For years, large companies like Coca-Cola, McDonald’s, and ExxonMobil have spent millions of dollars simply to maintain a positive impression in the media. They weren’t so much concerned with the coveted ROI on advertising campaigns as they were with branding themselves and achieving top-of-mind awareness.
When you establish a new advertising campaign – whether it be through pay-per-click services, outdoor advertising, print media, or any other medium – you should outline your goals. Are you looking for ROI or would you be happy with branding effects?
If ROI is your main concern, then you have to think about your budget. Being the top spender in your market segment may mean that you lose money on your advertising. But it could mean that you achieve huge branding success. Which is more important to you?
PPC is like any other advertising medium. You can figure out which price point per click will yield the greatest ROI on your advertising efforts or you can try to own the advertising space with a PPC branding campaign. If you opt for the latter, be prepared to pay top dollar for clicks. Sometimes, your customers come from other places on the Web because they noticed your PPC ads when they conducted a search.
PPC for branding isn’t for the faint of heart. You must ensure you have the budget for it or you may as well go home.