Pay per click (PPC) advertising seems like a guaranteed win. You only pay for the traffic you actually generate, so it’s practically impossible to waste money, right?
On some level, this logic is sound. Other marketing and advertising strategies from the risk of exhausting your resources without lending any value to your business. But at the same time, this philosophy lulls you into and unearned sense of complacency. At best, you’ll miss out on your true potential by following this idea and allowing your campaigns to stagnate. At worst, you’ll end up spending much more money then you generate.
The best hope for your PPC campaign and the future of your business is to remain as adaptable as possible. That means updating your campaign regularly, striving to learn new information on a frequent basis, studying new competitors as they emerge, and being willing to experiment with approaches you may not have originally considered.
But why is adaptability so important and what steps can you take to make your company more adaptable on the PPC front?
Let’s start with a brief explanation of why PPC advertising is valuable in the first place. In case you aren’t familiar, PPC advertising is any form of advertising online that charges you in specific amount of money for each click the link or advertisement generates. There are many channels and tools you can use for PPC advertising, with two of the most popular choices being Google and Facebook, due to their wide reach and broad appeal.
Oftentimes, you’ll be able to completely customize your PPC campaign from within an administrative portal provided by your platform of choice. For example, you’ll be able to control things like your total budget, your bidding strategy, the content of your ads, your target audience, and more. You’ll also be able to access all relevant metrics for your campaign, allowing you to track your performance and how it changes over time.
Where does the pressure to adapt come from?
In a stagnant and unchanging system, you can develop one fixed strategy and pursue it until the end of time. But in the PPC world, failing to adapt can have some serious consequences.
There are several reasons for this.
If you want to get the most out of your PPC advertising campaign, you need to stay as adaptable as possible. These are some of the best ways that you can do it:
Being successful in PPC advertising does require a change in your mentality, at least at first. As you grow accustomed to the ebb and flow of PPC ads and as you learn more about your competitive environment, you’ll naturally become more comfortable and familiar with experimentation and adaptability. Once it’s ingrained in you, there’s no going back – and you’ll be equipped with the experience and perspective you need to be successful in this area.
Nate Nead is the CEO & Managing Member of Nead, LLC, a consulting company that provides strategic advisory services across multiple disciplines including finance, marketing and software development. For over a decade Nate had provided strategic guidance on M&A, capital procurement, technology and marketing solutions for some of the most well-known online brands. He and his team advise Fortune 500 and SMB clients alike. The team is based in Seattle, Washington; El Paso, Texas and West Palm Beach, Florida.
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