We’ve heard it said before in one form or another:  NOTHING in life is FREE. That’s the way it is in business, too.  There’s always a price. So, the question to ask yourself is this:  do you want to pay for advertising, or do you want your customers to come to you organically?  Pay per Click (PPC) advertising involves money; organic advertising involves time. Let’s take a look at both sides of this coin.

First of all, what is PPC?

Advertising can be the highest line item on your budget, if you let it be.  Word has it that CBS charged $5.1 million for a 30-second commercial during the 2019 Super Bowl game.  Yowzers! But no wonder – unless they were foraging in the kitchen for the next snack, over 100 million viewers would see the ad.  Not all of those people would be keenly interested in your product or service, so let’s keep that money in a jar.

Instead, one can take full advantage of PPC advertising.  It doesn’t have a Super Bowl price tag, and best yet – you only pay for those who click on the link.  Those are the folks interested in what you are offering. Quality leads. Sounds like a win-win mode of advertising, right?  Perhaps. 

Another way to reach your potential customers is organically.  You can reach them through great content and strategically-placed keywords (SEO).  Post blogs and articles of quality explaining your product or service, so that people who are interested will click and learn more.  That means writing and referencing and posting where those leads will find it. That sounds like a lot of work. Okay, so tell me more about paying for my advertising.

What are the benefits of PPC?

When you pay, your links are found at the top of the search, so customers will first click to learn more about your business than those links at the bottom of the page.  The paid ads are listed first, and nowadays, those searching often have to scroll down and down and DOWN before they find the organic listings.  Being at the top of the list is key.  

Because of that, the organic mode has become less effective.  There’s just too much competition with those keywords. Businesses will buy a bunch of words to get domain authority.  Those specific keywords in the paid ads can get them seated on the top rung of a search engine or out in center stage with their audience on social media.  Some searchers do not even go beyond the first several links. In fact, some don’t know to scroll down beyond the ads to find more information.  

So, paid advertising might boost you into a higher level of marketing and introduce you to folks who didn’t even know you were out there.  That’s right – PPC advertising may be just the shortcut needed to reach your niche market. All right. Then tell me where I should send my advertising dollars.

What are the best PPC platforms?

Not that you always want to follow the crowd, but let’s face it – all of those people certainly can’t be wrong!  Two of the most popular and most effective platforms are Facebook and Google. You want to reach the masses? Then these two are the Super Bowl advertisers for virtual marketing.

FACEBOOK ADS may suit your fancy.  They offer so many targeting options based on your ideal customer – interests, location, even behaviors!  Facebook allows you to blend both types of advertising, so that you can add native ads to all the talk-talk-talk that goes on in Facebook.

Google has become the personal librarian for us all in the 21st century – so GOOGLE ADS are just as popular.  Get this – that search engine gets 3.5 billion queries – not a year, not a month, but every day! You can set up a slew of different keywords for your target market to click, but a cautionary note.  These words are highly competitive on this platform. (Translation: you’ll pay more.)

So, that’s a quick peek at what PPC advertising is all about.  You might still opt to go the informative route with native ads.  Quite honestly, if you want to maximize your efforts, the best campaign is when you intertwine both modes.  

Once your advertising campaign has stirred up interest, you’ll need to take care of these new peeps.  That’s where we come in. LeadOwl as your CRM (Customer Relationship Management) software will keep track of the details for you.  You’ll be alerted as soon as an interested party opts in, but more than that, LeadOwl will go beyond that initial Cha-Ching. This leading-edge software also keeps track of the followup to your leads and sends push notifications to remind you to get in touch with these new folks. This smartphone and web app will assist you around the clock to stay organized, take notes, and remind you if you forget to call. All of this from the palm of your hand!

Click this link to sign up for a FREE two-week trial of LeadOwl.  See how this tool will work well with your advertising campaign to make sure that no future customer will fall through the cracks. Take your business to a higher level of exposure out there in the world of digital marketing!  🦉