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Pay Per Click Bid Modifiers
November 11, 2015
A couple weeks ago we talked about geo targeting your PPC ads. Today we’re going to talk about how to take that concept and go deeper into effective strategies.
One of the biggest advantages of pay per click advertising is the ability to pin point your efforts. Shot gun marketing strategies are meant for billboards and radio. If you want to get in front of people who are searching for your services, who happen to be located in a geo target area that matters to you, bam! Welcome to PPC advertising at its root.
That only scratches the surface though, because honestly, even the most entry level PPC manager knows how to target your ads in the area that matters. The next step in efficiencies come when you can parlay analytics/conversion data into your geo targeting settings. That’s why getting professional pay per click management is so important. It make things go from good to great.
For example, let’s say you’re a plumber in Minneapolis. Because you go out into your market, and don’t rely on people coming to your brick and mortar location, then you need to know where your revenue is coming from. That is, even though you can go 20 miles in any direction….where are you getting your business? If 50% of your leads come from a handful of zip codes, then you have some pretty valuable insight on how to structure your campaigns.
That’s where #PPCBidModifiers come into play. You can lay a blanket of ads over the entire footprint that you want to do business, but with a couple clicks of a button, and you can become aggressive in targeted areas that are the foundation of your pipeline.
The nice part is you can focus these bid modifications on what matters to you and your customer. It doesn’t matter if your customers reside in a specific location, they purchase at a certain time of day, or if your audience is better hit by targeting mobile devices. You can value, or devalue these concepts to capitalize on what makes the biggest difference for your bottom line.
This type of look into your account should be expected for anyone using a PPC consultant. If you’re not getting that, then contact us to learn how we can help your business.