Looking back at the year 2000, when Google AdWords was first launched, all that we had to target was, Keywords. Fast forwarding to 2018, we not only have advanced AdWords but also a number of paid media platforms. The advancement has been so much so that we can target our actual audience within our paid campaigns. Paid Media has more often than not, seen as a direct response channel. A channel that creates sales off the campaigns that we run. No doubt, it is true but only to a certain degree as there is so much more than we can do: to drive our audience into sales, attract them to purchase and encourage advocacy while maintaining the loyalty.
There are different ways to use paid media, its different features, and platforms to achieve our results. So, how exactly you get the reins of paid media universe into your hands:
1. Aware the audience
Your clients just don’t wake up one day unaware of your brand and start searching for you on Google. It doesn’t work that way! Be it online or offline marketing you are doing, there has to be a trigger that simply captures the attention of your audience. To start with, the top of the funnel is where you get the attention of potential customers. Make use of the number of paid media features and platforms that are designed just for this purpose.
2. Make them consider you
Even if you have caught the attention, it doesn’t mean that they will make the purchase. At this stage, you have to make your audience consider buying from you. This stage is all about what people have to say about you and a positive presence is a key here. Your audience will look for reviews about your brand so make sure that you have paid ads served against them.
3. You should be the preference
No customer simply go and buy. With so many companies being online, they will research and then choose the company to buy from, on the basis of price, product offering, customer service etc. At this Preference stage, your product/service should be the top choice for the customer instead of your competitor. Email sponsored promotions can help you understand your competitor’s tactics and present your audience with best offers.
4. The purchase decision
Here, all your hard work will come to fruition. Paid Media, especially on Bing and AdWords can work wonder here. You wouldn’t want to lose at this stage. So, make use of Google AdWords’ feature Similar Audiences among others to make it a success.
5. Loyalty and Advocacy
Usually, once people buy, paid media stops there. But it shouldn’t be. Capitalize on Gmail Ads or RLSAs to keep your customer from going to your competitors. After investing so much to bring your audience here, maintaining a customer is going to cost you a lot less than acquiring a new one. Hence, encourage your customers to tell their friends and family about you. So, all the while making sure that you pay attention to attribution so that you can focus on the campaigns that may not look like they convert but they do assist along the way.
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