Pay-per-click advertising offers an average return on investment of 200%. Its 400% improvement on engagement is also well worth the investment, but online users forget brands easily. A consistent year-round campaign is crucial because:
Your Brand Requires Consistent Visibility
Marketing is tough in an attention economy. Eighty per cent of consumers forget branded content within a few days. Marketing amnesia comes into play the moment your campaign becomes inconsistent. You must create an emotional connection that lasts. The 3-7-27 rule states that customers need to engage with a brand several times before they trust it enough to make a purchase. Three exposures buy you recognition. Seven buy you positive associations. 27 exposures buy you trust and a buying decision.
Your Marketing Must Consider the Big Picture
Your brand must appeal to consumers season after season, and that requires you to assess historical data to leverage high-traffic moments. A steady presence will make you a permanent part of your potential buyers’ lives.
You Must Optimise According to the Data
Traffic behaves differently every day of the year, especially in relation to seasonal brands. The only proactive way to manage a PPC campaign is according to data from years gone by. If you’re looking for a “PPC agency near me”, marketers like https://www.nettl.com/uk/ppc-agency-near-me/ can help you leverage that information and turn it into an advantage.
Pay-per-click advertising assures you of immediate visibility, allowing you to achieve exposure without being at the mercy of social media algorithms. Better yet, it allows you to control your budget with the utmost precision.