Improve sales by using pay per click.
(This column first appeared on RIMOFTHEWORLD.net on October 9, 2011.)
I enjoy hosting parties. But I have to be honest. It isn’t so much that I like to prepare food, decorate the house and entertain guests as it is I love having an excuse to get my family on board with cleanup before everyone arrives. Intuitively, my usually clutter-prone kids and husband understand that we should put our best feet forward where visitors are concerned. So, pre-party, no one argues with me about embarking on an archaeological dig to remove dirty laundry so we can rediscover whose room is whose. When company is due, everyone is on board.
Are you careful to put your best foot forward where advertising is concerned? I pose the question because, left to their own devices, it’s common for entrepreneurs to make the mistake of creating marketing campaigns from their own points of view instead of from the perspectives of their target markets.
In a recessed economy, where budgets are tight and maximum return on investment is critical, you don’t necessarily have to hire a professional to manage your marketing efforts. But if you go it alone, you’ll need to find a way to make sure the money you decide to spend is actually reaching the people who are most likely to purchase your products or services.
One of the most popular promotional avenues of late is pay per click (PPC). So, although I’ve written previous posts about it, I think the topic is worthy of additional attention. Depending on the way it is used, PPC can either quickly suck your bank account dry without delivering a single paying customer or effectively direct scores of sales to your online or physical store.
Since there are dozens of ways to use PPC campaigns, how can you be sure to use the right platform in the right way to produce the right results?
Here are a few PPC providers. (But the list is by no means exhaustive):
- Bing
- Google AdWords
- Google AdWords Express
- Google Places
- Microsoft Advertising
- NexTag
- PriceGrabber.com
- Shopzilla
- Yahoo
- Yelp
So which platform should you use? Since most PPC campaigns operate in much the same way, the trick is to advertise where your prospects go instead of where you do. Clients often tell me they don’t want to use one platform or another because they “never visit that website.” Unless you fit into your own target market, that isn’t the parameter you should use.
Instead, research to determine where your best potential customers are spending their time. Then, use that place to put your best foot forward. For instance, if you provide a service, consider advertising on review sites. According to a survey conducted by eMarketer: “Consumer reviews are significantly more trusted—nearly 12 times more—than descriptions that come from manufacturers.”
Another survey, done by Econsultancy, showed that 90% of consumers online trust recommendations from people they know and 70% trust opinions of unknown users. So, if you provide a service that can be reviewed, consider advertising on a review site. Since you can’t legally solicit positive reviews, the best way to take advantage of review site traffic to promote your own product is to purchase PPC on review sites. Here are a few to consider:
For Free—
Although you won’t likely be able to employ someone to do market research for you without spending any money, you can always do research on your own. To find out which websites your customers rely on, ask them. And take advantage of the free listings available on virtually every review site.
On a Limited Budget—
If money is tight, you might want to use the resources you have to hire a research firm to determine which PPC site to try. These firms can determine where you would find the most bang for your buck. Another option is to experiment on several sites at once to determine which sites provide the highest click-through rates.
The Sky’s the Limit—
In a perfect world, you should find a company to research your target market and manage your campaign. Pay per click is time intensive. The Facebook ad team advises running at least10 campaigns concurrently to experiment with different combinations of messages and images. Imagine the potential time drain of managing multiple campaigns on several sites at once. If you can swing it, getting as many people on board as possible is a party.
Until next time, I’ll be Bowling for Business.