by Marketing Department | Dec 24, 2019 | PPC management
SEO and PPC seem to be in a never-ending way, but you cannot overlook pay-per-click advertising because the benefits are undeniable. PPC has enough potential to deliver targeted traffic and generate more sales. The question is, should you do it in-house or outsource to a PPC management company?
For a PPC campaign to succeed, you need dedication and the ability to analyze data as an ongoing strategy. You may not know this, but there is a wide array of PPC marketing strategies that go from Geo-Targeting to Ad Scheduling, Dynamic Search Ads, Remarketing, among others. This makes the whole process quite tricky and challenging, making it essential to hire a PPC management company.
In this post, we’ll be looking at eight compelling reasons why you need to hire a dedicated PPC management company and the benefits you’ll reap from it. You’ll learn that you can avoid overspending mistakes, which means maximizing your returns from the ads. Besides, this frees up your time to do what you are best at, which is managing the business.
1. PPC Requires Skills, Experience, and Expertise
If you attempt PPC on your own, then you’ll soon discover that it requires a great deal of knowledge, a certain set of skills, and expertise. It may take a few years to garner the kind of experience necessary to handle the enterprise really well and drive it to success.
When you hire a PPC management company, however, you not only gain access to qualified professionals, but you get a comprehensive strategy that will utilize the latest technology. Professional experts will adjust keywords accordingly and monitor the campaign until you rank at the top.
2. Keyword Research Is Complicated
Keyword research plays an integral part in PPC ad campaigns, and experts spend so much time on it, initially and through the process. The problem with picking the wrong keywords is that you can exhaust your budget before you get any positive results. There may be free keyword tools on the internet, but a PPC company invests in better tools that offer a competitive advantage, which you lack on your own.
3. Tracking Is Just As Complicated
Tracking is one of the most significant aspects of a successful PPC program. You not only need to track sales, but you must track where they’re coming from as well. A well-executed analysis is supposed to show which keywords and placements bring in the most conversions.
The process involves tagging, which makes it possible to see which campaigns are doing well. Installing tracking codes requires coding knowledge, and if you have to learn all these things, then you better outsource your campaigns to experts who already know them.
4. The Costs Will Be Lower
The costs of hiring an in-house staff member to manage the PPC campaign far exceeds any costs you would incur outsourcing the task. Inhouse employees, come with a set salary and other employee benefits. Beyond that, you’ll need to consider the initial setup costs, investing in the right tools, and other overhead expenses.
Most of these costs are eliminated when you hire a PPC management company. You still have to pay a given amount for the expertise, but that will be just about it. They can work for you on an hourly basis, so payment doesn’t have to be a set salary.
5. It’ll Save You Time
Time is money, and any minute wasted is a blow to your business. You need to understand that setting up a PPC campaign is not an easy task.
Managing it to success will undoubtedly take some time because the process needs to go from keyword research to advert writing, monitoring, and updating whenever necessary. Executing all these tasks effectively and efficiently will take a substantial amount of time.
Besides that, PPC ads need tracking to identify profitable locations, and the ad extensions are working successfully. When you hire a PPC management company, you can spend all this time doing other important things for your business and be sure that experts are handling your ad campaign.
6. Gain Agile and Accurate Results
Given that you are on a set budget, your ad campaign simply has no room for mistakes. An inexperienced in-house team can cost you a lot of money if they keep making mistakes.
A professional adword management team, however, has experience in dealing with multiple campaigns. They are not only reliable but agile with technological knowledge and access to all the necessary resources. It’s easier for them to handle complex campaigns within the given deadlines.
7. They Know All About Campaign Settings
Setting up a PPC is no easy feat and requires a high level of professionalism. For your business to get optimum exposure, several things must be set up. For instance, do you want to target a specific geographical location?
Would it be feasible to target the local, national, or global market? Do you need to have different ad groups?
You must also consider whether you want to associate with a partner network and whether it would be better to filter out similar sites. It would help if you had a professional with a clear understanding of all these things for your campaign to be a success.
8. Budget Management Requires Commitment.
It’s quite easy to surpass your budget if you make mistakes. Keyword bid amounts tend to vary, and you can spend weeks trying to manage your allocated budget. Unwanted clicks can also cause the budget to skyrocket and you need the expertise to check for click fraud and web robot activity.
Pulling It Together With a PPC Management Company!
There are many more reasons why hiring a PPC management company beats doing it in-house. They have a deeper understanding of clock fraud, keep up with the latest trends and changes, and work full time to ensure your goals are met.
What better reason do you need? If you want your PPC campaign to rake in significant returns, give us a call. We’re a professional PPC management firm that will help your business soar to new heights.
by Marketing Department | Oct 20, 2019 | PPC management
You want to help people.
And, you want to make more money, right?
You’ve spent months trying to rank well in organic search for the right keywords. And, let’s be honest – it’s not an easy task. You keep pouring in more time but you aren’t seeing results.
Whether you’re a one-person show or have a team of skilled marketers, driving traffic is hard.
But, developing a pay per click marketing strategy can help ease your pain. You’ll be able to start seeing traffic, solving their problems, and making more money.
Keep reading to learn more about PPC marketing and why you need to start investing, today.
What Is Pay Per Click (PPC) Advertising?
Pay per click advertisements appear at the top and bottom of a search engine results page (SERP). They may also appear in the sidebar. They’re designated with the word “ad” next to them.
Businesses that run ad campaigns place a maximum bid for specific search queries. Then, when someone clicks on the ad, that company pays a small fee. That fee is less than their maximum bid.
So, every time someone clicks on your ad, you pay the search engine for driving traffic to your website. When PPC marketing is done correctly, the fee you pay is insignificant. You should make more money per click than what you’re paying.
Why Does Your Marketing Strategy Need Pay Per Click Ads?
When your business is brand new, ranking in organic search results is next to impossible. But, that doesn’t mean you have to wait around. PPC advertising starts working immediately.
Whether your business is new or not, PPC ads can increase brand awareness by 80%. And, 65% of consumers that are ready to buy something click on paid ads within search engine results.
Many businesses wish they had more room in their budget for PPC advertising. So, if you’re not taking advantage of PPC ads, your closest competitors are. That’s something you can’t afford to miss out on.
The immediate potential and high return on investment (ROI) rate make pay per click advertising a smart choice for businesses of all sizes.
Five Steps to Developing a Pay Per Click Marketing Strategy
Next, let’s discuss five key steps that can help you establish an effective pay per click marketing strategy.
1. Define Your Target Market
Everything you do from now on won’t matter unless you understand who you’re selling to. Knowing how your target market behaves matters more than the actual words you write for your ads.
Once you know how to help them solve their problems, you can finetune your messaging to speak to them. If you do it right, they’ll wonder how you’re able to read their minds.
2. Create High-Converting Landing Pages
Getting someone to click on your ad is half the battle.
Making sure they like what they see is the other half of it. Distraction-free landing pages have one goal: to convert visitors into customers.
Smart marketers create multiple landing pages depending on the buyer persona they’re targeting. So, you may have three or more landing pages that speak to different segments of your audience.
3. Keyword Research
Keyword research isn’t solely for SEO purposes. Bidding on the right keywords will make or break your cost per click marketing strategy.
For each PPC campaign, you need to develop a list of keywords to target. But, it isn’t a random list. That’s where keyword research comes into play.
The best PPC keyword lists are:
- Relevant
- A healthy mixture of long-tail, body, and head keywords
- High in search volume
- Exhaustive
- Not overly competitive
- A combination of commercial and informational intent
Make sure your keyword list is easily accessible by everyone on your team. They can refer to it when managing and monitoring your ad campaigns.
4. Write Click-Worthy Advertisements
The last thing you want to do is waste ad spend. So, writing killer advertisement copy is a vital step in the process. Since you already know how your audience behaves, you can use that to speak to them.
You don’t have much time to catch their eye in search engine results. Quickly grabbing their attention isn’t always easy. The internet is full of distractions.
But, you can analyze and tweak your advertisements as your campaign progresses forward. If something isn’t working, change it and analyze again.
5. Nurture Visitors at Every Step of the Buyer’s Cycle
Searchers with commercial intent are easier to turn into paying customers. But, that doesn’t mean you should ignore everyone else. You may decide to bid less on informational intent keywords.
But, don’t ignore them.
Nurturing your audience over time means they’re more likely to buy something from you. They are starting to trust you and see you as a source of high-quality information.
How to Manage Pay Per Click Campaigns
PPC ads aren’t “set it and forget it.”
Managing them is as important (if not more) than developing your PPC marketing strategy. This step is the difference in companies who’re successful with paid ads and those that aren’t.
Successful PPC management means:
- Adding new keywords
- Removing ineffective keywords
- Utilizing negative keywords when necessary
- Splitting ad groups
- Monitoring your analytics
- Looking back at expensive keywords
- Making tweaks to landing pages and ad copy
PPC Management, The Easy Way
It’s no secret: Pay per click management isn’t easy. But, we’re here to lift the weight off your shoulders. Our team is built on a foundation of reliability, experience, and client trust.
The best part? You don’t have to sell your left arm. Our services are cost-effective and results-driven. Our PPC professionals are here to help build your pay per click marketing strategy.
Schedule your free consultation to get started today!
by Marketing Department | Oct 20, 2019 | PPC management
Are you about to launch a PPC campaign?
Of course, you’ll need the aid of a PPC professional. They know the business and they have both the right tools and experience to get it done right. But, how do you know you’re hiring the right agency or expert?
We’ve got a few tips to help you decide. Read on below to learn 10 crucial questions you should before hiring a PPC expert:
1. Do You Have Certified Customer Reviews?
Not sure if you’re dealing with experienced PPC specialists? Ask them about customer reviews and they should point you out to a page of testimonials. If they don’t hide any reviews, both good or bad, they should direct you to reviews on their Google My Business page or social media pages.
PPC agencies that don’t showcase reviews often have something to hide. They either are genuinely new or they might run a shady business not worth investing.
2. Do You Offer an After-Care Program?
PPC campaigns can run for a few weeks to a few months. It all depends on how much you’re willing to spend on an agency and your current ad goals. But, what happens when it’s all said and done?
Ask if the PPC company offers some sort of support even when the job’s over. You might run into a snag with the campaign they initiated and they’re the best ones to call for help.
3. Do We See Every Penny Spent?
One of the best things about paid ads like Google Ads is that you get to see where every penny went. Google Ads lets you see which ads cost you the most, where your remaining funds went, and how each ad performs.
Your PPC interview questions should cover whether you gain access to this expenditure account or if you simply pay the agency a flat rate and they do all the accounting behind closed doors.
4. Is There a Minimum Monthly Ad Spend?
Keep in mind some agencies demand a minimum ad spend. This means you can’t go below that monthly budget for your PPC campaign. This monthly ad spend limit is separate from the charges for hiring the PPC professional.
If there is a minimum ad budget, make sure you know how much they demand. Their minimum may be over your current marketing budget. You should also ask why they demand that amount as a minimum and how it affects your business, your niche, and your chances of success.
5. What Tools Do You Use?
Satisfied so far with their answers and you plan to keep going? We’re not done yet!
There are a few additional questions pay per click experts need to address. One of the most important details they should divulge is the list of tools they use.
Which tools do they use to research and discover keywords? How do they run analytics and which tools do they use to A/B split test different PPC strategies? Sometimes, the quality of the tools used can determine whether you find returns and see a boost in conversions from a PPC campaign.
6. What’s the Structure of Your Management Fees?
Don’t forget to ask how they charge you for their professional fees. Some might charge you a flat monthly fee on top of the minimum ad spend while others will charge you by the hour. A few freelancers might charge you per PPC campaign, asking you to pay in bulk.
Understanding how they charge you for their PPC management can curb your budget. You might not have a large sum of cash now to pay a flat monthly fee, but you could hire them hourly. Keep this in mind if you’re tight on finances.
7. Are There Full Reports?
The biggest advantage of a PPC campaign is that you get to see every little detail about every action performed. If you run an audit to determine the type of ads your visitors engage with the most, you should see every detail. This includes data like what time people clicked on ads and the age demographics of people who clicked an ad and went on to buy something on your site.
Make sure the PPC agency provides these details in their reports! Some might give generalized reports on a weekly or monthly basis.
If you can, get as much data from the agency. The information might prove useful in the future, long after you worked with the PPC management experts.
8. Which KPI’s Do You Prioritize?
No PPC is the same and no Key Performance Indicator (KPI) is more important than the others. Some KPI help determine an ad strategy betters than others for one client but not so much for another. That said, every PPC professional might have a select few favorites.
Make sure you ask which KPI’s the agency monitor frequently. Do they monitor Click-Through-Rates, total ad clicks, quality score, and cost per click? Check if the expert notes down the exact cost-per-conversion and lifetime value too.
9. Did You Manage Similar Clients Before?
So you’ve gone through the way they handle PPC campaigns and they’ve got good reviews. That’s great! But, did they ever manage a business like yours?
A PPC campaign for a fashion site works differently compared to one for video games. They have a vastly different audience. You have to curate PPC ads that work specifically for that niche and it’s always reassuring if your PPC expert already dipped their toes into that area before.
10. How’s Your Customer Service?
There is one effective way to tell if a company, whether a PPC agency or any other, is worth working with: test their customer service! You can gauge how well they’ll deal with refunds, financial disputes, complaints, and other issues through the way they talk to clients on the phone.
Hire the Best PPC Professional!
Make sure you ask these questions before hiring a PPC professional. Their answers should clarify how they’ll handle your PPC campaign and how much you need to get it done. Their responses can also determine if they’re the right one or if it’s time to look elsewhere.
Of course, we’re glad to answer these questions as well. We’re here to help and you can discover more by going through our other guides, such as this one laying the basic groundworks of PPC.
by Marketing Department | Oct 14, 2019 | PPC management
You need web traffic to sell your products or services, grow your audience, or gain affiliate and ad revenue. And if you’re a small business, you likely also have a small advertising budget.
Pay-per-click advertising is an effective marketing tool to balance your budget and quickly increase your web traffic. The benefits of PPC are often significant for small business owners.
PPC is a type of digital ad that appears online as pop-ups, banners, and other formats. Instead of paying a set amount for your ad, you only pay if someone clicks on the ad.
PPC ads are based on keywords, which you bid on as part of setting up your campaign. Your ad will show up when someone searches for a specific keyword.
Keep reading to understand the benefits of using a PPC advertising strategy.
1. Targeted Audience
Unlike a traditional ad that might show up for everyone, a PPC ad only shows up when someone searches for the keyword you’ve bid on and won. You know if someone sees your ad, it’s someone who is at least somewhat interested in your business.
You can also control when and where the ads appear. This gives you greater targeting capability based on who you’re trying to reach. When you know your target audience well, you can set up your campaign to maximize your exposure to the most likely buyers.
Putting your ad in front of your target audience increases the chances of getting a click-through. You’re also more likely to convert with a sale or other desired outcome since the person should be interested in your business.
Targeting your audience also works well if you have a local business. When someone does a local search, they’ll find your ad.
2. Flexible Budget Options
Small businesses average about 1% of their revenues for advertising expenses. If your business is in the early stages or doesn’t bring in much revenue, that advertising budget can be small. That means you need to maximize how you spend it to get the best results.
When you set up a PPC campaign, you decide how much you pay per click. This makes it an option for all businesses no matter what the PPC budget.
You can also set a spending limit on the campaign. That limit helps you stick to your budget and gives you greater control over your ad spending. Using analytics to check your ROI, you can decide if you want to increase your spending on your PPC ads.
3. Copy-Testing Strategy
Are you working on perfecting your ad copy for all platforms? PPC ads are an ideal way to test out different approaches.
PPC campaigns are easy to change, which means you can quickly test out different headlines, colors, graphics, and copy. Run each option for a set amount of time to test it. Review the analytics for your PPC campaign to see which option works the best.
Use that data to refine all of your advertising. You might change up other types of ads or your marketing copy on your website to match the results.
4. Fast Way to Grow Traffic
Building organic traffic takes time as you develop your SEO and grow your audience. You have to rank up in the search results to get any significant traffic.
PPC ads go up immediately, which means you can get traffic much faster. As soon as you set up your campaign, you can start getting clicks through to your target URLs. That increased traffic can help you get more business, gain more exposure, and move up in the search results.
5. Increased Brand Awareness
As a small business, you’re probably not widely known beyond your existing audience. People who aren’t aware of your company won’t search for you by name. But they may search for related keywords, which brings up your PPC ads in their feeds.
When your ads start showing up for people, they start to recognize your logo and name. Even if they don’t click the first time, they may become curious when they keep seeing you pop up in the results.
6. Keeps You Competitive
PPC ads accounted for $10.1 billion in spending from 7 million advertisers in 2017. That means there’s a good chance at least some of your competition is using PPC advertising to gain new customers.
If you’re not using this strategy, you’re missing out on potential traffic. Staying competitive and using similar strategies as your competitors can help you get your share of the customers.
7. Measurable Outcomes
Not all marketing strategies are easy to analyze with data. Using PPC gives you access to concrete data to thoroughly analyze the results. You can run reports to see how many people clicked your ads, which helps you evaluate their effectiveness.
You can also monitor your costs. Knowing the number of clicks and advertising spend helps you calculate your profits and ROI from your PPC campaign. This tells you if you should continue what you’re doing or change the way you run your PPC campaign.
8. Doesn’t Require Organic SEO
Google receives over 3.5 billion searches daily with an average of 40,000 queries per second. No matter what your niche, someone is likely searching for what you offer. But if you’re not on the first page of search results, and ideally toward the top of the results, you may never be discovered by those searchers.
Using small business PPC strategies can earn you a spot at the top of search results, even if your site’s organic SEO doesn’t land you there. This can be especially helpful if you’re in a competitive niche where it’s very difficult to rank on the first page for your targeted keywords.
You shouldn’t ignore your website’s SEO just because you use PPC. Combining strong SEO and PPC can help improve your ranking faster than either one alone. But you can gain more traffic to your website even if you’re still working on your SEO.
9. More Control
You’re in charge of your spending and ad design when you use PPC advertising. It’s a more controlled way to get the word out about your business. You can change your budget at any time or switch up your target audience, which makes PPC advertising a very fluid option with endless adaptability.
10. Potential for High ROI
Using PPC advertising can give you a high ROI for your advertising dollars. Since you control how much you pay for each click, you can position yourself for a good return on investment.
Say you pay $2 per click and you get one out of 10 people to actually make a purchase from the click. If you make a profit of $120 off that sale, you still come out ahead by $100.
Enjoy the Benefits of PPC
Understanding the benefits of PPC advertising helps you determine if it’s the best strategy for your small business. This budget-friendly option gives you more control and helps you reach your target audience quickly.
Are you unsure of how to handle your small business PPC campaign? Take advantage of our Google AdWords management service to take the work out of PPC.
by Marketing Department | Sep 29, 2019 | PPC management
Want to learn more about audience targeting?
Even if you’ve been running your own digital marketing campaigns for years, you’re still two steps behind the experts. Why? Because the pay-per-click (PPC) advertising landscape changes at lightning speed.
Over the last 3 years, we’ve seen an industry shift toward mobile-first designs, voice searches, and video fanaticism. You may have added a new branch to your campaign for any one of these new PPC trends. Other technologies, such as audience targeting, will force you to completely reimagine how you design your ad campaigns.
We’re talking a bottoms-up, no holds barred redesign. And yes, it’ll be totally worth it.
Are you chomping at the bit to learn more? Excellent. In the sections below, you’ll find the leading secrets that experts use to build their prize-winning, audience-targeting PPC campaigns.
When you’re ready to get a step ahead and finally start leading the pack, read on.
Audience Targeting 101
So long as you understand the basics of how PPC advertising works, you’ll have no problem picking up the finer points of Facebook and AdWords audience targeting. Yes, other platforms will be using this new technology. Though, as usual, Facebook and Google are the frontrunners in this digital trend.
The audience, rather than the keyword, targeting is a type of strategic targeting. It’s a method by which you focus your PPC ads on people with specific traits:
- Locations
- Demographics
- Behaviors
- Interests
For instance, you could target prospects when they draw near your store’s physical location. You could also target prospect who meet specific demographic criteria, such as sex, age range, and education level. You have a wide variety of options to choose from.
As always, the first step of your marketing campaign will begin with audience research. Who is going to buy your product or service? What are their interests, and where do they hang out?
After you uncover those mysteries, you plug all the data you’ve found into campaign targeting section in AdWords or Facebook. Don’t worry, the steps are simple. The data gathering is the hard part.
Now that you know the basics, let’s move on to the strategies that experts use to throw their digital marketing campaigns into overdrive.
The In-Market Audience
Both Google AdWords advertising and Microsoft Bing advertising now offer in-market audience filters. What the heck are those? They’re filters you can use to identify prospects who are actively comparing or researching products.
The technology began gaining steam in 2017, though these search engines continue to refine the process. Bing offers a load of options for a relatively inexpensive cost. It’s a low-hanging fruit worth considering.
The coolest part? The search engines use third-party data to identify your prospects. That’s right, the filters aren’t reliant on first-party data you collected through your CRM or webmaster tools.
All you have to do is pick a category that best represents your product or service. If you can’t find an exact match, you’ll find a similar alternative. Just use your imagination to consider analogous substitutions.
When you’re starting out, the best way to utilize this filter is to add it to an existing campaign. Then, adjust your bid modifiers as needed. Beef up your bid modifiers after you identify which audiences are showing more interest.
That’s when you get aggressive and up the ante.
Remarketing to Your Audience
The urchin tracking module (UTM) is one of the tools you can use on Google to segment your data. Some platforms outperform Google on in-depth demographic targeting. With UTM, you can integrate that data into your Google AdWords campaign.
Facebook and LinkedIn, for instance, offer robust targeting options. Let’s take a closer look at using UTM with an example.
Let’s say that you want to use digital channels to advertise your conference center which doubles as a ballroom. If you used Facebook, you could target potential wedding reception prospects. You could use filters like income, geography, and recent engagement status.
Yeah, we agree; Facebook is a marketer’s dream.
Now, you create your first campaign on Facebook using the data above. Then, you create a separate campaign that targets event planners, selling your conference experience and your other amenities. This is an excellent start, but we’re experts and ready to raise our game to the next level.
This is where UTM comes in. You want to remarket to your target audience. This time you’re using AdWords.
You start by using the UTM to define visitors from the Facebook campaigns. Remember, you’re defining these visitors in AdWords. After that, you create audiences based on these UTMs. Your goal is to create audiences with pre-defined demographic information.
If you segment your social media campaigns, it’ll provide a wealth of information. You can then leverage this data to provide the content your audience wants most.
Exclusive Vs. Inclusive
Don’t get single-minded when you build your next campaign. Sometimes it’s more important to exclude certain prospects than it is to include other prospects. Save your funds for the ones who will buy your services or products.
For instance, let’s say you own a chain restaurant and live in a small town. That same restaurant can be found in neighboring towns. If you want to stretch your ad budget, set a geographic filter on your PPC.
Why would you do that? Because then you’re targeting the people most likely to visit your particular restaurant. If you didn’t, many of those prospects would visit restaurants in your chain that reside in neighboring towns.
After all, those prospects are only craving the food that’s on your menu. They’ll happily visit a closer restaurant to get it.
What’s Next?
Now that you understand the power of audience targeting, it’s time to try it out. Start by reviewing the filters that your favorite platform offers. Next, spend a small portion of your ad spend on a new campaign that uses a few of these filters.
If you need help, or you’d like someone to run your campaign for you, contact an expert in PPC Management Services. So long and good luck!
by Marketing Department | Sep 22, 2019 | PPC management
Do you worry that the others in your company are going to refuse your very reasonable PPC campaign ideas or suggestions? Maybe you have a Pay Per Click (PPC) campaign all set up and you are worried it will be blown out of the water? If so, here are just a few ideas you may use to get management buy-in for your PPC campaign.
Getting Management Buy-In With Numbers
Have you ever seen online debates on YouTube where some number crunching woman will explain why the Wonder Woman movie is better than all Batman movies combined, and the other panelists wither because they are afraid to argue with the stats? There are some people who will be swayed by numbers, even if the numbers offer only token support and sometimes you can sway enough people so that naysayers will not argue.
A classic example of this is when Kellogg’s first tried to enter into the Indian cereal market. Their executives threw some very big numbers around about how many people in India were not yet cereal eaters and if they only get 5% of the 1.1 billion people, then it will mean profits bigger than ever before. Their products bombed because milk is not as freely available in many places in India, and most people eat vegetables for breakfast and not cereal.
Where Do You Get The Numbers From?
Mine information from other PPC campaigns and SEO campaigns and you are going to suffer from people saying one case does not translate to another. In other words, they will say how it worked in those cases, but will not work in yours.
You can run projections, but you may still suffer from a shortage of data. You could also make the numbers up and justify them however you wish, which even though it seems cynical, will probably work as well as if you have real numbers.
Another method may be to run smaller test campaigns to start with. You could run smaller Google Ads campaigns for as little money as possible, achieve some degree of success, and then argue that you can scale up what you did on Google Ads.
It is a risky move, but if things don’t go well, you can use these numbers as a reason for further exploratory experiments so that maybe you can come back another day with your full campaign and pitch it again with better evidence.
What About When Numbers Don’t Work
Some people will buy numbers, especially if they are in groups, but have you seen online debates on YouTube where somebody quotes stats and somebody like Bill Burr or Dennis Prager points out that the internet is full of contradicting stats.
To quote Homer Simpson, “People can make up stats to prove anything that is even slightly true; 14% of people know that.” The website BothSidesOfTheTable ran a similarly themed article titled “73.6% of all statistics are made up.”
You have to argue with critical thinkers with logic. If I drop this ball, it will land on the floor if it remains unhindered. That is how clear the logic has to be because critical thinkers are brilliant at poking holes in logic.
Have you considered changing your campaign to suit critical thinkers? A PPC campaign with many checks and balances and a progressive campaign would soothe the worries of any critical thinkers.
For example, your campaign would start small with a small budget, and it would only gain more of a budget and staff hours if it achieves clear and measurable goals that each have their own return on investment that exceeds what was put into it. Even the Stephen Hawking of critical thinkers would have a hard time poking a hole in that logic.
Think Up Every Objection Possible
If you are really committed, then take the time to come up with every single objection you can think of and spend time working out how you will get over those objections. Rehearse what you will say and do if you wish. Always try to bring whatever objections back to your PPC campaign. Here are a few examples:
Q: Do your staff have the expertise to pull this off?
A: My campaign is so streamlined that a child could make it work
Q: Isn’t this just another way to draw a bigger budget for your department?
A: When this PPC campaign starts bringing in new clients, the accounts will be begging to increase my budget.
Q: Will this damage our brand image with Millennials on Facebook?
A: Page 9, Chapter 3 in the PPC campaign plan shows all contingencies, checks, and balances to eliminate the risk of brand damage.
Brand It With A Selling Point And Push It
Bring up your major selling point so often that it is burned into people’s minds. You are going to suffer barbs from some prickly people in the team but brush them off and keep going. Keep on pushing your major selling point. Do it so much that the only memory they have after a week is of your major selling point. Here are a few classic selling points.
• Brings in more long-term clients
• Saves X amount of money
• Makes X amount of money
Be wary of touting any form of branding when coming up with your selling point. Staff members who suffered through the corporate life in the 80s will associate your branding selling points with failure.
For example, in the 80s, if a campaign failed miserably, consultants would say, “Yes, but it grew the brand.” Plus, branding is very difficult to measure, and people do not like approving PPC campaigns that do not have clearly-defined and measurable goals.
Do Not Rely On Charm
If you ever want dating advice, then ask the ugly person with a wonderful woman on his arm. When you seek advice on how to get management buy-in, be wary of reading “Mr/Mrs. Successful” books because they are often written by people who became successful with their charm and cunning. Do not rely on charm if you want management buy-in. Rely on your planning and the strength of your PPC campaign.
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