No matter how much you spend on your PPC campaign, and no matter how skilled your pay per click management company is, you still need to find a hook to bring your target customers in. One of your options is to offer something of value for free. So does this really work?
It’s a very old saying that there’s no such thing as a free lunch. Marketing companies have long used the offer of free goods or competitions to spark the interest of target markets. In fact, this tactic has been used so long now that the average consumer has become a little wary of it.
Why would consumers be wary? Most businesses make the mistake of thinking that their target market will be happy to take anything from them and offer a little personal information in return. There are two errors in this thinking. First of all, with so much advertising landing in the average internet user’s inbox, consumers can’t help but be aware that their personal information is valuable; they tend to protect it. Second, businesses mistake ‘free’ with ‘valuable’, thinking that an exchange of free samples for information is going to be attractive to internet users. This is not so.
When pondering offers as part of the pay per click management process, it’s worth rethinking offers. Either increase the value of what you’re offering, or let go of the information-gathering side of the process.
The offer of something free might draw consumers in for your PPC campaign. No pay per click ad is truly successful, however, unless it leads to conversions. In order to ensure this, businesses need to think about the paths they set out from their landing pages, the offers they put forward, and the attractiveness of the whole. You can talk to us at SEO Consult about pay per click management.