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PPC: The missing piece of your digital marketing strategy

Kari Kennedy, Digital Marketing Specialist
Posted on Dec 19, 2019

Many clients work with Imarc to redesign their website or completely rebrand their company. A new website with a refined brand message is great, but it needs to be generating traffic as well. Here’s how pay-per-click advertising makes that happen.

Let’s be real – if your business does not currently have pay-per-click (PPC) advertising as part of your digital marketing strategy, then you are missing a piece of the puzzle.

This isn’t just a PPC how-to article, it’s designed to be a conversation to help you understand the building blocks of PPC. We’ll walk through five ways PPC can help you grow your audience and drive lead conversion.

The right message to the right people

While some traditional marketing tactics such as direct mail are making a comeback, PPC is a strategy that creates a highly-targeted campaign for your business. PPC allows you to present ads to users who are most likely to be interested in your product or service. This strategy allows you to get very specific when selecting your target audience with parameters around age, gender, keywords, device, interests, location, and more.

A cost-effective approach

A PPC campaign can be very cost-effective because you are in control of the set budget. You don’t have to rely on costly third-party tools or services to get your brand message out. Small budget? That's okay. Massive budget? Great! The point being that PPC has a low barrier to entry, and you don't need an outrageous budget to start seeing results.

Support your overall marketing strategy

Whether you're working to create engaging, thought-provoking content, send targeted email campaigns, or design creative direct mail campaigns (check out the one we did for Red Bull) PPC can help drive traffic to content that reinforces existing campaign messaging.

PPC can also complement your SEO strategy. According to Search Engine Journal, "Google Ads can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts." The same is true for other PPC platforms and search engines.

Make changes on the fly

With a PPC campaign, you’re likely to see results much faster than other marketing tactics. Once the campaign is launched, you’ll have a plethora of data that can drive decisions on refining or optimizing your campaign strategy. Perhaps a particular keyword is outperforming other keywords, or maybe the content on the banner messaging just isn’t resonating with your audience. Making optimization adjustments is quick and easy.

Better metrics

It’s all about ROI. We want to know that the money being invested is providing a return. Never fear – powerful tools like Google Ads, Google Analytics, Bing, Adroll, and others provide us with insights into who our ads are reaching, who is interacting, what messaging is working, and what content is most likely to lead to conversions.

Overall, creating a PPC strategy is an affordable way to reach your target audience when and where they spend their time. It can help achieve business goals and help support several other marketing channels. Plus it’s easy to make adjustments and reporting metrics have never been better.

Still nervous to jump in? Let’s talk! And we’d be more than happy to answer any lingering questions. As always head over to our blog for more tips, ideas, and resources!