Marketing encompasses a wide variety of strategies designed to generate leads and open-up sales opportunities for producers and providers. Since it is all about the way consumers digest and process information, marketing methods continually adapt to market forces and shift according to the way consumers behave. Technology, for example, has a significant impact on the way relationships unfold between buyers and sellers, so it plays a huge role in prevailing marketing approaches. As a result, today’s methods for reaching consumers hardly resemble the industry standard held just a decade ago.
Hyper-connected communication and information technology obviously impacts the way we do business, so today’s emphasis is on finding the best return on investment for Internet-based marketing and building brands on the World Wide Web. Search engine optimization and other strategies have become essential marketing features for most businesses, giving rise to several distinct approaches in this marketing specialty. But trends also favor a pay-per-click approach, which ties the ROI directly to the number of users who click-through as leads. Google’s successful pay-per-click advertising system, AdWords, is the most widely-used resource for advertisers expanding their marketing efforts into this category. AdWords is appealing to an increasing number of participants for many reasons, including the following ways some businesses benefit from pay-per-click campaigns.
There is no one-size-fits-all marketing approach, so organizations typically gravitate to strategies appropriate for the size and scale of their operations. AdWords contributes a highly flexible marketing option, so it is effective for a wide variety of businesses – regardless of their size. While there is some time and money required to initiate an effective campaign, it is not as limiting for small businesses as the cost of some other forms of marketing can be. And AdWords is a friendly application for scaling as a business grows. Generally, increased spending on AdWords marketing results in consistent returns, so there aren’t penalties for scaling your effort as is appropriate for your place in the market.
Traditional marketing efforts frequently lack the level of accountability business operators would like to have at their disposal. Measuring return on investment is critical, because misguided advertising efforts equate to money down the drain for businesses counting on their precious marketing resources to furnish sustainable leads. AdWords has a leg-up on many forms of marketing because ROI is measurable using a variety of standards that clearly illustrate the effectiveness of your PPC efforts.
Another distinct advantage of AdWords over long-term SEO efforts and other marketing strategies is the potential for immediate returns as soon as your ads are placed in service. SEO strategies, on the other hand, build momentum over time, eventually yielding positive returns if applied correctly. It is difficult to measure return on SEO spending, however, because there are too many variable present to precisely attribute leads to specific SEO practices.
AdWords Effectively Augments other Marketing Efforts
Most professionals would not advocate a single-minded approach toward online marketing. Social media and other platforms, for example, offer new frontiers to be explored for their marketing potential. Where AdWords excels is as a relatively easy-to-initiate supplemental marketing effort that can really drive leads when included as a feature of comprehensive marketing campaigns.
Target Customers Directly
Blanket marketing notoriously returns a miniscule percentage of interest from those exposed to traditional ads. In AdWords, however, it is possible to refine your presentation to include only those viewers you deem most desirable. Limiting your ad to a certain part of the world, for example, targets only those customers in need of your products and services – increasing returns by landing your message efficiently. Managing keyword matches is another AdWords option, enabling you to target only those searching for exact terms within your niche. It is even possible to dictate the times of day your ad is active and the types of devices it can be accessed from.
Regardless of the size of your business, online marketing provides affordable solutions for spreading messages about your organization. Google’s AdWords furnishes a flexible, straightforward marketing approach perfect for supplementing other efforts. Google’s Pay-per-click ads offer distinct advantages to supplement other advertising strategies including fast and measurable ROI and flexible options for targeting consumers. Even if you are not ready to jump in with both feet, it may be time to consider an AdWords presence as part of your evolving marketing plan.
This is a guest post by Sarah Brooks from best people search. She is a Houston based freelance writer and blogger. Questions and comments can be sent to brooks.sarah23 @ gmail.com.