How to view your PPC holistically
While independence may have been a good thing for the U.S., PPC is strongest when it’s not cut adrift of your overall marketing strategy.
Autonomy, sovereignty, and self-sufficiency are beneficial to a country, but a marketing strategy is more effective when all of its facets operate together as a single unit. If PPC is considered independently the messaging can mismatch, which dilutes the brand, the best landing pages may not be used, and the profit made can be reduced.
In order to use PPC most effectively for your digital marketing campaigns, it’s important to view it holistically rather than on its own.
Independent or Dependent?
When it comes to digital marketing, a modern campaign cannot only focus on one piece of the digital sphere — if a business chooses to view each facet of digital marketing individually, and independently of one another, it becomes more difficult to determine which areas are performing best. Think of it this way, an individual consumer/customer is likely to either see your ads or interact with your business in a number of ways – not only online but offline too. Only one of those ways will be through PPC. So it seems to make little sense to then only assess PPC on its own when there have been multiple touch points.
For example, when ESV Digital integrated call centre data in one of our campaigns, their SEM revenue rose from 13% of the total revenue to 16%, and the ROI went from 5.5 to 6.5. By simply looking at more factors of a marketing campaign, ESV Digital was able to provide a clearer picture of where revenue was being generated.
This is because SEM and PPC results are dependent on all of the various steps that someone takes in order to find a product, site, or link. Understanding the path that a customer travels and taking into account all of the different parts of that journey is essential to understanding where digital marketing is succeeding for each unique campaign.
Holistic Digital Marketing
In order to generate the best possible results, Email marketing, Website optimisation, PPC, Social Media Marketing (SMM), and Search Engine Marketing (SEM) all need to work together, along with a myriad of other factors.
“When these digital marketing techniques are combined, they create visibility and conversions that are much better than the sum of their parts. This is becoming known as ‘holistic marketing.’”
And this is where our Wizaly Cross-channel attribution platform comes in. Our technology lets you view the value both “free” and paid-for channels contribute to your bottom line by taking into account who close the interaction for a user was to the sale (both in terms of time to sale and where in the sales path, e.g. last click or 3rd from last click) and intelligently assigning a portion of the conversion or revenue to that click on a case by case basis.
This adds up to a real pattern at a channel level that can help you confidently make budget decisions and to test messaging approaches.