PPC advertising is arguably the most efficient way for new businesses to get noticed in the online space. The advertising model allows marketers to target the most relevant audiences. The best part is of course, where you only pay for users that pay a visit to your website and make the desired action.
Thanks to the rise in popularity of niche specific platforms, app specific ad networks, and social media networks, marketers today have a host of choices when it comes to choosing a platform for their ads.
This however, gives rise to the question “which platform is ideal for my business?”. The answer to the same depends on a variety of factors, such as your business goals, budget, and audience behavior, among many others.
Let’s look at the steps involved in choosing the right PPC network for your business.
Step 1: Set Clear Goals
The selection of the right platform will depend largely and primarily on your goals. If your goal is to become visible in order to build better recall value, Google PPC and display ads may prove to be worthy of the investment.
On the other hand, if your objective is B2B lead generation consider using a niche specific PPC network.
As you select the goals you want to achieve, you will be in a better position to select the right platform that comes with the specific features you need to achieve your goals.
A clear marketing goal will help you better weigh your options in the following steps.
Step 2: Understand Audience Preferences
While you may have shortlisted the best PPC networks according to your goal in the first step, it is time to filter your list by considering audience preferences.
If for instance, you came to the decision of using a social media platform in the first step, this step is all about determining which social media platform.
Consider the preferences of your ideal buyer, which social media platforms are they most likely to be present on? Don’t limit this exercise to social media platforms. Make the same consideration about niche specific directories. Is the directory you have shortlisted even attracting enough and relevant audience?
Similarly, also consider the device preferences of your customers. If most of them are mobile users, choosing a directory that does not support user experience on mobile devices will deprive your brand of necessary exposure.
Step 3: Weighing The Platform Features
After you have shortlisted a few platforms that are frequented by your audience, compare them against each other in terms of targeting options available, and the cost per click. Also, explore the options such as ad budgeting limiting options and automation features.
This way, you will be able to find a PPC network that doesn’t only fit your monetary budget, but also allows you to manage your time efficiently.
Step 4: Speak To Your Customers
This is probably the most significant, and most often overlooked step in this process.
The smartest targeting on the most technologically advanced ad platforms will not work if your marketing message is not right.
When most businesses are simply concentrating on better targeting, the easiest way to stay ahead of the curve is to have a powerful marketing message that overshadows the competition.
When several paid search results are shown, the customer will be most like to choose the one that communicates trust and relevance, especially where sales are concerned.
In order to get your marketing communication right, you will have to dive deeper into researching your potential customers. Understand what their preferences and pain points are. Understand which features are important to them when making a purchase decision.
This way, you will be able to “speak their language” and make them understand that your product is the best solution to their problem.
It is advisable to never depend on a single platform for lead generation. Use the above strategy to identify multiple networks that suit your needs.
Then depending on your goals, the audience behavior, and features on offer, assign a percentage of your PPC budget to each of the selected platforms. Over time, measure the performance on these platforms, and use the intelligence to further optimize your PPC strategy.
As you can see, every significant decision in the process is led by the intelligence gained through audience research. While paid advertising is a great tool to reach out to potential customers, unless you have a thorough understanding of what “makes them tick”, closing sales will always remain a challenge.
Christopher is an author for CPS Magnet - the platform is perfect for businesses that develop and sell elearning products such as courses, course materials, and learning management systems.