Tom Sowler, the founding partner of London based paid search SME, RT Search, gives Real Business a quick introduction to the world of PPC.
With limited resources, most companies cannot afford to waste time and money investing in marketing channels and activities that do nothing to meet their business objectives. Despite their limitations, many companies are being persuaded to invest in tactical activities without understanding how it will impact their overall strategy.
Pay-per-Click (PPC) advertising, like Google AdWords, can be an amazingly powerful tool for sending interested, relevant visitors to your website. However, it’s easy to get wrong – and without careful thought and implementation it can end up being an expensive exercise for small businesses.
While most companies shut up shop at the end of a working day, marketers are busy planning their next move in the twilight hours. No, this is not a story about teenage vampires; this is all about the value of obtaining insights into consumer behaviour outside of the normal 09:00am to 17:00pm working day.
In the past, digital marketing has always been a split landscape – between the direct response and sales driven nature of PPC ads and the branding and customer awareness focus of Display advertising.
SEO and PPC advertising may sound like technical mumble jumble – but the potential for your business could be huge.