Three PPC strategies that can help you grow your business

Does your business or organization have a PPC strategy? PPC, or pay-per-click advertising, is an important tool in the digital marketing toolbox. If you want to grow your business and meet your lead generation goals and sales targets, you should be taking full advantage of PPC advertising.

Modern businesses need a full array of traditional and digital efforts that complement each other, not work against each other. This means looking at the big picture — the strategy — of not just your PPC efforts, but how they fit into your full marketing portfolio.

PPC strategy or PPC tactics?

Sometimes people use the term strategy when they mean tactics; and the distinction can often be subtle. Strategy is the overall, high-level plan used to achieve a primary goal or objective. Tactics are the individual measures taken to achieve these larger goals.

In military terms, tactics are used to win battles, while strategy is used to win the war. In marketing terms, your PPC strategy should represent an overall plan to achieve your even larger goal of growing your business. This strategy should be in place before you start to decide which specific tactics, such as keyword planning or bidding tools, you should employ.  

Lock down your PPC strategy with these three pillars

Ideally, PPC should be used as a balance to support other digital marketing efforts, such as SEO or social media marketing. If you don’t have a clear PPC strategy, you run the risk of wasting your advertising dollars in areas where you’re already performing well in other channels. Or worse, you could actually start to harm your existing efforts.

To avoid this, follow these three steps to create a solid PPC strategy:

  1. Perform a full audit of your current digital marketing efforts — This can be a time-consuming process, especially if you haven’t done it before, but it is worth the investment. By gathering information on all your channels, you can start to form a picture of what is working, what isn’t and what the opportunities are.
  1. Identify the gaps that PPC can fill — Use your audit to see where PPC advertising could be employed most effectively. For example, if you know a competitor is outranking you in organic search for a certain keyword, this would be a potential place to utilize digital advertising spend to close that gap.  
  1. Create a PPC advertising plan to fill those gaps — Here is where you can start to dig into specific tactics. Once you know the areas where you should be investing heaviest in PPC, it’s time to research the most effective ways to succeed in those areas. This includes creating compelling ads, relevant landing pages and using the best tools to have your ads winning the bids for the searches you want.

Burg & Co. Marketing offers strategic expertise in PPC and other digital channels

If you’re looking to grow your business with a PPC strategy, you can trust the marketing professionals at Burg & Co. Marketing to help you every step of the way.

Contact us today to get started.