1. Focus on Measurability and Cost Effectiveness.
Pay per click is highly measurable; it is relatively easy to extract the return on investment of a campaign, cost per sale or cost per conversion.
For Example:
Media Budget = $10,000
Clicks Received: 50,000
Average Cost per click: $0.2
Conversions: 300
Cost per conversion: $33.33
Compare this to traditional media campaigns where it is generally harder to measure and thus harder to justify expenditure.
2. Focus on Optimization
With constant feedback of campaigns through use of analytics or variable testing, it is common practice to measure and optimize campaigns. It only takes a matter of days, some times hours (depends on traffic levels), to gather statistically significant data and make improvements on ad copy or campaign landing pages.
Compare this to print ads, once a news paper or magazine ad is out, all you can do is cross your fingers and hope you get the marketing message right or that the product or service offering doesn’t change while the ad is in circulation.
Pay per click campaigns can change to meet consumer demands on the switch of a button, no need to wait for the next publication.
3. Focus on Segmentation
Pay per click campaigns can be segmented by:
- By Location – Geo-targeting works well, you can segment message to a regional audience and better address consumer needs in ad, landing page and product or service offering.
- By Browser language – If you target a niche minority group like the Hispanic community in the United States, targeting by browser language and location allows you to reach your audience effectively.
- By Gender –Gender targeting is somewhat inconsistent and produces varied results for different products, testing is recommended before using this feature as a main focus of any campaign.
- By Time of Day – Day parting allows ads to be shown by week day or between time intervals. i.e. Mon-Fri 8am-5pm. Many clients find sales peak during certain business hours or week days. This feature enables us to focus your ad message during the time and days that convert best for your business.
Effectively reaching your target market via traditional advertising mediums can be costly and time consuming. Pay per click is quick and simplifies this process, allowing for a more efficient spend of your marketing dollar.
4. Focus on Data Gathering
Pay per click findings can integrate well with other marketing initiatives:
- Successful ad copy and tag lines can be used in other marketing initiatives online and offline.
- Keywords with highest conversion rates can be isolated and used in search engine optimization or offline advertising.
- Keywords findings might result in new niche market findings or product development ideas.
- i.e. Shoe company finding high search volumes for “women shoes for men”.