Pay-per-click is still one of the more common investments within a content marketing strategy, and for good reason. Compared to other types of advertising investments, this is among the easiest to manage, track and refine over time, thanks to increasing integration of metrics systems into major search engine product offerings.
However, while a rudimentary per-inquiry advertising program can be enough to drive at least some conversion rates, taking these initiatives to the next level can have more substantial benefits to the business over time. After all, leaders will be looking for high returns on investment in the modern Internet marketing arena, and more refined approaches to pay-per-click can yield stronger results.
New age of PPC
First, it is important to remember some of the simple aspects of per-inquiry advertising, such as the fact that a company will generally take out standing advertisements on either a search engine or corporate website. Banner ads and the like are generally the most common pieces published, while the firm will pay the host each time the link is clicked.
New best practices in this arena have been centered on the integration of these programs into other components of operations, as well as more acute attention to detail in terms of metrics.
- Routing: One trend that many marketers are likely seeing is the molding of advertising investments into client relationship management supports. Using advanced technologies that have started to become ubiquitous in the private sector, businesses can intelligently route calls coming from per inquiry advertising to the proper department of the business. This will save time, money and energy, all the while boosting engagement among prospects.
- Big data: Another major movement in corporate computing that has changed the game of Internet advertising is big data. In fact, big data is often first used to more intelligently research and analyze customer behaviors. In terms of per-inquiry advertising, the use of these intelligence solutions can be especially helpful, particularly when managers are working to measure successes and failures in real time with such high volumes of information.
- Print and digital: A few years ago, it might have looked like the days of print publishing were numbered. More recently, though, companies have started to invest more in traditional marketing channels, all the while increasing activity in the digital realm as well. When participating in per-inquiry advertising for both print and digital publications, decision-makers will need to ensure that the programs have a certain level of synergy over time.
Per-inquiry advertising, as aforementioned, might be one of the easiest types of digital marketing to manage from a leader’s standpoint, but this does not mean that intelligent and informed decision-making is completely unnecessary. Rather, organizations that have the tightest understanding of what needs to be done will generally enjoy the strongest results.
As such, working with a provider of per-inquiry advertising support and online marketing consultation can pay off in the long-term.
