subject: PPC: When to quantify [print this page] PPC: When to quantify PPC: When to quantify
No online advertising campaign is going to be cheap, no matter what business you're in. Pay per click can be a highly effective marketing method, but it possibly takes more forward planning than any other form of online marketing. It's vital to sort out the how, where and when of your target groups in the early planning stages. In order to do this, you first need to sort out the who and the why.
The who: Advertising necessarily requires target groups. Of course, it's possible for your target group to be the whole world,' but this is hardly going to make for an efficient PPC campaign. Specific groups should be selected, and then thoroughly researched. This will allow you to carefully target the why of your campaign.
The why: Next, it's important to sort out why these groups are going to click on your ad. This is important not just from a customer point of view, working out why anyone would be interested in your ad, but important from a business point of view as well.
Pay per click advertising is a very efficient method of advertising. The market information you have should allow you to plan very carefully what type of customer will be attracted to your advertising. This means that with your wording you can select highly specific sub-groups from your main target group, allowing you to target your landing pages more effectively and achieve a high conversion rate, or you can go a little broader, attracting more traffic. The way you decide to go will depend on the kind of marketing campaign you're aiming for.
The specificity that PPC allows makes the planning stages more important for this form of marketing than for other forms. Talk to our consultants at Click Consult about your concerns when it comes to PPC.
