The top five lessons learned from handling the marketing for a young PPC ad tech firm are listed below.
Consider your advertising spending as an investment.
Due to inconsistent rules and limited data visibility, true omnichannel advertising is not truly a workable strategy.
However, depending exclusively or excessively on one ad network does not follow that each network’s campaigns are constrained:
- New capabilities, such as Google Performance Max and changes to the keyword match type, have the power to completely change your advertising plan.
- You lose potential customers who either block or disregard your platform’s marketing or never use it.
- Only two instances of what may be done by external variables like market economics and regulatory changes are cost hikes and the discussion of a whole platform.
If you haven’t already done so, you should diversify your PPC mix in light of platform-side automation and the increasing demands of online audiences.
Never try to consume more than you can chew
In your eagerness to distribute your expenditure over several of them, try to avoid going overboard by investing in too many different channels. Your initiatives won’t succeed due to a lack of financing alone; also, you run the risk of overworking your staff.
- The primary platform that gives you the finest results and uses the most of your money (e.g. Google Ads across multiple inventory types).
- extra channels with particular target audiences or objectives (e.g. YouTube to grow your video audience and Twitter to grow your mailing list).
- a setting for testing out new ideas through experimentation (e.g. running stories ads on Instagram).
Brand is crucial, even in PPC.
Branded search traffic is inexpensive, easy to obtain, and offers a range of business opportunities.
- Have a goal in mind for your product.
- Take up the space your competitors can no longer use.
- A place to try out different messages and offers.
Consider your target market, your offer, and your creative effort in order of importance.
The most common way to communicate offers, which include components of messaging and positioning, is through copywriting, whether it be in the form of a headline, dialogue, or voiceover.
This gives you the ability to occupy a specific area in the minds of your target customers and play to your unique strengths rather than those of your competitors.
The more time I spend in marketing, the less I expect true creatives to follow brand guidelines or even resemble commercials.
There are more marketing avenues than Google and Meta.
The majority of marketers find it challenging to ignore them due to the degree of reach and diversity that both platforms provide.
Some of the most well-known websites on the internet, such as search, email, YouTube, and others, are part of Google’s portfolio. The most widely used Facebook and Instagram applications are part of the Meta network.
Nevertheless, in addition to these two networks, there is a tonne of other advertising options:
- Microsoft Ads offers many of the visibility and control options that advertisers choose over Google.
- You can’t ignore Amazon as a market if you offer actual goods.
- TikTok and Snapchat make it simple to reach younger consumers.
- Few other digital platforms let you play with audio as much as Spotify does.
- Even though they technically aren’t PPC adverts, supporting a newsletter or group frequently results in improved user intent.
Without your understanding, being tied to a certain ad platform, format, approach, strategy, or mindset can impede your ability to progress as a marketer.