As Google continues to refine the search experience, companies are relying more and more on PPC to get their message out. While not a bad idea, paid ads can quickly become expensive. When you are spending that kind of money, you need to make sure you are doing it right.

Here are 3 ways to get the best results from your paid ads!

1.) Understand The Expectations

Paid ads are effective when done right, but they are not a magic solution to your problems. For example, it’s important to consider Demand Vs. Desire and where your customers are in that cycle.

Once you know that, you can plan what to realistically expect in lead volume and budget.

“Throwing more money at paid ads doesn’t guarantee you’ll get more out of them,” cautions Alex Kubicek, Paid Ads Manager at LeadsNearby. “If there isn’t a demand for your product or service, increasing your ad spend is not going to increase your results.”

2.) Understand Your Customer

Once you know how much you have to spend and what you hope to get in return, you need to decide what to promote.

Stephanie Potter, Client Success Manager at LeadsNearby says, “You can spend all the money in the world, but you won’t succeed with the wrong offer.”

Fortunately, the right offer is something a good marketing company can help you determine.

“It has to be something that people need,” adds Alex. “You can have a huge PPC budget and still lose to a competitor spending less because that competitor has the right offer.”

The right offer at the right time can convert that otherwise may be too early in the buyer’s journey. Make sure that you think like a customer when choosing your offer. If the offer doesn’t excite you, then you could be wasting your money on ads.

3.) Understand That PPC Depends On Data

Data plays a crucial role in PPC advertising. In this case, data encompasses both demographic information for targeted ads as well as feedback during the campaign! They are both equally important, they are just collected at different times.

Because of that need to collect feedback, Alex always advises his clients to start their PPC campaigns small. “This way we can gather essential data, enabling us to accurately scale based on audience response.”

BEWARE Of Shiny Object Syndrome!

Alex defines Shiny Object Syndrome as the desire to try something new just because it’s something new. He is quick to point out that this is a recipe for disaster.

“A client will hear this or that from a friend or competitor and decide they want to do it, too. The problem is that they don’t consider whether that new thing works with the strategy that they have in place.”

Sticking with a consistent strategy makes all of the difference. When you have a clear definition of success, it is much easier to figure out what PPC strategies will help you get there.

The Best Marketing Companies Understand Relationships

The dirty secret here is that paid ads strategies aren’t going to be that different from agency to agency.

The difference is how well the marketing agency understands what the client is trying to accomplish.

You need to make sure that your marketing company or PPC department is asking the right questions before they start a campaign. You have to understand not just what you’re trying to accomplish with your ads, but also why you are trying to accomplish that goal.

As an example, Stephanie points out that wanting more leads is a common desire, but it’s not a complete picture. Understanding why a client is looking for more leads helps her shape the approach.

“Are they looking to increase profitability so they can sell the business? Grow into a new area? Does the owner want to buy a boat? Knowing the goal gives us the best chance to turn their paid ads into a sustainable strategy.”

You also need to make sure that you have the right supplemental assets in place so things go smoothly once someone decides to choose you!

All the resources in the world can’t help you if you don’t know what you are trying to do. Call 919-758-8420 or contact us online for a free, 25-minute consultation about your marketing strategy. LeadsNearby can help you identify opportunities to bring your marketing in line with your goals. We have a variety of services and tactics that we can deploy to get you where you want to be.

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