Pay-per-click advertising represents an enormous source of leads and revenue. Many companies view PPC advertising services and campaigns as independent initiatives unrelated to social media marketing, email marketing, or content marketing. In our opinion at Trigger Digital, taking such an approach results in a missed opportunity. When PPC campaigns are integrated into the wider strategy, companies report much better returns on their investments. Allow us to explain how you can achieve that kind of synergy.
Consistent Messaging Across All Marketing Channels
Any successful marketing strategy involves the alignment of all marketing tools and tactics towards common objectives. For instance, if the business objective is to boost brand awareness for a recently launched product, the search ads need to be consistent with organic social media posts and email newsletters about that product.
Performance marketing in holistic marketing emphasizes this approach, recognizing that cohesive efforts produce the best results. We begin by identifying the main objective, and then craft ad copy and select appropriate keywords. When all your marketing materials share the same tone, voice, and messaging, the potential customer starts to develop trust in your company. As a result, when a potential buyer notices similar messaging on various platforms, they are very likely to click on a link.
Analyzing Key Metrics to Make Better Decisions
There is no way to effectively optimize any activity without measuring it first. Therefore, in order to integrate your various marketing efforts, you will need to examine the metrics on your website. We analyze the behavior of users who come to your website via paid searches and contrast them with organic visitors.
By merging the data collected via Google Ads with the information in your CRM system and web analytics, we are able to understand the actual journey your customer takes. Thus, it becomes easy to identify those keywords that attract customers who will generate most of the profits for your business.
Addressing the Common Challenges of Integration
Integrating the marketing channels and initiatives is a challenging task. However, the biggest challenge that we encounter time and time again is poor coordination between various departments within the company or different external contractors working with your business. This results in companies paying for both organic and paid positions for certain keywords.
Our solution to the problem includes setting up a single report and organizing regular meetings of cross-channel marketing strategy. We also recommend aligning campaigns across channels with goal management to ensure all efforts support shared objectives.
Finally, another issue with integration concerns proper attribution of marketing actions. It means that many companies wrongly attribute the conversion to a single touchpoint. We tackle the problem using multichannel attribution models and make sure that budgeting does not hurt your funnel-top ads.
How to Achieve Greater Returns
An isolated PPC campaign limits the business in terms of its future growth. If you’ve been wondering how to integrate PPC with overall marketing strategy, remember that combining a consistent message, analyzing key metrics, and eliminating communication issues between marketing teams allows creating an engine of revenue. Contact Trigger Digital now to learn more about turning your vision into practice.