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3 Tips to Help You Choose the Right PPC Channel

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Many business owners are beginning to become overwhelmed with choice when it comes to which PPC channel (if any) to utilise as a source of leads or revenue.

Lots of agencies, insiders and ‘gurus’ will often push a broad approach – latching onto the latest trendy idea (“Facebook is huge!”) vs. choosing the right channel, based on business goals which align with the products and services that you offer, and how your market would typically engage.

Facebook may be huge, but that doesn’t mean it’s the best choice of platform for your business to invest in. Nor should you – as a business owner – try to launch campaigns on as many channels as possible, purely for exposure or fear of missing out on ‘what’s hot’.

What works for a fashion brand, is not necessarily going to work for a lawyer. If you are an electrician, should you choose to advertise on Twitter or Instagram right now, simply due to the buzz surrounding their latest advertising progressions? Probably not.

Choosing the ‘right’ channel simply means to invest where it makes the most sense, based on your most likely demographic; behaviours, hang-outs and purchasing habits.

Put yourself in the shoes of potential consumers

This is easy. Just think about how you behave when you purchase X or are thinking about Y, and think about when and where you take action. In most cases, the way you behave is the way the crowd behaves. We’re all human and act in extremely similar ways.

This isn’t exactly science, so educated guesswork is always at play, and it’s not 100% accurate. I.e. perhaps you aren’t computer literate at all, in which case you wouldn’t ever go to Facebook or even Google for X. If you’re not sure, gauge friends and family to give you more of an indication.
Do you typically search on Google when looking for the best holiday deals? Then that’s a great place to start. You know that you have a high-intent here, so you can make the assumption that many others do and that this channel is viable.

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Determine your advertising budget

How much do you have to spend and over what period?

Generally speaking, you should always plan for a minimum of 90 days’ investment. Another common mistake that’s made by many is the presumption that everything is going to go perfectly; really quickly. We rarely plan for otherwise, as we can’t foresee it.

If you have $10k of advertising budget, total, yet allocate that entirely to your first month, you’re allowing yourself just one month to achieve success. Plan for a longer term and aim for healthy investments in fewer channels, if you have a limited starting fund.

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Have a plan B

Even IF you choose the ‘right’ channel for your business from the start, this is one piece of the puzzle and success is not guaranteed.

So you have the most likely channel for success, you have a good budget – but what’s your approach? How will you advertise to your demographic… and is your demographic divided in to sub-sectors, aka. ‘this type’ vs. ‘this type’? Most are.

Always have a two-pronged approach when it comes to marketing, especially. I’m not going to use that disgustingly cliché ‘eggs in one basket’ phrase, but, you get the idea.

Spreading yourself thin or acting in abundance (“let’s invest here, here – and here! And here!) for its sake, as opposed to doing what’s needed, is the biggest mistake most start-ups (in particular) make when it comes to the above.

That ‘new thing’ you heard from the competitor down the road is hearsay. Do you know their budget? What ACTUAL success (leads and sales) have they had? Is it simply worthless exposure?

Determine what you do, who wants it and how to propose it to them; account for what’s needed to achieve those factors, then implement. Don’t follow trends or try to replicate the success of other sectors, or what you see in news articles. It may sound attractive, but it’s rarely the best approach.

Ducks in a row - A green duck among yellow ducks as a metaphor for individuality and individualism

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By Nick Sullivan


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