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How is Pay-Per-Click Different from Traditional Advertising?

How is Pay-Per-Click Different from Traditional Advertising?

If you need some extra details on PPC advertising, check out our previous blog posts about search engine marketing

Traditional advertising formats like television commercials, newspaper placements, and billboards have been tried and true methods of advertising for decades.

It’s always difficult to move away from something that has worked in the past and put faith into new methods of advertising for your business. Weighing the worth of investment when business owners aren’t aware of the benefits seems risky, but let’s take a look at what paid search engine marketing has to offer.

A new type of consumer engagement

Traditional advertising reaches potential customers using a process of reinforcing your branding and gaining impressions by pushing out messaging to an audience in the right place, at the right time. The goal is to get the potential customer to remember your business in case they need the services you offer. To accomplish this, it requires repetition and choosing advertising channels that distribute your message to large audiences. 

But, what if you could reach people, right at the moment they need you - and do it without wasting impressions?

Think of the last time you wanted to know what actor starred in that famous movie or when you needed to find the score for last night’s game. You more than likely turned to a search engine to find the answer. 

The same scenario happens with customers in the automotive industry, except sometimes it’s a little more urgent. Customers could be in need of auto service while on the side of the road with a flat tire, or they could be scared from that grinding noise they’re suddenly hearing whenever pressing on their brakes. Usually, this calls for immediate action.

PPC advertising places ads in search results as customers are searching for what they need, when they need it. Customers may be willing to do some research first, but they are usually lower in the marketing funnel and ready to take action when they turn to search for auto service or auto repair.

PPC is valuable in this sense, and while ads like television commercials or radio spots keep you top of mind with your customer, PPC puts your business right where the customer is looking for your services. Every auto repair shop with a website needs to consider this important marketing channel. 

Transparent results

If a business purchases a 30-second commercial on a local television network, it will certainly be seen by people watching television. But, do you know how many views there were exactly?

Google AdWords provides ad managers with an interface full of data. It can count how many people viewed an ad, clicked on an ad, and even who performed an action like a phone call. This accountability can’t be found in traditional advertising.

Results are essential for measuring an ad’s effectiveness and whether that ad is worth investing in for business revenue. If you want a clear path to ROI, PPC delivers in a way traditional advertising can’t. 

Data also allows the ad managers to make quick adjustments to PPC campaigns,  like changing what products or services are being advertised or adding a coupon to interest the customer. Imagine having to remake a commercial every time you wanted to change or add to your campaign. Suddenly you have a lot more work and a lot more upfront cost - just to make a simple change!

Tracking and changing traditional forms of advertising can be costly and more like a shot in the dark, but PPC is clear with what is and isn’t working for your business.

Defined audience targeting

Another issue with traditional forms of advertising is the lack of audience targeting. Sure, a business can choose the right newspapers to buy ad space in, but that ad is still shown to a wide variety of people. 

Google AdWords PPC allows ad managers to choose specific geo-targeted locations, like cities, neighborhoods, zip codes, and even a mile-specific radius. 

Also, ad managers can choose which keyword phrases they would like to appear for in search results. For example, a tire dealer may only want to advertise their selection of used tires. They can target customers who use phrases in search like “cheap used tires” or “used tires near me” to limit who sees their ads. 

Pay-per-click advertising has location and keyword filters to focus your ad spend on the customers who matter most to your business and advertising goals, saving you money on reaching new leads. If you want to drive more traffic to your auto repair shop website and need an effective tool for doing it, try PPC! 

Targeting tools like the ones described above will save a business owner money. Traditional advertising can be expensive and there’s a lack of transparency on who sees your ad and takes action. It is referred to as a shotgun-approach in marketing, because the ads reach out to everyone without filtering. Instead of paying to reach customers who are really looking for you - you’re trying to reach everyone!

But with PPC, you can get laser focused on the right customers, looking for your products and services, at the right time. And that’s something every small business owner can appreciate!

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Categories: Internet Marketing

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