I’m a true believer in online pay-per-click marketing. As someone who has actively spent the past 30-some years marketing my business, I can honestly say that it is by far the effective method I've ever encountered and the best part is - it's only getting stronger.
Not long ago, the most efficient and cost-effective forms of marketing were print-based in outlets such as phone books and newspapers - then the internet came along and changed everything! Sure, the Yellow Pages and newspapers still exist today, but for the most part, our potential customers are no longer utilizing them as a primary way to find the goods and services they want.
That's important to realize because as marketers, our success depends on us being where our customers are looking. It's so much easier to stick with methods that traditionally worked well for us than it is to risk investing in something we've never tried before, but in instances such as this one, going back to the old way is not a viable option.
That's why I'm always eager to talk about pay-per-click advertising. I just want people to understand exactly how it works and learn why it's such a terrific method of marketing.
Questions about conversions
A lot of business owners I talk to question the conversion rates on pay-per-click advertising, namely the validity of those numbers and just how important they are. Sometimes that can be a bit frustrating for me because knowing what I have experienced looking at phone conversion data, it's hard for me to feel empathetic when I consistently see conversions of calls over the phone that most shop owners cannot realize.
In many cases, when you're only looking at the results on a website, you usually only see 1/3 of the true results and that's why I can see a shop break even in sales and feel it's okay to spend. The truth is, customers will call over the phone and ask for everything - from wanting to know when you're open to how much a specialty design may cost - and then they order. Just because you can't track it doesn't mean it shouldn't be factored in.
The report below was an $80 day for the florist. All they could see was $256 in sales, but out of 36 clicks, I would wonder how many calls, and how many orders? The answer is here, the only problem is that many florists don't have the luxury of Floral Prodigy so we need to do a little assuming. I like to see concrete results.
The secret to getting ahead today is online digital marketing with reporting to help bring you as close to your results as possible. Pay-per-click is so much better than any traditional advertising because when it's slow, the clicks cost go down and when you're busy, costs go up. It may sound confusing, but I promise it's not as intimidating as it looks - so long as you know what you're doing. And if you don't? We're just a phone call away and ready to help get you started.
-Art
Do you need help with pay-per-click marketing, or have questions about how to start? If so, give us a call anytime or drop us a line and we'll be happy to explain things in terms you can understand and show you real results.