrive together?
Successful ad management requires regular changes, including negative keywords, budget adjustments, and altered bids. With a keen eye, managing your ads will improve your overall PPC advertising efforts.
As your PPC advertising campaigns succeed, your website traffic increases. That increased web traffic shows Google that your content is relevant to specific search terms.
As a result, your organic SEO will get a boost. SEO improvements then increase your website ranking, putting you in front of even more customers.
According to Forbes, search results that show on the second page receive less than six percent of all website clicks. With a higher website ranking, you can gain more website visitors—and stay ahead of your competitors.
Together, your PPC advertising, ad management, and SEO keywords can give your website ranking a major boost. In addition to placing you above competitors on search pages, this higher ranking also gives you more credibility with customers.
Here are other ways this trio can benefit your company:
- Increased brand recognition
- Appear as an industry authority
- Precise audience targeting
- Improved return on investment
- Increased reach, meaning less missed opportunities
- Data from PPC helps inform SEO decisions
PPC advertisement, ad management, and SEO keywords thrive a lot better together. With all three, you can keep your business moving forward!
These marketing strategies are a perfect match for increasing your website traffic—and as a result, your potential sales as well!
Make a Match: How PPC Advertisement, Ad Management, & SEO Keywords Thrive
Now you know how PPC advertisement, ad management, and SEO keywords thrive off each other! With these tips, you can develop a strong marketing strategy that effectively boosts your business and gets you in front of new customers.
For more advertising strategies to increase your website traffic, check out our blog!
Do you know how many businesses around the world use Google to drive sales to their companies?
Google reported in 2017 that approximately 1.5 million companies use their advertising platform every year. This advertising has led to sales in the billions.
But how do you get in the action? The digital advertising landscape can be daunting for someone starting, but there are things you can do when starting to get off on the right foot.
Keep reading to learn what paid to advertise on Google is and how you can do it right.
What is Pay Per Click Advertising?
Pay per click advertising is a form of digital advertising that allows you to show advertisements to consumers on websites.
Advertising networks have an inventory of websites that sign up to their program to run their ads. When you purchase advertising through a network, your ad will run on related sites to drive traffic to your website or landing page.
What Types of Ads Can You Run?
There are three main types of advertisements on the web. Here are the kinds of ads you can run.
Text ads show up as a link and a few sentences about your product and service. They typically appear alongside other text advertisements that were purchased from other companies.
Image advertisements typically show up in the same places that you find text ads. You will usually have the ad space to yourself which allows you to grab the attention of the website visitor better.
As the name implies, video ads will show a video to the people you are trying to reach. You can find these ads more commonly on video platforms like YouTube.
But, some websites allow video on their sites. Usually, these are set to play on user interaction, so there is no guarantee the user will see the advertisement at all.
How Does Google Auction Work?
The Google auction is the process you go through to buy ad space.
You set up your campaigns by bidding on keywords. For each term you want to target, you will set the price you want to pay.
Google then takes this and compares it with the prices set by other companies and distributes ad inventory based on who pays more.
After that Google will determine the quality of your ads. Your ad is assigned a quality score after being run which is then factored into your ad positioning in the search engine.
The final factor for the Google auction is the quality of your landing page. Google wants this page to be relevant to the ad so it will rank it on quality and adjust your ad position accordingly.
Tips to Help You Get Started
Getting started on Google ads doesn’t have to be difficult. Below you will find a few tips that will help you launch your first campaign and scale it to be profitable.
Use the Google Adwords Keyword Planner
The Keyword Planner is a tool provided by Google that will give you statistics on the various keywords you can target with ads.
It provides statistics like search volume, the average cost per click, trends, and competition. You can use this information to find new keywords to target with advertising and figure out how much to bid for your campaign.
Run Multiple Ad Sets
Chances are a large number of your campaigns won’t be adequate. Nothing you do will be optimized when you first get started.
You need to figure out what works, and this happens when you test multiple ads to see which one performs better.
Once you track your best performers, turn off the ones that don’t make money and focus on optimizing your winners.
Read All Your Reports
If you just set up your ad and don’t do anything, you will never get anywhere. Read all your reports to learn how your ad is performing.
Google also provides free analytic tools for your website which can track conversions. You can use these reports to figure out what ads are leading to the most profit.
Test Different Titles and Descriptions
Consumers don’t react to words the same way. You should test your headlines and descriptions to see which ones elicit the best response for your advertisement.
Your words should be simple and entice the consumer to take action.
Use Different Ads for Different Demographics
Knowing that consumers react differently to words, we can take things one step further. Separate your advertisements based on demographics like sex, age, location, and interests.
By doing this, you can craft your marketing to better fit the people seeing it.
Test Your Budget
Even if you follow the Keyword Planner for your ad budget, you may still not be getting good results from it.
Try experimenting with your budget to see if it allows you to reach more people. Your quality score can also play a factor here. You could get away with a lower budget if Google thinks you are providing excellent value.
Use A/B Testing
Once you have your winning ads, it’s time to optimize them to get the most profit out of them. A/B testing an ad means changing small things about the ad and then comparing the results at scale.
Even small changes can make a difference. You might think that half a percent increase may not be worth the effort, but when you apply this to a large enough volume, you can see a noticeable improvement in success.
Add in a few of these changes, and you can increase your conversions by several percent if you are productive with your testing.
Advertising on Google: Final Thoughts
Advertising on Google can be very profitable when you learn to do it right. Chances are you will struggle at the beginning to see ROI on your advertising. But, once you determine which of your advertisements perform the best, you can keep putting money in and see conversions roll into your store.
Are you trying different conversion strategies to get more out of your digital ads? Check our conversion guide for more tips to get the most bang for your buck.
In an ideal world, your company would be getting organic traffic constantly flowing to your website. But with the overwhelming amount of competition out there in the digital landscape, that’s not a realistic strategy to be relying on.
So, what now?
One great option that more and more companies are utilizing is PPC advertising.
But you don’t want to just throw money at advertising without some careful strategizing. What are the best pay per click advertising strategies out there?
And will they work for you?
In this post, we’ll go over what PPC (pay per click) advertising is, and the best strategies for using it.
Sound interesting? Keep reading for more information!
It’s All About the Keywords
PPC begins when you match your ad with specific keywords and then bid on them.
The tricky thing is that your competitors are also doing their keyword research, and then bidding on those same keywords.
One method to increase the effectiveness of your bid is to simply outspend your competition. And obviously, you’re aware that this is an advertising campaign, meaning you’ll need to be spending some money.
But you also don’t want to bid on keywords that aren’t going to be the most helpful for you. So use the Google Keyword Planner.
It gives you keyword suggestions, which you can then choose from to land on ones more effective for your business.
And be brainstorming while you do it because if you are prompted to think of a keyword that Keyword Planner isn’t suggesting, you might have hit on a word combination or phrase that your competitors aren’t bidding on yet!
Focus on Customer Value
Imagine you were shopping around for the best PPC methods. Would you respond to a link that simply said “PPC Methods Help”? Maybe.
But if you saw a link that immediately made you think it would add value to your business, like “Increase Your Conversions” wouldn’t you be more likely to click that one?
The same is true for your PPC campaign. Instead of just using keywords that highlight you and your business, choose ones that people will see and associate with adding value to them and their business.
It’s not about what they get, per se. It’s about how your business will make their life better.
What are the organic search results that have led people to your website previously?
Sure, some of them were short keyword phrases. But odds are decent that some were more specific, longer phrases.
Think, for example, of the difference between someone searching for ‘plumbing help’ versus searching for ‘leaky faucet help in Topeka, KS’.
If you own a plumbing company in Topeka, you’re much more likely to rank highly on the search results with the latter search.
So, reverse that thinking when it comes to your PPC keywords. Don’t settle for only short phrases and word combinations.
Test out long-tail keywords in Gooogle Keyword Planner. You might have a better chance of finding a keyword phrase that your competitors aren’t using nearly as much!
Calls To Action
A call to action, often referred to as a CTA, is one of the most important elements of modern day advertising. This is certainly true in the case of Internet ads and PPC.
And the point of showing how your product or service will add value to their lives is to get them to convert into your customer. So, take advantage of the groundwork you’ve laid and ask customers directly to do something.
Maybe it’s to sign up for something, or to download something, or to start a 30-day trial of your product. Whatever the ask is, be clear and concise about it.
A CTA should be compelling and it should highlight its value for the customer. And it should also add to the momentum that was created by all the copy leading up to it.
And it should be a phrase or sentence that actually leads people to take action.
Often that comes in the form of creating urgency. If the CTA implies that they will only get a certain product or deal if they click through at that moment, it’s much more likely to work.
Use All Parts of the Funnel
Those familiar with the concept of a sales funnel know that there’s an accepted set of steps that lead to the conversion of a customer.
Since PPC campaigns usually target people who aren’t aware of a product, that’s usually where they are applied. Which makes sense.
And at that stage, it’s a good idea to use keywords aimed to reach people who aren’t at all aware of your business.
But a good method of PPC is to also target people in the later stages of the sales funnel too.
For example, you can bid on keywords that are aimed for people in the ‘commitment’ stage. It might be exactly what they need to convince them to take the final step and become a customer.
Once your PPC campaign is in full swing, it’s important to check in with it to see if it’s working and if anything needs tweaking.
If you are having success with your current keywords, for example, you could choose to add new ones to the mix. In that same vein, you can take any terms that aren’t converting for you, and switch them to negative keywords.
You can also take this time to improve your CTR (and your Quality Score). One good way to achieve this is to split up ad groups into smaller pieces. And each one will be more relevant than they previously were.
And finally, you can take any under-performing keywords out altogether, especially if they are more expensive ones.
The Best Pay Per Click Advertising Strategies
Hopefully, this post has given you a sense of the strategies available for the best pay per click advertising possible.
If you take the time to utilize them, you’ll be getting the most out of your PPC campaigns, and converting more customers than ever before!
If you have questions or want to know more, contact us today!
There’s a wealth of content out here on the internet, and it’s an amount that’s steadily increasing every day. Studies have shown that hundreds of new websites are created every minute.
With so much out there for the average web browser to look at, it can be hard for your business to stand out. It can be a challenge getting a browser to even hear of your company, much less visit your site.
That’s why the marketing plan for your business is so essential. You need to properly use the resources at your disposal to stand out from the crowd and draw people in. A pay per click marketing plan, properly executed, can do exactly that.
Read on, and we’ll walk you through everything you need to know about how to create a marketing plan.
Developing a Marketing Plan
You’re serious and determined about getting your business to stand out in a crowded marketplace. You’ve committed some time and money to this goal. Great. Now what?
Most business owners don’t know how to start the process of developing a marketing plan. Planning paralysis tends to take over. But the reason is that you don’t have the information to feel excited and educated about putting your plan together.
That’s why you need to take the time to do some research and evaluate. Take an honest look at your business and your goals. Where are you currently at in terms of your reach, and where do you want to be?
Set aside a marketing budget that seems in line with the ambition of your goal. Take time to analyze current industry trends, your competitors, and your audience.
How are competing companies positioning themselves in the market? What strategies or tools are they using? What does your intended audience seem to respond to best online?
Many business owners get antsy when developing a plan, but this research can be essential to your success later on.
When calculating your marketing budget, consider a return-on-investment based approach that bases future growth estimates on past historical data. If your budget is higher than your internal capabilities, it’s a great time to consider outsourcing such work to a third party.
What’s in a Marketing Plan?
Before you embark on spending your budget, you’ll want to create an organized marketing plan that you can present to your team, investors, or other relevant parties.
Having an organized marketing plan can keep your company on the same page moving forward into the execution phase.
Your marketing plan should include a business summary, which outlines all basic information about your business. This includes your headquarters location, your mission statement, and any and all general info.
It also can and should include a SWOT analysis that breaks down the strengths and weaknesses your company currently exhibits.
Then breakdown your business initiatives and target market. When organizing company goals, steer away from the big picture goals you have for your company. Make sure that all initiatives that you’re listing pertain to marketing and audience.
The key here is to set a quantifiable expectation of how these goals will be measured. Without this essential step, it’ll be impossible to keep track if you’re marketing plan is a success or failure.
Breakdown a hypothetical persona of your ideal target customer. Focus on demographic traits like age, location, job title, and interests. This will help you better understand how to go about getting such a person’s attention.
Then turn the microscope back on yourself. What is your company offering that would interest such a person? Why would it interest them? Being able to properly articulate the opening your company sees in the market will be key to developing effective marketing materials.
Last but not least, discuss the marketing channels that your company sees most fit to use. Where does your target customer spend time online? This info will be essential in developing a PPC strategy.
Marketing Building Blocks: SEO & PPC
When it comes to building a proper marketing plan for the web, the two main tenants of your work will revolve around two acronyms: SEO and PPC.
If you know even a little about web-based advertising, you’re probably already familiar with both concepts. SEO involves strategically using keywords to help increase your search engine ranking. PPC also involves using keywords but involves advertisements on other websites that when clicked lead back to yours.
Both practices bring new viewers to your site and both rely on strategically used keywords. SEO involves work that you’re directly doing to your site, while PPC works through various companies such as Google, Facebook, or Twitter.
The work you’ve done in developing your market plan will go hand-in-hand with these tools. Terms relevant to your audience and your product will be turned into attention-grabbing keywords.
You can narrow your focus based off of your research and place ads strategically where your target audience will be sure to see them.
It can take a lot of time and work to properly develop and execute a PPC marketing plan. But when done well, the results can be truly extraordinary for your business.
How to Create a Marketing Plan
Many small business owners struggle with how to even begin developing a proper marketing strategy. The above tips on how to create a marketing plan can help you avoid that fate and set your company up on the path to success.
Need help developing the perfect PPC plan for your business? Contact us for more personalized assistance.