PR firms know it takes more than a great press release to get client exposure. To reach their clients’ audiences better, PR firms must market cross-platform. A vital component of cross-platform marketing is pay per click (PPC) advertising.
Every time a consumer clicks on your PPC ad, you pay a small fee. Unlike traditional ads (print ads), PPC ads, when optimized correctly, capture multi-device users by following them between devices, wherever they are. That’s just one of the many benefits of PPC.
Here are four reasons why PR firms should use PPC in client marketing.
1. PPC is more cost effective. Why? Clients only pay when someone clicks on their ad.
For clients on a tight budget, PPC makes it easier to stay within budget. It allows you to set the limits on how much money will be spent on your client’s campaign. And when a PPC campaign isn’t working, you simply adjust it until you hit your client’s desired ROI.
For instance, you do PR for a mom-and-pop deli. They don’t have a huge ad budget, but need exposure. In lieu of billboard ads and expensive TV commercials, PPC gets the word out cheap.