To PPC or not to PPC, that is the question for MDs
by Jo Shaer, on May 6, 2015
To be, or not to be, that is the question—
Whether 'tis Nobler in the mind to suffer
The Slings and Arrows of outrageous Fortune,
Or to take Arms against a Sea of troubles,
And by opposing, end them? To die, to sleep—
No more; and by a sleep, to say we end
The Heart-ache, and the thousand Natural shocks
That Flesh is heir to? 'Tis a consummation
Devoutly to be wished.
I learned the first few lines of the soliloquy from Shakespeare's Hamlet, Act III, Scene 1 back in school. It was a memory test.
And that's how I came to pass the Adwords Certification exam recently. It was a memory test that had to be applied to nearly 200 multiple choice questions that were worded in very devious ways.
But why did you go to the trouble of passing the certification for Google Adwords?
Because, the longer I spend in this business, the more I understand that it is a game of a multitude of parts, all of which need to be joined together to get the best results.
And PPC - or Google Adwords - is a big part of that puzzle.
The Slings and Arrows of Outrageous Fortune
Depending on who you are talking to, as few as 3-5% of your qualified market are looking for you at any one time.
Which means that as many as 95-97% of the people who desperately need your help are NOT looking for you!
That hot zone of 3-5% is made up of people who need your product, know they need it and are actively trying to get it. They just need to decide who they are going to buy it from.
These are the guys that everyone in your industry will be marketing to. You and your competitors.
Many of your competitors will have set aside a budget for Pay Per Click marketing - the text ads that appear at the top of any search results page and also in the sidebar.
If you have a strong presence through your website and blog in organic search, you may not think it is worth the investment. Especially if you rank number one for your brand name.
The Heart-ache, and the thousand Natural shocks for Brands with PPC
However, I have a bit of a shock for you. Google has changed the layout of their search results pages so that, in most cases, the screen above the fold is almost completely filled with paid adverts. Only one business will gain that coveted first organic position above the fold.
But, there is an even worse shock coming.
Did you know that your competitors are allowed to bid on your brand name as a keyword in PPC?
Yup, thought that might make you sit up and listen!
What that means is that, if you don't run a brand campaign of your own, three of your competitors could be showing above your own website when users search for your name.
They cannot use your brand name in their actual ads because that would break the rules and be false advertising. BUT it is now very easy for your competitors to DISTRACT a potential customer who has made the decision to search for you with a view to making a purchase.
Or to take Arms against a Sea of Troubles
You don't really have a choice any more. If you have well-loved and recognised brand and your competitors have started bidding on it as a keyword, you have to run a brand campaign of your own.
On the plus side, set up correctly, it is the cheapest of all PPC campaigns to run and can result in additional sales.
Call us today on 01702 476517 to find out more about setting up a PPC Brand campaign for your business
Find out how Inbound Marketing can turn your website into a marketing machine that will generate free organic visitors who are ready to buy.