The 1-2 Punch for PPC Marketing
Generating awareness to your product or service… the 1-2 punch! This article will go over a 1-2 punch power technique of generating awareness to your product or brand. Using this technique, we have generated literally thousands of leads & sales for our clients.
Taking this approach has saved our clients thousands of dollars in cost-per-click.
This technique consistently has the best ROI when PPC marketing.
Of course this ALL starts out assuming you have a website that will convert your prospects into leads.
Again, I have to say, this is to generate awareness to your product or service… your brand.
This is the very beginning of your sales funnel… the wide net at the top of the funnel.
From here, it is up to your website to educate and convert the prospect into a lead or sale.
So if your website isn’t up to par with good sales copy, proper calls-to-action, or a good user experience then this will probably be a waste of money.
Your website is the sharp point at the bottom of your sales funnel; it needs to be up to the task of converting the sales.
This part is as hard to tell someone as it is for them to hear it in most cases.
However, most business owners know that their website should be at least as nice as their biggest competitor, so that can be a good baseline for quality.
So once again, assuming your website is a finely tuned lead machine (like the websites we design for our clients.😉️), then this technique will work every time.
Okay, so what is it?
It starts with a social media campaign.
Social media campaigns are the fastest way to generate awareness to your brand or business.
They allow you to get your ad/brand in front of people without them actually searching for it.
It works a lot different than search engine PPC campaigns in this way.
When marketing on the search engines, you need to target search terms you think the prospect may be searching for.
This is a great pre-qualifier for your leads that are actually looking for you or your products, but not for those that may not know your service exists or specifically what to search for to find it.
Generating raw clicks & awareness on the search engines can be very expensive depending on what industry you’re in.
Social campaigns allow you to target your prospects by interest, groups, etc. to bring awareness to your brand or services.
After all, they may not even know they need you until they see you.
When you’re promoting a product or service that is relatively new to the market, that’s when you need to generate awareness.
So here is how it works…
Create ‘Ad Sets’ for each ‘type’ of customer you may have.
Set up at least 3 ads for each ad set.
You want these ads to speak directly to this ‘type’ of customer.
What do I mean by ”type’ of customer’?
The easiest explanation is when a business might sell to the public & wholesale customers or if they sell products to men & women.
You would create separate ad sets for each of these ‘types’ of customers because the sales pitch for each prospect will be different.
As mentioned before, you target each ads by the usual demographics like age, gender, location, but then you can go deeper with likes, interests, groups.
This puts your brand in front of people where they’re spending their time online.
Generates huge awareness for a lot less than the cost of generating awareness with raw clicks from the search engines.
This phase is relatively simple.
Now we utilize the reach of Google’s Ad Network.
Have you ever searched something or went to a website and after that, everywhere you went on the internet, you saw an ad for the website you visited?
This is called ‘re-targeting’.
A re-targeting campaign will spare you the cost of paying for awareness with raw clicks and help maintain the top of mind awareness for your brand.
These impressions are people that are already familiar with your brand and essentially prequalified.
So the click-throughs that come from these ad impressions always have a better ROI than buying raw clicks.
Not to mention you can tell Google to place your re-targeting ad on websites related to your niche.
These could be really big websites related to your industry.
Niche Publications, Review Sites, and sometimes even direct competitors that have AdSense ads on their website.
This is the approach we recommend and use when managing our clients’ pay-per-click marketing.
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