Paid Social Media posts can bring your business great exposure if your organic posts aren’t being seen regularly, and you don’t enjoy wasting advertising money. Combining paid social media posts with your already existing social media management can be an effective use for your marketing money.
Behavioral Retargeting and Pay-per-click (PPC)
Two vital paid channels of advertising that engage customers at varying stages of the sales cycle:
- PPC or Pay-per-click advertising: This advertising method works by bringing in new customers that the organic results of a search engine may not have targeted.
- Behavioral Retargeting: Is a form of marketing that decides what online advertisements to present to a consumer based on their past interactions. Once a consumer has arrived on your site (even if they don’t make a purchase) they are retargeted with ads to lure them into purchasing.
OPMCG Pay-Per-Click Advertising Options
Though AdWords by Google is the most well-known PPC advertising, there a multitude of options that we consider for our clients. These can be Bing Ad, Facebook Ads, and so forth. These services all serve to drive traffic to your site on a pay-per-lead basis. The return on PPC advertising, in our experience, varies significantly from one platform to the next. Pay-per-click can be an excellent marketing investment, especially for clients who want immediate traffic driven to their websites. With this in mind, we firmly believe that the value of SEO and continuous SEM, leading to as many organic search results as possible. SEM and SEO investment are conducive to long-term added value for your website. These tactics certainly last much longer and have more significant impacts than pay-per-click advertising, which stops as soon as you stop spending money.
OPMCG More Information regarding Retargeting
Retargeting, alternatively referred to as remarketing, is a way of advertising to people who have previously visited your site. When a customer visits a separate website, after having visited yours, the ads they have seen are retargeting ads. Sometimes coming across an ad for a product you just viewed makes you question who is watching. The truth is these ads when created correctly, are an affordable way to drive a lot of new business to your site. Retargeting works by keeping your brand fresh in the visitor’s mind. Add a promotion exclusively to the retargeting ad, and you are well on your way to gaining new customers. We advise you to link your retargeting ads back to landing pages that are specifically focused on conversion. By doing this, you are offering the customer an incentive to make a purchase. You can find more information on these details on our retargeting info sheet.
OPMCG SEO or Paid Advertising?
A frequent question we get asked is, “Which is better, SEO or PPC?” Our response? “It all depends.” Very helpful, right? Just let us explain. Most of our clients require a bit of both for successful online marketing. SEO is a long game, continuously working to convince search engines that your website is deserving of high ranking, based on the products and services you offer. PPC however, quickly brings visitors to your website. The downside of PPC is once you reduce your spending, the well goes dry, meaning it is only meant to be a quick payout. Another issue with PPC is that if you don’t keep track of your spending closely, your return may not be worth the investment. It is vital to be extremely careful when running ads, or you may blow your entire budget, with little to show for it.
OPMCG’s Advantage
We are repeatedly seeing clients who have had bad experiences with pay-per-click and other methods of paid advertising. OPMCG’s approach to paid advertising is conservative. We focus solely on the opportunities that will be the most effective at driving traffic to your website. We are dedicated to carefully monitoring the performance of your ads and making changes when necessary. Our experience allows us to guide you in selecting the best combination of paid advertising for your business.
Want to learn more? Get in touch with us, and we will be more than happy to show you client case studies in your desired paid advertising platform.
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