It’s a question we often get from new clients. The answer is of course “It depends”. It really does depend on your immediate and longer term objectives. But the answer can be summed up in two ways.
If you want to reach people who are actively looking for services, products, ideas and offers then you need to be running pay per click search ads. These people are considered “in-market” right now. Any business can benefit from an ongoing PPC program. Think of how people might look online for your product or service. That’s what we do. We develop key words and ads that help you be found by customers as they search. We create dozens of key words and ads to help people find your business.
If you want to reach a wider audience of people then we use the Google Display Network and facebook and Instagram display and video ads. These ads offer multiple ways to target customers and they build your brand image. These ads will reach people who are “in-market” and also a wider audience that are higher up the sales funnel, but are still potential customers. These ads get them engaged with your brand and your website. We recommend that our clients run a blend of both of search and display ads. That way we are working on bringing in new customers right now and building up a base of potential new customers who are just starting their journey towards that next purchase.