In our last article, we discussed the importance of reviews, testimonials and how word of mouth and referrals are the best type of customers for your business.
Today, I want to discuss the advantages of paying for traffic. When you are starting off fresh on the web and you need fast targeted traffic, pay per click is the way to go.
If you have a good product you just need the opportunity to put it in front of a customer so they can see your products and services and determine whether your business is a good fit.
When the value that you provide outweighs the price, customers Buy.
The first step to this process is finding an audience and providing a solution to their problems.
Ask yourself “how can my business solve a problem that they have?“
Let’s see a real-life example
In the book, Rich Dad Poor Dad Robert Kiyosaki discloses the process he has successfully used to create a product that provides value that exceeds the price.
Robert Kiyosaki saw a jogger get out of his car and place his keys on top of his car and take a jog. When the jogger returned to the spot where he parked his vehicle, the car was missing!
What is the problem?
Runners don’t have a convenient way to take their keys with them on a jog.
Robert Kiyosaki saw an opportunity to solve a problem so he created a device that acted as a pocket for joggers keys that attached to the runner’s shoelaces. Not only did the shoe pocket serve as a container for the joggers’ keys, and it also added the benefit that they could also carry their identification cards, like their license, just in case the got hurt.
When Robert Kiyosaki launched his product in 1977 through his manufacturing company, he saw immediate success and the shoe pocket became popular amongst joggers.
At the start, he saw meteoric success as he describes it and shortly thereafter Countries like Taiwan, Korea, and Hong Kong began producing competing products for a lower than the price to manufacture them and that is how that business died off.
You can learn from this that while your idea may be good, it does not always stay on top forever.
in this example, Roberts detected a problem and provided a solution. Customers saw the solution, evaluated the quality of the solution and determine if it’s a good fit for them. They saw more value than the price and they purchased.
Pay Per Click is what you do after the planning
After you have decided what value you’re going to provide that is going to outweigh the price.
When the value outweighs the price people buy.
coming up for Creative Solutions and detecting problems requires a critical thinking mindset. It takes time to formulate great solutions and you won’t always succeed on your first few tries.
When a great solution is paired with visibility, it creates a winning formula for success which ultimately will Express Yourself through the generation of income.
Have you ever noticed that sometimes you’re on Facebook you see an ad you click on it and it’s something so irresistible that you have to click and when you do you fee the temptation to purchase because you don’t want to miss out on the opportunity?
The main purpose of Pay-Per-Click is to get your products and services in front of your ideal customer and get your chance to present your offer. They will decide if your products or services are right for them.
A great offer has the potential to generate revenue for your business consistently.
After you figure out your value proposition and what benefits your company provides, the Canvas business model teaches us that we need to know how we are going to reach your customers.
You have to figure out how you are going to get visibility for your business.
Here are some traditional ways of generating opportunities:
I think that we can all agree, that most people hate cold calling. The call is usually awkward and does not produce results at a high conversion rate.
Cold calling works, but if you don’t have thick skin and a great follow process, you will be wasting your time.
Visiting your local Businesses and start knocking on doors
For most people this is difficult. Because business owners don’t know who you are and if your any good at what you do or even know if you can do what you say you do.
What used to be the best ways of advertising?
There is no doubt that TV and radio are excellent choices for marketing. We can also agree that it is expensive to Market through those Channels.
These traditional mediums have been the standard for successful marketing for many years.. they have provided a battle-tested way to increase engagement and deliver results allowing you to put your products and services into your customer’s hands.
How have things changed?
Technology evolves allowing you to expand your reach, allowing you to reach large amounts of prospective customers without the cost associated with traditional marketing.
a large percentage of Society spends most of their time behind a technological device such as computers tablets and smartphones.
if you want to be able to reach this new generation, you must be able to market to them where they spend most of their time.
What is PPC?
PPC is an acronym for Pay Per Click. Google allows you to advertise your website using keywords that your prospective clients type in the search engine to find your product or service.
The way to go about this is to think from the customer’s point of view if you have a situation what would you type into Google to get the situation resolved the basic premise behind Google AdWords is that you pay for immediate results you provide visibility to your business
Google AdWords is an easy way for your customers to be able to find you you pay for keywords and those keywords when typed into the search engine display your ad do you really have a fancy title is very provocative for someone to click on it with a description that clearly identifies what it is that you do when the person clicks on your link you automatically get charged for that click, hence the name pay-per-click.
The problem with using pay per click incorrectly is that if you don’t use the correct keywords the competitors what click on your ads and cost you money.
One tactic is to use long-tail keywords. This will reduce the amount of traffic that you’re getting but it would be traffic that is more likely to convert so instead of using a broad term like plumbers near me you may consider fixing the emergency pipe.
Google charges you per click so you don’t want your site to appear for keywords for services or products that you do not provide.
You want to avoid having people randomly click on your pay-per-click ad because they’re going to land on your website, cost you money and you won’t be able to sell them anything.
In this example, I searched for wedding photographers. These were the results:
I am not located in Dallas. Guess who is losing money? You got it! Dallas Wedding Photographer.
By this photographer targeting my location when I am nowhere near Dallas, she might as well put her money in a paper shredder.
What should we do now?
If you want to have success in today’s competitive market your marketing strategies must evolve. Pay per click is one facet of marketing that is effective, it will grant you the opportunity to sell to your target audience through an ad that will forward them to a landing page, where you will present your product or service in an attempt to persuade them to make a purchase.
What are the benefits of pay per click advertising?
Unlike (S.E.O ) search engine optimization with pay per click, you don’t need to know all the technical stuff you just need to pay for traffic.
* If you are wondering what SEO is, here is my easy to understand the definition.
SEO is a broad term that covers everything you need to do on your site to rank in the search engines. That entails having a proper structure in your code like HTML Tags that specify the hierarchy of importance in your content as well as the optimizations required to make your site load quickly.
when you pay using the Google AdWords you’re paying for qualified traffic generated by the strategic planning of keywords. Choosing which words you should display your ad for and which words to omit in the display of your ad will be one of the determining factors of the success of your marketing campaign.
Why is PPC so popular?
PPC will provide you with immediate results.
Google AdWords will get you immediate traffic from people typing your keywords into the search engine. When used in combination with other marketing strategies it allows your business to generate new opportunities.
Pay-Per-Click is one of the fastest ways to get immediate traffic to your website it will allow you to reach your target audience.
PPC is not just for Google Ads. Facebook uses a similar system.
Social media advertising is a great way to promote your business to your target audience. it is a platform mainly used for business-to-customer products or services.
Just like Google AdWords, FB PPC allows you to place an ad in the form of a Post where you will display your offer and direct your customers to a landing page.
In conclusion, while Word of Mouth is the best form of advertising, pay per click is the fastest most direct way to gain new customers when you don’t have anyone to refer you.
And when I say “word of mouth” I mean People talking good about you instead of you talking good about yourself.
Organically getting people to promote your business takes time and great work.
The best way to get to your customer is through all routes available to you, Word of Mouth, digital advertising, traditional advertising like flyers and business cards networking.
You should Leverage all the tools you have available to maximize your success.