What are you passionate about? I have a lot of things I care about, but one of my greatest passions is pay-per-click advertising.
I love PPC management. It’s something I think about and research for fun, even during my down time. I constantly find myself pondering some bit of theory or stewing over a way to make campaigns more effective.
My passion for PPC management is why I started Disruptive Advertising. I’ve seen a lot of poorly run campaigns and I want to help companies really access the power of digital advertising.
When managed correctly, a PPC campaign can redefine a business…and that’s a thrill I just can’t get enough of.
Why I Love PPC Management
So, why do I love PPC marketing so much? Well, it all boils down to 5 reasons.
1. You Can Track Everything!
Once you’ve managed a few good PPC campaigns, every other marketing medium starts to feel like pure guesswork.
- Is your target television audience actually anywhere close to converting when they see your commercial? Who knows?
- Are your billboards really driving any additional sales? Maybe?
- Are there elements in your direct mail campaign that are turning off your customers? It’s certainly possible…
The list goes on and on. There are so many possible factors that influence conversion behavior that it’s hard to predict how any marketing campaign will perform. Regardless of the medium, you have to put your best effort out there and then see how people respond.
The problem with non-digital marketing is that you usually have to make decisions based on extremely high-level results. Sales are up this month, so I guess our TV ads are doing something…
In contrast, with digital marketing you can see the whole process from first impression to final sale. With PPC management, you have actionable answers to the important questions. It’s not always a straightforward path, but at least you have the information you need.
What was once ambiguous for a non-digital marketing campaign becomes easily accessible in a digital campaign:
- Is your traffic actually anywhere close to converting when they see your ad? You can find the answer in your search terms report.
- Are your ads really driving any additional sales? Do an A/B test and figure out which messages are driving the most conversions.
- Are there elements of your landing page that are turning off your customers? Run a landing page split test and find out!
Having the answers isn’t always the same thing as knowing what to do with them, but it does equip you with the facts you need to make educated hypotheses and run effective tests.
2. You Can Control Everything!
Okay, you can’t actually control everything in a PPC campaign, but you have an incredibly granular ability to optimize the effectiveness of your marketing. I love being able to control exactly when, where, and how my message shows up to the audience I’m targeting.
If I want to tweak an element to boost ROI, I can do it. If I find a money drain, I can eliminate it. All the power is in my hands.
PPC management is as close to omnipotence as I get!
3. It’s Intent-Based Marketing
Good PPC marketing is all about creating a message that is both compelling and consistent with a prospect’s search intent. While good branding is an advantage in any marketing space, a PPC campaign with a well-crafted message and site experience can nearly—if not completely—bridge that gap.
Most major brands are not using Paid Search and other PPC channels to effectively draw in potential clients. If you manage your campaigns right, this leaves the door open for smaller business to carve out their own niche by understanding customer intent and the importance of message match.
4. The Results Are Immediate
PPC advertising is an incredible dynamic marketing tool. Unlike many other advertising channels, you can rapidly pivot in response to new data. What’s more, that data comes quickly. Within just a few days (or sometimes even hours), you can usually see the effects of a new marketing tactic.
Now, I’m a big believer in waiting for stable results to make decisions, but it’s fun to watch changes take effect in near real-time.
In PPC management, you don’t have to invest huge production budgets and hope for the best. Instead, you set up a quick experiment or two and see what happens. If the results aren’t working out the way you want, you can learn and pivot towards another potential solution.
PPC advertising is a bit like Adderall for my marketing ADHD—it helps me relax and is a little bit addictive.
5. It’s Fun to Grow Businesses
While there are a lot of perks to PPC advertising, I really fell in love with pay-per-click the first time I saw PPC management transform a business.
During my consulting career, I took over PPC management for a services company. When I started working with them, they had about 25 employees and were reasonably successful. It wasn’t a bad situation, but once we started doing their PPC right, their business suddenly took off!
Based completely on PPC leads, their company grew by leaps and bound. They had to hire an entire sales floor just to handle the volume of qualified leads I was driving into their business. At present, this company is still a client. They employ more than 200 people and just went through their series B round of funding to accommodate their aggressive growth.
After watching my efforts redefine success for a company, I was hooked! It’s still an incredible rush to help companies reach new heights. On average, most companies seem to waste two-thirds of their PPC marketing budgets and it is extremely satisfying to help them turn that waste into growth and profit.
As the CEO of Disruptive Advertising, I don’t get to spend as much time managing PPC accounts as I used to, but I still love to get my hands dirty whenever I can. After all, PPC management is my passion!
There are a lot of reasons to love PPC advertising, and I’ve just touched on a few of my favorites. How do you feel about pay-per-click? Do you share my passion? Let me know in the comments.
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