Marketing with a PPC (pay-per-click) campaign is not just about creating ads and hoping that the Internet will somehow facilitate a meaningful connection with a variety of new clients. Rather, marketing is still about identifying a viable group of potential customers, and creating a campaign that will target a particular audience. The creation of ads is one part of the process, but placing those ads in certain locations is also important.
Various websites such as Google will allow firms to customize their ads and put them in particular places so specific people will see them. For example, Igor Mordkovich notes in “17 Most Common PPC Mistakes Web Marketers Make” that many potential customers still like to use a local organization. The Internet may provide people with the opportunity to connect with firms around the world, but many individuals still feel more comfortable within certain geographic confines and are more likely to use a search phrase like “Madison divorce lawyers” if they need an attorney in their area. Firms can also target individuals by language, which can be particularly helpful if organizations wish to reach out to different client groups.
Obviously, firms must be flexible with their marketing. When a PPC campaign is launched, professionals may find a group that was previously not considered may respond to ads. There may be a desire to restrict a list of customers to a certain clientele, but this does not mean firms should avoid new markets and opportunities.
Ultimately, each firm must decide on their target audience. Organizations have to be careful that they do not attempt to promise products or services that they cannot deliver. The challenge with Internet responses are that potential clients may send in a wide variety of inquires and it may be tempting to answer all queries with a positive response. However, the ad and the response should still reflect the true nature of the firm. Otherwise, a negative online reputation can quickly develop.