The Difference Between Always-On and Campaign-Based PPC
A PPC advertising can be broken down into two categories:
1. Always-On
2. Campaign-Based
As any digital marketing expert can tell you, both have their place, and both are important parts of any strategy for PPC. Let’s take a closer look at what they are and when they get out to use to boost your brand:
When Campaigns Are The Right Way To Go
Campaign-based advertising is when you run an advert or series of adverts for a set period of time and with a specific goal in mind. For example, you may run a Christmas special. The adverts will flight in the period leading up to Christmas and the message behind the adverts will be about the special specifically and not about the service or product generally.
You can use this type of advertising for promotions, competitions, sales, specials, giveaways and even just to give your traffic to your website a boost. The idea is to have a specific message for the campaign that is linked to a specific goal. The idea is to get a quick influx of customers aware of what you’re selling.
Campaign-based advertising is highly effective when launching something new for your brand – a product or service. You’ll immediately get eyes on the new page of your website and start gaining traction for the offering from the moment the campaign launches.
If you don’t have anything to launch but need to try boost sales, you can run a quick campaign to drum up more traffic. A campaign can be as short as two weeks if you can focus your advertising message and keywords effectively. The most important thing to do is to set a goal for the campaign and have a reason behind it – a reason other than trying to increase sales in a quiet period. You can look at what holidays are happening or link your campaign to the season. Just give it a focus.
Why You Need Always-On Advertising
As the name suggests, always-on advertising is running consistently. These adverts are more general and aimed at getting a steady flow of traffic to your website and regular conversions of visitors into paying customers. These adverts are not usually linked to something specific like a promotion, special deal, or competition. They’re more general and will link to a service or product that you sell.
Always-on advertising is important to help build brand awareness. People may not be ready to buy just yet but seeing your adverts will help to ensure they’re aware of you when they are ready to buy.
Keeping these more general adverts running consistently will also ensure that your brand continually pops up when people are looking for what you’re selling. Your budget for always-on PPC adverts doesn’t need to be high, but it should always be there.
Get Expert Help To Optimize Your Adverts
Both types of advertising – campaign-based and always-on – require monitoring and optimizing. With the shorter runs you get in campaign-based advertising, it’s vital that someone who understands PPC keeps a close eye on how each advert is doing and ensure that your budget is placed behind the best performing adverts. You only have a short window to get this right.
Always-on adverts will run for a long time – months and even years sometimes. It’s so important to have an expert continually check in on these adverts and monitor their performance. Trends will change so keywords that were doing well in the beginning of the year may not do so well in the second half of the year. It’s an ongoing game of adapting the wording, bidding on different keywords, and putting your budget where you’re getting the most traction.
Ready to run a PPC campaign or an always-on ad? Talk to Let’s Go Media about how we can help you maximize your ROI: hello@letsgomedia.io or for Instant Whatsapp Communication: +27 83 9555 891