Maximizing Your PPC Return-On-Investment
In today’s often uncertain economic and business climate, our Clients are constantly asking us about the best and most efficient means to achieving their business goals. Often times the discussion turns to the topic of PPC (pay-per-click) and business owners want to know “How do I get the best bang for my (online marketing) buck?” Well, when it comes to PPC there are a number of effective strategies one should consider in maximizing their online marketing dollars.
Developing your plan
“Fail to plan and you plan to fail.” So it goes with just about anything as complex as an online marketing strategy. It all starts with your business and stems into more specific variables such as sales goals, target markets, competition, and customer analysis etc.
Doing the proper research is like laying the proper foundation for a house. The structural integrity relies on it and if it falters, everything built upon it fails.
Implementing your plan
You’ve spent all the time and effort creating a detailed, focused plan to succeed with your PPC strategy—now you need to make sure it’s implemented correctly and efficiently.
Continuous feedback loop
The best way to improve and become more efficient is to evolve. In the PPC sense, this means analysis and understanding of web analytics. We work to analyze and refine—so your PPC campaign ROI (return-on-investment) makes sense to your business’ bottom line.
Though each Client of ours is a bit different and therefore requires a slightly varied approach, here is an example of how we planned for and implemented PPC ROI maximization to achieve the Client’s business goal(s).
The Client: Solar Film Window Tinting
The Market: Richmond, Virginia
The Need: Solar Film was interested in increasing their market share. They knew their potential customers conducted primary research online early in the purchasing decision—however, due to a lack of online presence, Solar Film was getting lost in the market clutter and their customers were not finding them or their great services.
The Solution: NetSearch Direct worked with Solar Film to develop a Local Search PPC campaign that strategically placed Solar Film’s website in front of their potential customers as they moved through the research phase early in their purchasing decision.
The Result: Continued measurement of the Local Search PPC campaign yielded positive results and generated nearly 300 quality leads for Solar Film’s business. Total cost per lead was measured at $35.14 and produced a higher average sale driven by Local Search PPC than any other media-driven sale.