Pay-per-click (PPC) advertising is a common tactic for just about every business, as it is a surefire way to reach the top of the search engine results page. This can increase website traffic, which ideally drives more sales. Oftentimes, Google AdWords, now called Google Ads, is considered the king of PPC advertising. It promotes itself as an easy-to-use, DIY way to break into search engine marketing. While this can be a powerful and effective method for your business, there are some limitations to keep in mind. If not managed properly, your AdWords campaign could turn into a money pit. However, there are other ways to run a successful PPC campaign. Here are a few reasons why AdWords might not be enough for your business.
Although at first glance Google AdWords seems like an intuitive and straightforward tool, it is quite the contrary. AdWords is a game you have to master through experience, testing, and diligence. For those with limited time and small budgets, this isn’t always an option. Failing to select the right keywords and optimize your bids correctly could be a costly mistake.
Potential to Lose Money
Without the tested knowledge and familiarity of Google AdWords, your campaigns could be spending more money than they make. If your PPC ads neglect to meet Google’s evolving guidelines, your quality score will decrease. The lower your quality score, the more you have to pay for the keywords you want. Keyword selection can be a challenging task that requires the proper experience, especially when you’re competing against large companies for particular search terms.
Beware of Google’s Recommendations
It’s good to remember that Google is a business. This means that their goal is to make money off your AdWords campaign and maximize their profits. They’re likely to recommend that you pay more and opt for popular (and expensive) keywords to rank the highest on their results page. These recommendations are good, but you have to be smart about your strategies. This requires testing the results to see what price you actually end up paying per click. You can then adjust your settings based on your business needs, rather than checking the box on everything Google wants.
Requires a Lot of Manpower
While setting up a Google AdWords campaign is easy, setting up a cost-effective campaign is a bit more demanding. The details matter, so setting up everything just right will take time and effort. Not to mention maintaining your campaign is a whole other story. This can include optimizing keywords regularly, analyzing success as measured by your specific parameters and editing ad copy among other tasks. It’s an ongoing process that calls for committed manpower.
SmartClick – a Powerful PPC Solution from Strategic Marketing
Strategic Marketing offers a fully automated pay-per-click platform called SmartClick. This effective tool can manage your paid search campaigns across all major search engines, including Google, Bing and Yahoo. SmartClick can track your campaign’s phone calls, emails, form fills and other web events back to the keywords that generated them. Rather than setting up an AdWords campaign yourself, use SmartClick to maximize profits while saving you time. To learn more about our PPC advertising platform, contact us today by visiting our contact page or calling (561) 688-8155.
Rebranding is can be a common business move for companies both big and small. There are several reasons why a company might consider a new branding strategy, whether it’s to shift the perception of their brand or display their progression with an evolving market. Your brand and corporate identity are crucial aspects of your business, which relies on these messaging cues to make the connection between your customers and the company. It’s important to continuously evaluate your brand to see if it’s still making a profitable impact on the market. Here are several reasons why your company might want to consider a new branding strategy.
Your Brand Name No Longer Reflects Your Brand Vision
As your business grows, what seemed like a great name and logo 10 years ago may not be so effective today. Sometimes changes in cultural context, audience recognition, or simply a shift in company vision merits a new branding strategy. Whatever the case, a dated brand can slow you down if it’s not keeping up with the overall mission of your company.
Repositioning in the Market
Your branding should always reflect your company values, identity and the particular market you’re trying to reach. If you’re attempting to reposition yourself by providing a new product line or altering your audiences’ perception of you, a rebrand should also take place. This may call for a logo or tagline change, all the way up to a complete website makeover. A strong branding strategy will move in harmony with your company’s position in the market, accurately showing the value you provide.
You Need to Differentiate
Competitive differentiation is a vital component of your branding strategy. If you have a limited pool of clients despite your excellent services and overall positive feedback, you might want to look at your branding. Does it stand out from the crowd, or is it lost in a sea of competitors? Adjusting the visual aspects of your business to capitalize on unique value propositions will improve your visibility to consumers.
Stay Current in an Evolving Market
At times, you might find yourself considering a rebrand just to keep your company competitive in an evolving market. The “cutting edge” changes constantly, so you wouldn’t want your brand to get left behind. A new branding strategy allows you to redefine your company with the goal of reaching new and untapped audiences. While this can be a challenge, it is worth the research and effort to ensure that you stay on top of demographic shifts and change in consumer appetite.
Take Your Brand to the Next Level with Strategic Marketing
Strategic Marketing is a full-service advertising agency, offering over 25 years of experience. We’ve helped businesses across many different industries establish powerful branding strategies within their relevant markets. Through various traditional and digital marketing tactics, our specialists can determine the most effective strategy based on your goals. Whether you’re looking to launch a new brand or update what you already have, we can help get your brand noticed. Contact us today by visiting our contact page or calling (561) 688-8155 to learn more.