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Increase Reach in Your Pay-Per-Click Campaign

AdWords campaigns, also known as pay-per-click campaigns, are not created equally. Only 25% of people are willing to click standard PPC ads that show up in the advertising slot on a search results page. Learn to go beyond traditional text ads to reach the other 75%.

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Comment by Angela on November 26, 2011 at 1:55pm

It's nice to see industry specific statistics on consumer behavior. I've been reading "Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy" by Vanessa Fox. A few points shared in the book I believe are relevant regardless of the industry:
"-Marrying how we search (behavior) with why we search (intent) and what we search for (query volume) is vital to understanding a business’s potential audience.

Using the language of your customer can help you engage with them better as well."

However, consumer behavior for buying a vehicle is much different than buying a more commoditized item which carries little to no emotional attachment.

Thank you both for sharing.

Comment by Larry Bruce on November 26, 2011 at 4:45am

Paul this is a great job of explaining what Display Marketing can do and I sure with more time you would have gotten into some more detail.

Let me add some detail here because it is important.

  1. Yes only 25% of the clicks go to sponsored links, but that is the most interested 25%. Our own study we presented at Digital Dealer 11 session “SEO vs PPC” showed that more than twice the amount of gross profit comes from targeted paid search marketing than from organic traffic.
  2. The entire other 75% of clicks do not go to display for a few reasons:
    1. First the Google content network doesn’t encompass the entire web.
    2. Second not all sites run Google content on their sites. In fact the best websites where you really want to be won’t.
    3. Display Marketing has a much different goal than Paid Search Marketing and a much longer lead and buy cycle, so you better have a good lead nurturing program if you’re gonna be in it.
    4. Display Marketing has much lower CTR than search and even lower conversion rate
    5. Google geo targeting in display in not very accurate so the click you get will be from all over, be prepared for that.

With that let me outline some recommendations:

  1. Display shouldn’t be more than 25% of your ppc budget in most cases and depending on the size of your budget and your location to major metropolitan areas may even be less than that.
  2. Understand that with display you are interrupting the visitors normal pattern, to do so you’ll need the following
    1. A banner that catches the eye – you are competing with the content they came to see so you will need to distract the visitor’s eye from that content.
    2. A strong statement in that banner – you have to compel them to click
    3. A landing that has a specific goal and strong value proposition for more information – most of these visitors are not in the market now so their intent is different and you have to align that landing with that intent. If you just drop that customer who clicked on that banner on your website or even worse straight a VDP (Vehicle Display Page) in your website then you’re just wasting the visitor’s time and your money.

Paul you are right this is advanced PPC (Pay Per Click) marketing and should only be taken on when you have maxed out your process and budget in Search that is where the low hanging fruit is.

Lastly do not fall into the trap of “You can’t get hurt with Google adwords” you defiantly can. The more technology we have the better we can track customer behavior, the more behavior we track the more fragmented and complicated marketing gets. That is the way of things. 


Larry Bruce @pcmguy

Comment by Ralph Paglia on November 25, 2011 at 9:16pm

I like the way that Paul quickly makes a case for Online Display Advertising, which he calls Graphic Ads... His recommendations make a lot of sense and align with what I have been advising dealers to do.

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