These two paid advertising channels reach customers at two different stages of the sales cycle. Pay-per-click (PPC) advertising draws in new visitors to your site who may not have otherwise found your site listed in a search engine’s organic results. After anyone visits your site and doesn’t convert (by contacting your or purchasing your product/service), retargeting comes in to keep you in the mind of that visitor and encourage them to come back.
Time and time again, we see clients who’ve been burned on PPC advertising. If you’re familiar with Adwords, you know that Google makes it look pretty easy and straightforward to set up some ad campaigns. But things can get tricky in a hurry, and if you aren’t careful, you’ll blow through your budget without a whole lot of results to show for it.
Sector45 takes a conservative approach to PPC, honing in on opportunities that are most likely to drive the most traffic to your site and continually monitoring your ad performance, revising ads and campaigns where necessary. We leverage our experience to guide you in selecting a smart mix of paid advertising.
Want to know more? Contact us and we’re happy to share a few client case studies in the paid advertising platform you are considering.
Google Adwords is the most widely known type of pay-per-click advertising, but there are many others that may be worth considering for our clients, such as Facebook Ads and Bing Pay Per Click. All of these services are geared toward driving traffic on a pay-per-lead basis.
In our experience, the return on investment for PPC advertising can vary greatly from platform to platform. There is no doubt that PPC can be a smart marketing investment, particular for clients who want to drive more traffic immediately to their websites.
That said, we are firm believers in the value of search engine optimization (SEO) and ongoing search engine marketing (SEM) to capture as many organic searchers as possible. Investing in these tactics creates long-term value for a website that can last a great deal longer than the immediate impact of PPC advertising, which ends completely as soon as you stop your spend.
Retargeting, also known as remarketing, advertises to people who have already visited your website. These are the ads you see on other sites for products and services you’ve viewed previously. They may seem a little creepy at times, but the fact is that when set up correctly, they can drive a ton of new business with a very affordable cost per acquisition.
Retargeting works because it keeps your brand in the minds of visitors. In our experience, it is even more effective when you “sweeten the deal” by offering a bonus exclusively in your retargeting ads. We recommend linking retargeting ads back to specific landing pages that are more focused on conversion than the general pages of your website. In this way, you’re sharing something new with the folks who come back, and giving them even more incentive to take the next step.
We share a lot more details about our approach to remarketing in our Retargeting info sheet, which is completely free of charge and well worth your while if you’re considering this type of advertising.