February 24, 2023
When a Pay Per Click (PPC) account has been well put-together, it can be instrumental in delivering your business’s offering to new and relevant users at the very moment they intend to take action.
Such action may take the form of the interested party using a call extension to call you directly through the ad. Alternatively, they may book a showroom visit or purchase immediately – there are abundant possibilities.
This optimal timing, combined with an easy and intuitive process for contacting or purchasing from you, can help turn casual browsers into high-value and high-intent customers.
You can achieve this for your own brand by matching search actions with your tailored solution, using well-crafted ad copy to capture existing market demand, and then converting those potential customers into actual customers on an optimised landing page.
It will inevitably always be the case that some potential customers of your business are slightly higher up the funnel, or are still hesitating to turn their initial curiosity into an enquiry or purchase.
However, this doesn’t mean your PPC activity will be wasted on such browsers. After all, PPC isn’t just about getting intrigued parties to make that final move – it can also be a powerful way of introducing your brand to new audiences.
Through such measures as static display ads, Demand Gen campaigns, and long-form or short-form YouTube ads, PPC can play an integral role in broadening your organisation’s reach.
Many brand decision-makers are eager to generate fresh user awareness and demand. However, they might not necessarily realise how PPC can help make this a reality. Such advertising can target users on the basis of their interests, their online behaviour, or even their engagement with industry rivals.
By taking this approach with your own business, you can help develop your brand presence and cultivate relationships with prospective customers who may not have found exactly what they require from competitors.
Something else about PPC that you might not have fully appreciated as a business, is the scope it gives you to tweak your marketing strategies instantly.
The PPC team at The Graygency, for instance, draws upon specific location targeting and/or in-depth product feed management, allied with performance data, to help its clients nudge ahead of the market competition, shifts, and trends.
Such an approach also enables the agency to rise to certain business challenges, such as the need to generate a greater number of bookings in one store vs another, or to bring attention to a specific range of products from a large product category.
To sum up, then: whether you’re most interested in using strategic targeting to generate new openings, or utilising relevant ads to capture existing demand, you can expect measurable returns from valuable audiences when you invest in a well-honed PPC campaign.
If your organisation takes pride in having a forward-thinking mindset, you should be taking PPC seriously as an essential growth engine.
Whether you're launching your first campaign or scaling an existing one, a trusted Google Ads Agency like The Graygency can help.
