PPC pay-per-click digital advertising with Google Ads, Bing Ads, and other platforms captures leads as people are searching for solutions and counts the number of clicks. This provides great comfort to marketing managers under pressure to defend investments in advertising and document results. Print, outdoor, and other advertising platforms confound those of us looking for hard data documenting results, even when the results may be quite obvious to the happy sales team. And when the PPC ad program is structured well, it can be very effective.
That’s why it’s so tempting for B2B marketing managers to throw money at Google Ads and call it a day.
But many who fund these ad campaigns may not have given much serious consideration about why someone would click on their PPC ad. Is it because the ad appears at the top? The more money budgeted, the more often the sponsored ads can appear at the top of the search results. Forty-one percent of all clicks from the search results page go to the top three ad positions on the page, per Wordstream.
Yet 60 percent – the majority of all clicks – were from prospects who saw the top three ads and were so captivated that they scrolled right past them down to other search results. Why?
When exiting the highway after seeing a billboard for a Starbucks or Dunkin’ Donuts, why are we confident that what we’ll find there will meet our needs? Yes, it’s because these companies have established name brand awareness. We know exactly what we’re going to get when we see the name.
If a prospect searching online for new equipment sees a PPC ad at the top of the search results from a relatively unknown supplier along with the ad of a well-known, highly regarded supplier, the well-known supplier with the high level of name brand awareness almost always captures the lead, even when the unknown supplier spends more money.
Has your company established a comparable, high level of name brand awareness among your target audience that can capture the click even when your ad appears right next to your top, big-budget competitor?
Capturing qualified leads away from your competitors needs a level of name recognition that cannot be created using Google Ads. This type of brand equity requires visibility in front of the target audience both online on key Websites and offline in print media, among other channels.
A substantial body of knowledge demonstrates that manufacturers who integrate a well-structured Google Ads paid advertising campaign with a highly visible print and digital advertising campaign achieve stronger results than those throwing money at Google Ads without building name brand awareness and credibility.
Further, if the Google Ads program isn’t carefully setup with a deep understanding of critical, industrial keywords and key phrases then it’s easy to throw this money away paying for a lot of clicks from the wrong people who will never become customers. Clicks on Google Ads are a result – an indicator – of an effective marketing program.