Get leads fast the Google way!
Get leads fast the Google way!
The path to purchase
The customer path to purchase has become increasingly more complex and not only does it vary from one market segment to another, it can also be vastly different from one vertical to another.
Starting with the basics
For the purposes of this piece, we’ll address the generalities of the path to purchase for all industires. According to Google assisting channels build awareness, consideration and intent earlier in the customer journey. Last interaction channels act as the last point of contact prior to a purchase.
In general terms, display ads are always awareness generating. Social media, email marketing and paid search straddle consideration and intent in assisting interaction. Referrals straddle intent to purchase and decision. And organic search other paid advertising and direct ads all fall right within the last interaction or decision making phase of the path to purchase.
So now to the get leads fast part
Let’s just say that you’ve already been building awareness, you participate in social media and email marketing and you may even have done some paid search advertising but you still aren’t generating the number of actual decisions or conversions you’d like to. This is the time when you kick it up a notch with a really well thought out and targeted campaign to shore up those decisions with some referral adwords, retargeting and some direct adwords. And don’t forget your organic search either; remember, display ads, social media, email marketing and your paid search ads will all continue to contribute to driving clients to the last interaction stage. But top of the list is organic search or SEO.
So what’s more valuable to businesses: SEO or PPC? The truth is, is depends on a multitude of different factors. I always recommend doing both if budget permits.
- How competitive the keywords that are relevant to your business are
- The cost of PPC bids for various keywords
- Whether your business is local, regional or national
- The type and cost of product or service you market
- How much time you can budget to the PPC and SEO administrative tasks
- How many leads you need to either maintain or expand your business
There are several important aspects of paid search advertising, including:
- Keyword research
- Well-crafted ad copy
- A/B ad testing
- Bid management with multiple publishers
- Landing page content relevance
- Call to action strategy
- Results measurement
Paid search is a unique form of advertising in the sense that it provides immediate results. Ads properly managed can appear quickly on page one of a SERP, unlike organic website listings that take a long time to reach page one, if ever. Quite literally, a PPC ad can be written, published, and on its way to driving results for your company before you even finish reading this article. It can be turned off just as quickly. Furthermore, ads can be scheduled in advance and turned on and off on specific dates and times.
You’d agree that when an advertising method is driving positive results to your business, you hope it continues day after day. That just so happens to be one of the major benefits of PPC marketing. There are billions of searches completed every day on search engines and there’s no end in sight for the growth in search volume. Many of the searches are for specific products or services, a portion of which are probably very relevant for almost every business. With the right keyword mix, it’s not difficult to maintain a steady stream of reliable traffic to your website. Each day brings new customers to your website, all searching specifically for the product or service you provide.
Paid search advertising is an essential part of digital marketing and there’s room for it in every business’s strategy. Remember, knowledge is power – learn all you can about paid search strategies and system administration. And please, whatever you do, find a consultant who is certified and knows how to work according to Google’s standards. Your business’ success really does depend on it.
Paid search advertising is a journey, not a destination. The key to running successful campaigns is remaining diligent in learning, researching, planning, implementing, testing, measuring, improving, and then repeating the whole process over again.
If you do this consistently it will absolutely pay dividends!
Images sourced via Think with Google