Bidding on Your Image: PPC and PR
If you attended our recently retired PPC 101 seminar, you already know the most important fundamentals and can rattle off a good five or more reasons why a business needs a solid pay-per-click marketing campaign. If you missed the seminar, we’re pretty sure you’ve read enough of our newsletter articles to be able to do the same thing. But have you ever considered adopting new PPC strategies for public relations and brand management?
Typically, we believe that PPC campaigns are best used for promoting our goods and services. While this is always true, not considering PPC for some quality PR and brand management means missing out on a solid investment of advertising dollars that stands to yield excellent returns on investment. Consider the following:
Case Study: Experimental Success
Our client recently authored a book that was warmly received in his local community by way of newspaper articles featuring him and the business that prompted the book. The article was blogged about and we wanted to capture the attention while it was a hot topic. NetSearch Direct turned this opportunity into even more selling power for the client by turning our attention towards his current PPC strategies. By creating a new campaign focusing on keyword combinations such as “book title”, “the book title + author”,” the book title + client’s company name”, to name a few, we were able to increase his visibility and boost those profits even more. We used PPC as a fast-acting PR tool to post highly-visible ad space on the SERP, and capture the attention on interested buyers riding on the wave of the book’s popularity.
Positive leveraging of PPC campaign capabilities paired with public relations/brand management doesn’t stop there – imagine that same scenario with a bad twist: faulty products or customer service disputes. These PR nightmares can have very lasting negative effects on a business, and its newly released book sales, if not managed properly. Looking at PPC in a new light will afford your PR campaign a broader reach while also giving you tighter control over your hard-earned company’s brand management. Having a marketing team that knows how to maneuver your business through the bumps in the road will save your company valuable face. Anyone can set up a PPC campaign targeting any number of keywords, but you’ll need a true expert in order to structure a successful campaign’s goals, budget, length of run time, plus deliver analytical expertise.
If you are struggling with a brand management issue or need some ideas to refresh your PR, talk to your account manager at NetSearch Direct. We’ll be able to review your current campaign goals and successes with you, while formulating a strategy to overcome any opportunities that may be presented. If you aren’t a current client we’re always happy to take consultations, call us today!