Paid Searcn / Pay Per Click (PPC)
Paid search can be an effective channel for any marketer if you follow a few key rules
What is your Paid Search strategy?
Lots of people think we just need to get our product or service in front of search engine users and immediately I have traffic. "Look how low my CPC is?".
Nobody cares how low your CPC is if you are not converting any of that traffic into sales. If you have a low conversion rate or a leaky bucket, adding more budget will only waste more budget faster.
Having an effective Paid Search strategy means focusing first on fixing the biggest hurdles that unlock the biggest gains in your conversion funnel.
Pay Per Click - Ideal Use Cases
Paid search can be an effective channel for any marketer if you leverage some of the most ideal use cases. These use cases tests often unlock some of your biggest growth gains.
- Early validation
- Conversion intent searches
- Headlines and value proposition testing
- Testing new audiences and markets
Paid Search Planning
Before you can utilize this channel efficiently, you should first be able to answer a few fundamental questions that formulate a guiding strategy.
- What are your unit economics?
- How do you define success?
- Can you track or measure success?
- Event-based or user-centric analytics?
- Any alternatives to your core Call To Action?
- How quickly can you test landing pages?
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