two times your business should be using PPC in its marketing strategy I'm John from racer today's question is are you using pay-per-click advertising when you should be if you don't know what pay-per-click is it's a form of online advertisement to drive traffic to your website the difference being the advertiser pays the publisher such as Google when the advertisement is clicked hence the name pay-per-click that you're probably already aware of this and so more importantly we need to ask when should this be introduced to your marketing strategy in this video you're going to learn about two points pay-per-click advertising is essential in your marketing strategy if you haven't done so already don't forget to like and share the video or tag a friend in the comment section if you think they can benefit from the tips you're about to hear let's get into it number one at the beginning of your marketing campaign let's pretend that your marketing campaign is the same as going fishing at the start of your campaign or the start of your fishing trip you show up to a lake you have the tools you need to catch your fish or attract customers buy your fishing rod or in your case your website and your products you hopefully have a chair to sit on as well and finally you have an enormous amount of patience my patience well let's face it you may never get a bite so then what we have our tools our patience we know this fish in the lake somewhere but how can we find them well when we're fishing we lay down ground bait a cheap bait cast cost the entire area of the lake to attract fish so where you can tell if any fish are nearby or interested in your bait when you see signs of fish showing an interest or nibbling at your ground bait you cast your line and your real bait constantly to try and get a real catch but just remember you need patience because that buy might take a while to come so let's apply that same logic to your marketing campaign the start of your marketing campaign you need to find where the customers are um who are most likely to convert you can do this with your pay-per-click campaign the first three months of your PPC campaign can be used in the same way ground buyers use you can assign a very small budget to your campaign across the first three months which will acts as a way of researching where your customers are and what keywords are working effectively often businesses blow their budget on the early stages of their PPC campaigns without laying enough ground buy it or carry out enough research to find out exactly what will work at this stage you need a lot of patience because only time and effort put into the early stages of your PPC campaign will allow you to fine-tune it and figure out what works well with your target audience number two when you need to retarget your potential customers so what if you're halfway through your marketing campaign customers are visiting your page you know there's interest and traffic but your conversion rates are down what are your options well with pay-per-click you have retargeting ads retargeting ads will allow you to get your message back in front of your customers that have already interacted with your website or engage with your social media the great thing about retargeting ads is that you know where your customers are and your customers are already aware of you they've already come to your site for a specific reason it's now your job to remind them of that you just need to put the right message in front of them now remarketing campaigns span across many networks such as Facebook YouTube Google Ads LinkedIn and video ads there are many different mediums which you can use to get your message back in front of your customers so if you understand them well enough you can pick precisely the right way to communicate with them in order for them to convert and spend money with you although you cannot overlook the fact that a landing page associated with retargeting ad unless the webpage customers taken – after they hit the link in your head must address their needs immediately if your retargeting out is based on your target audience needing whiter teeth and that need isn't addressed immediately as they click on the link will guess what you're gonna blow a lot of cash on unconverted clicks to get started with retargeting if your customers are big on Facebook we recommend installing a Facebook pixel into the source code of your website which will track anyone who is logged into their Facebook account as they visit your website allowing you to retarget them easily on social media through facebook ad manager afterwards it's extremely easy and is a great starting point but just remember the landing page needs to address the core emotional needs of your customers that made them click on the ad in the first place so there you have it two times your business needs to use PPC advertising during its marketing strategy for all things racer head over to our website at racer marketing co dot uk' or reach out to us on any of our social channels here and remember no risk just reward guaranteed [Music]
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