Have you got a manager or CMO that’s not really clued into pay per click advertising? Or perhaps they don’t see the value in investing in this space? Whether you’re currently running PPC campaigns or battling to secure budget and prove its worth, here’s some sure fire winners that will convince any boss they should include SEM in their online marketing strategy.
Measurable Results
Every CMO wants to clearly see the ROI on their marketing efforts, and managing AdWords or any other PPC campaign is definitely going to provide you with this and more. There are so many ways you can measure your success.
Aside from your conversion rate, our top metrics to track and analyse include quality score, click-through-rate, cost per conversion, cost per click and impressions. There aren’t too many other forms of advertising that can give you such direct, unambiguous results!
Boost your Organic Listings
Running a PPC campaign can do wonders for your SEO strategy. AdWords is beneficial for SEO, as it provides you with a useful testing platform for your website. You can determine the effectiveness of different keywords, headlines (title tags), Ad copy, or landing pages then apply these changes to your SEO with proven results.
SEO and PPC also complement each other through increased visibility on the SERPs. If you can dominate the organic and paid search results, then you’ve established your presence in a profound way.
Targeted Source of Traffic
The beauty of paid search campaigns is you can target your intended audience at the right place or time. Using AdWords as a reference, this can be achieved through location targeting and device targeting.
You also have the ability to set up a campaign to remarket to users who have already visited your site previously, but never converted. It’s a great way to reach your target audience after they’ve left your site, with the intent of re-engaging and putting your product or service back in their mindset.
Set Flexible Budgets
With any kind of PPC campaign, you only pay for the clicks you receive and you have the power to control and change your daily budget and bids.
If you’re a novice you could drain your budget quite quickly without any great results, but execute your campaigns properly and it will become profitable. Start small and then allocate your budget against keywords that are generating profit. You can continue to adjust your bids and targets at any time.
Source of Valuable Intel
Just as SEM can provide valuable data on the metrics you’re measuring and act as an effective testing tool, it also provides rich functionality and reporting not only on your marketing efforts but also your competitors. You can see how your competition is using PPC and leverage this information against your own campaigns.
Spend five minutes with your boss plugging these benefits and you’ll have an advocate on your side in no time.
If you’re interested in some further reading on PPC and SEM, check out these recent Marketing.com.au articles:
- How To Get The Most Bang For Your Buck From Paid Advertising
- Making the Most of Your Advertising Spend: Examples of Advertising Budgets
- Google AdWords: How to Set Up a Campaign in 10 Simple Steps
- Top Tips for Successful Search Marketing
Roy Dopaishi
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