What if we told you that PPC on its own was a bad idea.
Sure you can get quick wins but the key to great digital marketing campaigns is not just PPC.
There are three pillars to media marketing: paid for, earned, and owned.
We’ve discussed already paid for advertising and the benefits of a PPC campaign. But what about the content on your website? This has the potential to become long-tail content. You take the essence of your message, repackage it and putting it back out as advertisements. What’s great about this approach is you’ll discover what your audience actually cares about.
You can feed that insight back into your evolution loop.
Paid media also can be used to influence earned media (publishers and influencers). They produce content in exchange for ad revenue. That way you’ll have short and long-form promotional content wrapped together.