Growing Your Business through PPC.

PPC is one of the most versatile marketing channels available due to its real-time flexibility and the multitude of options available. Some types of campaigns work best with a large-scale national audience, while others are suitable for a small business. So what is best for you?

The growing small business

Your small business is seeing some success. You’ve shown that the business model works and has the resources to develop a marketing budget. In front of you there are a variety of marketing channels, applications, consultants, software ... many people seem to want to take that marketing budget out of their hands. Where do you start.

A PPC campaign is a great place to start because it is measurable. Simple conversion tracking makes it easy to know when a sale or a potential customer has been captured and how valuable that interaction was.

For starters, it is best to avoid reach-based marketing channels that are not easily measured and put your budget toward a targeted search or shopping campaign.

When your campaign is working profitably, about 60-80% impression share - the volume of impressions you have versus the volume of impressions you can have with unlimited budget - it's time to start diversifying into other channels. An easy next step to start with is zeroing in on remarketing lists and broaden your keyword matching types.

The successful medium-sized company

The bridge from growing a small business to a successful business is a diversified marketing budget. Laser-focused search and shopping campaigns will no longer reduce it, as you have reached a traffic overrun. You really want to keep these channels in place, but wouldn't it be nice if there was a magic button you could use to create more traffic?

Enter, display campaigns.

Display campaigns require investment in addition to advertising costs as well as a strong understanding of your market. Targeting your ads by audience is effective in the search, but audience targeting really shines in a display campaign. If you are not sure what your audience is, you can test on trial and error, but it can be an expensive way to segment your customers. It's best to have an idea of who you want to serve ads to going in.

Once the campaign has developed, you will start to see more business, not just from the campaign itself, but from all the sales channels you have developed over the growth of your business model. This is a good time to expand your digital presence to platforms outside of Google ads, such as Facebook ads and Microsoft Advertising.

The Brand Name

At some point, there are no more consumers who want your product that does not already have it, a competitor's product, or a substitute.

Display campaigns become the core of your digital presence. It is not enough to be there when the consumer is looking for you anymore, you want to be omnipresent even if they are not actively searching for your business. The smallest sign of relevant interest becomes a link to the track.

In addition, invest in a high-quality video asset, run it on a high-volume YouTube campaign, and start tracking all audiences who interact with the video campaign as a possible lead. From now on, it is about increasing efficiency at the maximum available volume.

The Struggling Business

Marketing is as strong as your business. It is essential to set expectations of what can be done with any marketing channel, including PPC.

For example, PPC cannot save a failed business model. Too often, business owners see PPC as a last resort. When conventional marketing channels and word of mouth have failed, PPC is attractive because it can see exactly where the budget is going. You can examine and adjust the data at the molecular level, trying to squeeze that additional sale that will change things around.

The problem with that approach is that digital campaigns are based on the science of data management. Each adjustment made to a campaign is an aggregate variable, and in the collection of scientific data, a set of reference data is crucial.

This reality is counter-intuitive to the intense micro-optimization and malleability of the campaign data that PPC is capable of doing, and many business owners are lost in this contradiction. Making adjustments based on data as small as a few days exposes your campaign to the vagaries of a large number of external influences. This inadvertently breaks the data set before it contains enough data on which to base statistically significant conclusions.

If your company cannot generate enough revenue to allow a PPC campaign to run without touching for a period of time long enough to collect the data needed for the analysis, re-focus your efforts on reviewing your business model. Marketing can wait.

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