Online advertising has evolved dramatically over the past 10 years, from a predominance of often-garish display banners to the profusion of ad tactics available today, including darling-of-the-industry search advertising. But how does search advertising, particularly pay-per-click (PPC) advertising (with its reliance on tiny text ads), stack up against other forms of online advertising that let you be more creative in how you entice potential buyers?
Like other marketing tactics, PPC advertising excels at some tasks, but falls short at others. So how can you best use PPC advertising? Which strategic marketing goals will PPC help you meet or exceed? Fortunately, data from Rhode Island–based research firm MarketingSherpa sheds some light on what PPC advertising does best.
Unsurpassed at Lead Generation and Direct Sales
Marketers like PPC advertising because it’s quick to implement, it’s easy to test and refine ad copy and it provides excellent feedback on performance. Most important (and this can’t be emphasized too much), when executed well, PPC advertising delivers highly qualified leads and drives direct sales. In fact, compared with other forms of online advertising, PPC advertising (the bottom entry in the graph) is unparalleled in these areas:
Why PPC Is So Good at What It Does
Why does PPC excel at lead generation and direct sales? Perhaps it’s obvious, but it’s worth stating again: When people search, they are seeking solutions—general education, specific information or the means to make a purchase in your product or service area. Because PPC ads are directly attached to specific keywords, when you target those keywords with your ad, you are selecting exactly the type of buyer you want to attract—those who are actively “in the hunt” for your product or service. Target marketing doesn’t get any better.
The lesson here is to use PPC advertising, which can be kind of pricey (a downside), for what it does best: to drive lead generation and direct sales. Yes, long-term PPC ad campaigns can add to brand awareness, but if that’s your goal, you’ll find other tactics better suited. Isn't it time to consider how PPC advertising can help you grow your business?
Like other marketing tactics, PPC advertising excels at some tasks, but falls short at others. So how can you best use PPC advertising? Which strategic marketing goals will PPC help you meet or exceed? Fortunately, data from Rhode Island–based research firm MarketingSherpa sheds some light on what PPC advertising does best.
Unsurpassed at Lead Generation and Direct Sales
Marketers like PPC advertising because it’s quick to implement, it’s easy to test and refine ad copy and it provides excellent feedback on performance. Most important (and this can’t be emphasized too much), when executed well, PPC advertising delivers highly qualified leads and drives direct sales. In fact, compared with other forms of online advertising, PPC advertising (the bottom entry in the graph) is unparalleled in these areas:
Why PPC Is So Good at What It Does
Why does PPC excel at lead generation and direct sales? Perhaps it’s obvious, but it’s worth stating again: When people search, they are seeking solutions—general education, specific information or the means to make a purchase in your product or service area. Because PPC ads are directly attached to specific keywords, when you target those keywords with your ad, you are selecting exactly the type of buyer you want to attract—those who are actively “in the hunt” for your product or service. Target marketing doesn’t get any better.
The lesson here is to use PPC advertising, which can be kind of pricey (a downside), for what it does best: to drive lead generation and direct sales. Yes, long-term PPC ad campaigns can add to brand awareness, but if that’s your goal, you’ll find other tactics better suited. Isn't it time to consider how PPC advertising can help you grow your business?
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