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Seeing the Bigger PPiCture

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Seeing the Bigger PPiCture

PPC advertising is often used only (unfortunately) as a tool to meet a few simple objectives; to be marginally tampered with for incremental improvements of cost vs. leads or revenue within the world of PPC only. It most certainly IS an ideal tool to ‘adjust > improve + adjust > improve’ within the scope of its direct purpose, BUT, it can be so much more – if you take a moment to step back, stop  and observe the invaluable data in front of you.

A Picture Says a Thousand Words…

Or, in this case, four. Still, this sums up the basic circular flow of how a typically well-functioning, oiled and serviced (search) PPC campaign may operate, leading to a beautiful business model for you to securely invest and reinvest your earnings.
cycle

This is just the beginning. PPC can be a tool for discovery; an ROI machine which can provide mountains of data to inform business strategy outside of PPC, such as using tried-and-tested ad messaging experimentation to inform offline advertising.

Insight on Consumer Behaviour

Presuming that you are making use of a full (initial acquisition/clicks + remarketing) PPC strategy, with a flow of traffic that looks something like:

cycle2

…There is immense value lurking in the data tracked throughout this entire process.

Are you making note of top-performing (traffic, conversions…) keywords to potentially focus on for your SEO campaign, or even other PPC channels?

Are you making note of positive or negative reactions to your change in price or messaging presented in remarketing ads: to potentially adjust your front-end offering?

AdWords, Facebook, Bing or whatever channel you use to draw pay-per-click traffic is more than ‘instant exposure’ to demographics, it’s an opportunity to gain key insights on market potential (is anybody searching for your product? Do people know it exists?) and consumer behaviour, with the ability to test and observe:

  • Different price points and what your demographic(s) are ‘willing to pay’ (by observing conversion rate increase or decreases) vs. the presentation of your business.
  • Different styles of ad messaging and how demographics respond, which can actually act as data to support, for example – product development:If you sell a product which is fairly distinctive to a certain age group, and are in the stage of figuring out how to speak to your potential customers = does the CTR % (Click Through Rate) of your ads increase or decrease with kitschy and casual wording, plus images vs. professional and clear-cut?
  • Purchasing habits of your target market

79

(above is a typical example of hourly conversion data from AdWords reporting)

Do the majority of your sales occur in the evenings, or the weekends? Data such as this can help support decisions of how to operate your business as a whole. You can save yourself time and money of such usually hard-won learning curves by using data like this as a heads-up to who your consumers are and how they behave.

See the Bigger Picture and Reap the Rewards

We’re on such a roll here that I didn’t even really (it briefly passed my mind, if I’m honest. I’m only human) consider using a PPC pun in this last sub-heading.

cyce

You are probably tapping into a FRACTION of what’s possible from looking at your PPC data as more than surface-level. There’s deeper value at play – for PPC to be used as a tool to prop-up all arms of your marketing, and guide bigger decisions than how much to bid for your next click.

We’re obsessed with PPC strategy, analysis and utilising the awesomeness of paid data to its fullest effect, so do drop us a line – we’re keen to discuss!

 

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By Nick Sullivan


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