Sometimes I imagine the scene in Billy Madison where Adam Sandler is making the shampoo and conditioner bottles battle over which one is better when I think of pay per click (PPC) and search engine optimization (SEO). While each is definitely an effective search engine marketing strategy, there are pros and cons to each. And in a world where business owners are stingy with their marketing dollars, some folks just aren’t willing to invest in both strategies simultaneously (even though it yields awesome results!).
Of course one of the main pros of PPC advertising is its timeliness. If you put up a campaign this morning, you could potentially get leads by this afternoon. With SEO, you have wait for Google to index and rank your pages—and that’s assuming you have enough authority to get them ranked on the first page.
Because PPC has timeliness on its side, we can use specific events to our marketing advantage with event driven PPC campaigns.
What Is an Event Driven PPC Campaign?
An event driven PPC campaign is pretty much just what it sounds like—a short term PPC campaign in response to a timely event. During certain events, we see increased demands for certain products and services. By capitalizing on those events and corresponding demand with short term PPC campaigns, we can help our clients get crazy-awesome amounts of leads from the Web.
Examples of Event Driven PPC Campaigns
While there are plenty of events that could trigger increased demand for certain products or services, some of them that we’ve dealt with specifically include:
Storms and Natural Disasters
Blue Corona has a lot of clients in the home services industry, so when hurricanes and other natural disasters occur, we often run storm-specific PPC campaigns for a variety of clients. These clients range from restoration companies who offer water damage repair to home improvement contractors who will fix your roofing and siding to chimney companies who will install a new chimney.
For bottled water companies, there’s always an increase in searches for bottled water during heat waves. An event driven PPC campaign can help these companies pick up extra leads.
For power outages, our bottled water clients once again see an increase in searches for bottled water, as well as our clients who offer generators.
New Laws and Legislation
Law firms will often take up event driven PPC campaigns when new laws or legislation are passed.
Our ecommerce clients love the holidays for short term PPC campaigns.
A Small Case Study: Hurricane Sandy PPC Campaign
In October 2012, the Virginia, Maryland, and Washington, D.C. area was declared a state of emergency after Hurricane Sandy hit hard all along the eastern seaboard—becoming the largest Atlantic hurricane on record. Hoping to help as quickly as possible those suffering roofing, siding, and window damage, a local Virginia roofing contractor signed on with Blue Corona for a short term PPC campaign.
Although the campaign was originally budgeted at $1,000 for 30 days, the company decided to extend it an additional 20 days and $500 after receiving phenomenal results.
In general, most PPC strategies revolve around bidding for the top position. In this case, none of our client’s ads were in the top position, but still achieved a high conversion rate due to ads well-tailored for storm damage and hurricane damage repair.
Highly Specific Landing Page
Most companies know that landing pages specific to your ad will convert better than a homepage. For our client, we used a highly specific siding repair landing page, which resulted in an astounding 8.99% conversion rate for its siding repair ads.
The landing page featured a well written call to action above the fold, as well as unique siding repair content below the fold. Because of its highly specific landing page, the siding repair ad achieved a 10/10 quality score from AdWords.
Above Average Phone Call Conversion Rate
When it comes to the getting leads from the Internet, most companies prefer phone call leads to Web form leads—as this gives them the opportunity to close the sale as soon as possible.
Usually, companies can expect one third of their PPC leads to come in through the phones, while at least 50% is desirable. In this case, our client received 63 total leads from the campaign—with 42 of them being phone leads. That’s an amazing 67% of leads coming from the phone!
Low Cost Per Lead
For this campaign, the client’s target cost per lead was $65. Our PPC team was able to achieve a cost per lead of $28—slicing the client’s expected cost per lead in half.
Need PPC Services?
We’ve got you covered. Whether you’re looking for something short term or long term, our PPC management process is hard to beat. For clients using for PPC management, we handle it all – from keyword discovery to bid management; from ad copy creation to ad split testing; from pay per click call tracking to landing page optimization. We take care of everything and report the results to you monthly. Let us do a FREE analysis of your current PPC campaigns!
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About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
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“The overall Web traffic increase to our site has been remarkable. The increased traffic to our site has paid for itself and then some. It is worth the investment and will continue to pay dividends. ”