To many, social media marketing strategies begin and end with a few Facebook posts and Twitter updates, but in reality, there’s a whole area of untapped marketing potential to be had. It’s more time consuming for sure, but you can bet that it pays off big and has the potential to create fans, shares, website traffic, better brand recognition and lasting impressions.
Putting together a PPC (Pay-Per-Click) campaign on Facebook seems easy; just build your Facebook page, connect with your audience by creating targeted ads based on location, demographics and interests and engage your audience with updates, anecdotes, news and more, promoting posts with ads to increase exposure.
We constantly talk about the world of PPC (Pay Per Click) marketing as a whole; how it is always changing and how bidding techniques and strategies need to change and develop with it. This is no different when we are talking about PPC marketing on different types of devices, whether it be desktops/laptops, tablets or mobile phones.
Pay-Per-Click can be somewhat emotional and those of you that are a little more advanced in Pay-Per-Click Management will definitely understand where I am coming from. Pay-Per-Click can be a highly emotional roller coaster and you need to make sure that you keep a strict mind when managing your campaigns to the best of their ability while focusing on the end goal, and most importantly do not tie your heart strings to your keywords.
People tend to treat their businesses like raising a child and often refer to it as their “baby”. PPC often feels like the same analogy. It’s new and refreshing and everybody wants to come and see this beautiful addition to your life. You have joy in wanting to show off your new “baby”. You keep her clean, you clothe her, make sure she is presenting herself in life in a respectful way, you spend money on her.
Recently Google announced a major change in the shopping results channel or shopping feed. Google Shopping is typically seen in about the 3rd position on the search engine results page (SERP). This system allows browsers to quickly go in and shop by price comparison between various retailers. It is extremely popular and drives a great deal of sales for thousands if not millions of retailers. Google has a fairly strict procedure on how to get listed in results that includes submitting products and all sorts of data including shipping, UPC number, etc. Many retailers rely on this shopping area as their bread and butter and most consumers love it. In fact you could say that many use this feature exclusively when searching for commodity type of items such as shampoo, books, etc.
Just like with so many things in today’s Internet Marketing landscape, PPC (Pay Per Click Marketing) is always changing and evolving, and in order to continue to maintain a successful campaign your strategies must change as well. Having been a part of the Internet Marketing world for the last 8 years I have seen many once thriving accounts begin to struggle.
Many times, over the last 8 years, I have had the same conversation with clients over one specific topic. If I am ranking high in the organic ad listings why do I need to bid on them in PPC? My normal response to them is “why wouldn’t you”.
The Internet has evolved into this amazing machine and PPC (Pay Per Click) has been every part of that evolution in the past 10 plus years. The effect this machine has had in our lives is substantial.
Marketing should never be looked at as an expense. Over time, if marketing is costing your company money, then you need to rework your strategy. Marketing, by definition, is the action or business of promoting and selling products or services. This definition is not ambiguous. So often, small business owners seem to not fully understand the value of marketing. The vast majority of big businesses get it and in many cases, good marketing strategy is part of what made them big in the first place.