PPC, Pay Per Click, Google AdWords and now Google Ads are all different names for paid text ads on google search returns. They generally appear at the top of your search reruns or at the bottom and in some instances in the first position in the “snack pack” returns (the listing under the map image).
They can be an important part of a business marketing strategy, but just because people understand what PPC is, does not mean this should be the ONLY digital strategy you should include.
PPC can deliver a message to an audience looking for something in particular that they type in, but what about that other set of the universe, that has not searched yet? Or what created the need for the search to begin with?
Studies have shown that 94% of users skip search ads and head straight to organic results. And this is just the people that are being targeted by search, but in the world of the internet, there is so much more to digital than just search. As digital consumers, we consume and use online tools in many ways. We use mobile apps, buy items online, find out news, research, order items for store pickup, listen to music, watch how-to videos, check Facebook feeds, text, buy and trade stocks, online bank and so much more.
So, yes Google is a great tool, but it is not the only way to reach people online. As a matter of fact, PPC does not create demand it merely captures it. So as marketers we must also create the need, the want and desire. Investing in one strategy is never going to solve all your marketing goals and challenges.
How do we create the demand and what tools can we use?
It starts with your sales funnel and understanding what strategy aligns well with your goals. As consumers we are in and out of various stages of the buying cycle. And each level plays a role in buying decisions.
In building a brand, you need awareness. 70% of consumers will click on a business that they know. Some digital tactics that work well in building brands are OTT, video pre-roll, Native & Display by targeting online behaviors. Ask us about these solutions and how they can help your business!