Finding Your PPC Sweet Spot

25-06-2013Tags: PPC

Pay per click advertising (PPC) is a fantastic digital marketing tactic for B2B lead generation.

We have who thrive on PPC and spend over £2,500+ per month, consistently seeing a 125%+ return on investment each month. These clients utilise PPC to aggressively drive prospects to their website through appearing in the top three paid positions, with strong calls to actions. If they didn't utilise PPC this would severely impact their sales revenue.

Differing PPC objectives

At the other end of the scale we have clients who use PPC as an aid to enhance brand awareness and brand equity, and enables them to appear in the top paid listings for keywords which they are not organically ranking for. Due to the nature of their B2B, conversions are measured on how many people enquired through the website and exploring the search behaviour for people. They are using the PPC as an research and development exercise, and for brand awareness over generating direct sales revenue.

PPC can be unpredictable (if not properly managed)

PPC can be a very unpredictable digital marketing tactic when it's not properly managed. It is a evolutionary environment whether that's due to the search engines algorithm, or increased competition from new competitors investing greater resources and budget into the channel. Suddenly your position can drop and you can lose a large volume of targeted traffic to your website.

Finding your PPC sweet spot

Getting the fundamentals and foundations of your PPC is the first step. The sweet spot is the point of maturity of your PPC campaign(s) where you have the right keywords lists, the best performing adverts, consistently positive ROI, targeted positioning and the data to be able to forecast peaks and troughs and seasonality mapping.

Complete Control

PPC is completely controllable when you know what you're doing. The expenditure needs to be quantified against a realistic ROI and cannot be treated as a direct sales source straight away. It can take a while for your campaign(s) to become fully optimised, due to factors such as quality score algorithm, A/B testing and keyword search insight. So, ongoing management and development is essential.

Could you better achieve your B2B objectives by outsourcing your PPC?
Contact us for a free consultation today.