We recently helped a new local startup launch where they only gave us a 3 month time period in which to achieve a myriad of certain goals. Their budget per month was in the $X,XXX range which still made me a little weary . Typically with a content marketing campaign it takes time to craft and test the waters before seeing the benefits. I knew it would be overly ambitious to promise them the moon so I opted to take a chunk of that budget for a PPC campaign or two.
This would at least buy them highly targeted users to their startup and get actionable data sooner than later. We set out to spend $3,000 over the 3 month course with Adwords and Facebook’s PPC platform to acquire more local customers. While we just wanted those users and their “likes”, we experienced a multitude of other benefits that I didn’t anticipate.
Before going deeper into this post I will have to fully admit I an quite inept when it comes to doing PPC. I don’t have a whole lot of experience so I’m not sure how much luck factors into the success we had with this one client.
The PPC Gameplan
Like I said, our team doesn’t usually do PPC and when we have, it would almost always be for a contest we were promoting. In this case we would be just targeting a small set of keywords that should deliver a potential customer. The costs would be moderately high since there was a good amount of established competition.
For Adwords – We were going to run a PPC campaign that focused on sending users to the client’s Facebook coupon page which netted the customer 15%. Since users were forced to like the client’s page(get the app) to get the coupon, we felt that we’d capture enough local targeted customers to their Facebook page. I thought this would be much more valuable to capture those people in their Facebook page for future marketing.
For Facebook Ads – Since we can target a very specific demographic here we ran it as tight as we possibly could. This option is of course for those with a decent budget as PPC costs can run high, and fast.
