“Is PPC Marketing Right For My Business?” The most important question every business should ask themselves before they start pay per click marketing.
It’s a real shame that so few advertisers do.
The short answer to “Is PPC Marketing Right For My Business” is, it depends.
To get the full answer, let’s ask ourselves a 5 questions to help uncover if PPC is the right fit for your business.
*Interesting to note that none of the following questions have anything to do with marketing, budgets or are about the technical nature of PPC. These are questions about your business and customers. PPC success starts well before a campaign is built!
1. Do You Know the Lifetime Value of a Customer to Your Business?
If you cannot definitively answer this question in a reasonable way, you need to stop right now and figure out your Customer Lifetime Value!
You really shouldn’t even be operating a business if you do not know the Customer Lifetime Value for your business. At the very least a reasonable estimate. Preferably based on any real world data you may already have.
The higher the Customer Lifetime Value is for your business the happier you will be with your PPC results. Businesses with low Customer Lifetime Value will have a harder time being successful with pay per click.
2. Have You Identified Who Your Best Customers Are?
Not just your target audience, but really your “best” customers. Who is the ideal customer for your business?
Understanding this will help you address their specific needs and desires. If you don’t know who your best customer is, you are not ready for pay per click marketing.
Take the time to identify who your perfect customer is. What are their wants and needs. What problem are they trying to solve? How does your business provide the best solution for their problem. What is the ideal customers age? Address? financial situation?
Think deeply on who your ideal customer is and what characteristics they possess.
3. Is Your Business Established?
If you have a brand new business, you will have more of a challenge getting positive results with Google Ads or any online marketing. Where as an established business has years of exposure under their belt, the new business is striving for that initial exposure to their target market.
Expectations for new businesses should be for initial exposure. Let your market get familiar with your business as you build a good reputation.
Face it, if you are a new business you are going to have to pay for some exposure. It’s an expense that every new business encounters.
New business owners are often susceptible to all of the hype surrounding marketing online via pay per click. They need to get their new business off the ground and look to pay per click marketing as the vehicle to bring all of their dreams to life. Because of this, expectations and patience are often misaligned. The result is failure and disappointment.
For new businesses, it is particularly important to keep expectations of success based in reality. Nobody knows about your business, let alone trusts it. Be very aware of this. Set expectations firmly in the realm of looking for initial exposure of your business, rather than a performance marketing conversion perspective.
In contrast, established businesses can add pay per click to their current marketing channels and set expectations towards performance.
4. Do You Currently Advertise to Get Customers For Your Business?
If you are not currently advertising your business and get customers via word of mouth that’s great. Word of mouth is the best sort of advertising there is.
Unfortunately, this scenario means you are likely ill prepared for performance based pay per click marketing. You probably don’t have the systems in place to nurture leads, handle objections and bring a lead to a sale.
Advertising leads are way different than a word of mouth lead. Start with less expensive forms of advertising first. If you still want to try PPC, set your expectations to exposure and practice how you work leads through your sales funnel.
Once your sales funnel is tested and effective, then you can start pushing harder with pay per click.
5. Does Your Offer Stand Out From Competitors?
In the marketing world, we call this the “Unique Selling Proposition”. Simply put, this is what makes your business more desirable to a customer over the competition.
If your answer is customer service, that is hardly unique. Every business on the planet says that. What truly gives your customers a better experience than competitors?
You really need to know this to leverage in the message you are communicating to potential customers.
If you cannot answer this question in a definitive way, you will have a very hard time finding success with any marketing.
What does your business have to offer a potential customer that is better than any other option?
PPC Marketing is Not a Good Fit For Every Business
Before you spend one penny on marketing, take the time to answer the question “Is PPC Marketing Right for My Business?“.
To move forward with PPC you will know your Customer Lifetime Value, have established and tested procedures to handle new customers, your business is established in your market, you are currently advertising through other marketing channels, you have an offer the separates your business from the competition and have identified who your ideal customers are.
If any pieces are missing you can still try PPC of course. You will just have to work harder, smarter and from a solid disadvantage.
Before starting PPC marketing, put in the time and effort to really resolve the above questions.
Want to look at this questions another way? Checkout out the Is My Business Ready For PPC Marketing Flowchart!