Timing It Right and Other PPC Tips: Zeroing In on the Right Audience

PPC remains one of the most widely used online marketing tactics, and for good reason. According to the Small Business Trends (@smallbiztrends) article, “3 Best PPC Reporting Examples To Improve Results,” PPC advertising can be very effective, especially for small businesses, because it can present products and services to those who may need them at the exact moment when they’re needed. As you might learn from PPC news in sources like Marketing Digest, PPC is so powerful that it was Google’s main revenue source for 2014, contributing a total of $66 billion.

To put it in perspective, PPC’s main purpose is actually a representation of marketing’s main goals. According to the article “When Is The Best Time To Run PPC Ads?” marketing’s foremost objective is to reach the right people with the right offer at the right time. It’s a simple, but massively true, statement: any business must have a product or service which satisfies the needs of specific customers, and which customers have easy access to. These “specific customers” are the perfect people to reach, whether they’re a business’ current or prospective patrons.

Still, the question for many small businesses is: when exactly is it appropriate to launch a PPC campaign? Various PPC tips abound concerning this, including those discussed below.

Unlike other digital marketing tactics, PPC will deliver results really fast—fast enough that business owners need to count mere minutes before a large wave of customers comes rushing to their sites. This happens when a bidder is able to secure a time slot for his or her ads, which corresponds to the exact moment when the target customers are most likely to see the ads. Through this capability, PPC can reach the right customers more effectively, making it especially beneficial for time-sensitive offers or promotions; or those targeted to a niche market.

Additionally, PPC allows a business to narrow down site visitors based on demographics, especially when the site’s SEO elements do not allow for this kind of specificity. Companies can choose to adapt their PPC campaign to target specific gender groups, age ranges, educational levels, income brackets, and others. In addition, PPC can also be used on social media sites to identify and target people based on interests, hobbies, or anything else that a sizeable group of individuals share in. This would work very well in highly specific industries.

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Brian Gelfer

CEO at Lead Infusion

An entrepreneur, coach, and growth marketer, I started my first business "Name That Toon" after working at Barclays Bank PLC as an analyst for a couple of years. I grew the business to over $2 million in revenues within 5 years at which point I sold the business.
My passion has been helping entrepreneurs, SMB's and not-for-profits with great products and services grow their businesses and marketing operations.
We love the creative and analytical side of marketing! Building better campaigns, lead generation and client generation processes is just the beginning. We are here to help you transform, optimize and grow your business, marketing and profitability!
I am a people person, so my best work arises out of interactions with my clients and team.
Originally from London, I now live in the San Francisco Bay Area. After a couple of 110-degree days, I am starting to think the UK climate is actually not so bad!
I am a proud father to a great daughter who inspires me every day!