Be certain you show up at the right time, in the right place.
Now more than ever, the various ads available for purchase on search engines can represent a serious avenue to attract new prospects. Yet, as always, they remain one of the easiest ways to throw away marketing dollars with zero return on investment. Today, the setup and maintenance of these campaigns can be done by a lot of people – Google is even fully automating campaigns for some businesses – but what you want from your campaign isn’t impressions, clicks or visits.
You want new business. The key is a strategy that’s sophisticated enough to optimize the performance of the elements around your campaign, the message, experience and path they take. This must be carefully constructed before the first ad appears, or else you’re throwing away your money.
Be certain that you’re showing up above your competitors. Despite what you think, they can bid on your name, too.
Take the opportunity to teach them why you’re their best bet.