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When it comes to PPC campaigns, it is easy to fixate on one metric – lead volume. The truth is, there is a lot that PPC can do for you, and not all of it will be directly measured in metrics. While it’s true that measuring lead volume is part of it, it is only one part of a much bigger picture. Lead volume is a short-term conversion, and there are actual, viable long-term ways that PPC can be used as part of your digital marketing campaign.<\/p>\n
The goal here is to determine what PPC can really do for your business and to understand the big picture. What are the outcomes that you can expect? Setting realistic expectations, while also expecting real results, is key here. Here’s a look at the outcomes you an consider that will help your digital marketing as a whole:<\/p>\n
With PPC, it is all about being visible at moments of high intent. This is something that PPC is great at, simply because you can align your brand’s visibility with high intent moments simply by choosing the right keywords. Your goal is to generate repeat exposure to your audience for your brand when it matters most.<\/p>\n
Most buyers need to be exposed to you several times before they are ready to decide. PPC is part of that. It’s true that brand visibility can absolutely influence future decisions. They may encounter you elsewhere online, and the more places you are visible, the better. Unfortunately, brand visibility isn’t measured in an obvious way. One just needs to accept that it’s part of the process.<\/p>\n
Data is a helpful tool when it comes to digital marketing, which means that the more data you have, the better. PPC excels at showing valuable insights about both the market and the audience. These insights can be used to home and refine the PPC campaigns, as well as impact your overall digital marketing.<\/p>\n
Without data, it’s difficult to know if a marketing campaign is actually working. You can find information through your PPC campaigns that includes showing you how real users search, how they search, and which messages resonate with them.<\/p>\n
Another valuable purpose for PPC is that it can support the sales cycle, especially if you have a longer one. In this case especially, immediate lead volume may not even be accurate. Thinking of leads in those terms is limiting with longer sales cycles. PPC, in this case, is more about building Awareness and fostering Consideration than it is immediately converting into leads.<\/p>\n
You need to be present for most part of the sales cycle in order to launch an effective PPC campaign in cases like this, and this isn’t measured by lead volume alone. In fact, this could be a powerful thing for your sales cycle. Lead volume is just a small part of it. Consider other metrics too, like engagement and conversions.<\/p>\n