Technology penetration has made it possible for brands to reach the masses more effectively. Technological awareness is at an all-time high with people gaining access to the internet through various internet enabled devices such as mobile devices and computers. The internet has changed the marketing and advertising space. Businesses and brands are competing with each other to optimize user experiences. Trends in the field has shown an exponential growth in online advertising as more brands take to explore the various delivery channels available at their disposal. One of the most common is Pay-Per-click (PPC).
This strategy is effective, for example, as it can be used as a matrix to measure the effectiveness of a marketing campaign. PPC are advertisements on websites and software applications used to create brand awareness. However, user trends have shown that brands need to have a strategic plan to have effective results from PPCs. Conventional business practices have been put on the spotlight and standard marketing procedures have had to evolve to address emerging trends. Several tactics can be used to ensure marketing success for businesses and brands. Small businesses and brands have to compete with national and international brands which have large marketing budgets. PPC manager from WillBeCoded.ca company shared some PPC techniques local businesses can use to ensure success.
Attribution Modeling
Local businesses have various methods at their disposal for generating business leads. However, in the age of the internet, the most common method of generating leads is paid search efforts. Attribute modeling will help small and local business focus on the outcome of the searches. Paid search effort help brands narrow down on consumer trends. Google analytics allow brands to track consumer behavior and preferences. However, one of the main limitations of Google analytics is it uses the last search result to build user profiles. This is an ineffective approach as this rarely results in positive results. Statistics have shown that local businesses would be in a better position if they user first search results to create user profiles to use in marketing campaigns.
Weather and data Triggered Advertising
Weather events generate a lot of marketing and advertising opportunities. During major weather events, many people use the internet to look at weather partners and warnings. Local businesses can use this to establish a foothold in the market. Brands can target their advertising and marketing campaigns in line with weather events. Weather events have proved to be an attractive platform to reach a larger audience. As a marketing strategy, weather targeting advertising improves user engagement and has a stronger return on investment (ROI). Local business can use short-term weather occurrences to drive up numbers by setting up weather dashboards to monitor and inform the public of changing conditions, add creativity to the weather occurrences, increase bids on ad groups, and monitor the use of the various platforms to update where necessary.
Targeting local customers everywhere
National brands have a tendency to launch national marketing campaigns. Armed with large budgets, large brands dominate on a national scale. However, this has proved to be an opportunity for small businesses. Small business can choose to target consumers in their local market. This is proven strategy with positive results. However, local brands can go into other markets as small brands and offer local solutions to consumers. Customizing local advertisements will prove a better investment compared to a national marketing campaign.