Bad press is good press. Good press is, well, good press. So what is the deadly sin you can commit in PR? It’s no news at all. Advertising is the same. In fact, it’s much worse for the digital world where people are just drowning in ads.
You may be thinking: ‘Yes, we already have paid ads. We already know this.’ Sure, so does the rest of your competitors. Now, where and how would you stand out? What’s the secret sauce? One word: Balance.
Yes, you heard that right. It’s not a shortcut or a tool you can just buy and wave like a magic wand that will make your business successful overnight. The good news is that balance is workable. Attainable. Sure, it’s a long and hard journey but ultimately, worthwhile. Your future conversions would say so.
Keywords and Bidding
Bidding is a dance—you have many factors to consider like your budget, your keywords, goals, and the type of bidding you want to do (either automated or manual) for your campaign to be smooth sailing.
Our article here talks about the three main types of keywords like:
Even with these categories, it’s a balance of figuring out what keyword has enough search volume and what is niche enough to garner you traffic.
Besides that, you should know that the entire bidding process is a quest toward finding the most optimal amount of money expended—the amount that will guarantee the best performance for your ads. That’s why metrics like Cost Per Click (CPC), Cost Per Thousand Impressions (CPM), and Cost Per Action (CPA) exist.
There are other factors influencing your decision still. How far will the regions where the ads would be served are? How broad or narrow should your audience be? These are the questions you need to be asking constantly.
We probably already mentioned what makes great content—down from the copy and the marketing collaterals to improving your ad score. What we can dive into further is the need for your ads to align with the goals you’ve set, especially given how limited the resources of a marketing team has.
Are you going for awareness of your brand? Or perhaps consideration from other competitors? Maybe it’s the goal is to finally turn repeat website visitors into paying clients. Whatever it is, focus your attention on what reaps the most reward while also not neglecting other aspects of the marketing funnel.
After all, what you want is a constant input of leads and that’s only possible when the entire funnel is in coordination with each other. Once again, find the sweet spot that tackles all your intended goals.
Ads are useful, yes. But it’s a disservice to see it as just a beacon of goodness from your audience’s point of view. I’m sure you experienced this as well, there comes a point where an ad turns into a nuisance. And being seen as a nuisance is a point of no return. It’s hard to go back in their graces when you annoy your audience.
What tips the scale, you might ask? Well, it’s the frequency in which these ads are shown versus the relevance of the ads. Make sure you aren’t bombarding your leads with senseless fluff, or even if it’s useful, don’t serve ads too much all at once.
All these things combined should make for a balanced campaign. A note of warning though that for every industry, every business, and even every campaign, the balance point is different. You can’t expect PPC strategies that work on virtual boot camps to work on a Physical Therapy program, after all.