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Paid Advertising plays a huge role in today’s digital marketing landscape. When mentioning paid advertising, most people initially think of Google Pay-Per-Click (PPC); however, there are many different channels available to drive paid traffic. For example, all of the major social media platforms—including Facebook, Twitter, LinkedIn, and Pinterest—have paid advertising options, and Bing and Yahoo account for nearly 20% of all search traffic. Depending on the type of business, service or product you are offering, each of these platforms can be valuable channels for your business.
Paid media specialists are increasingly challenged with having to learn new platforms, features, reporting, and more. It’s unreasonable for a company to think that they can hire a marketing generalist straight out of college and then assign that person to manage the company’s entire paid media budget. This is a dangerous and potentially costly risk.
Main Path looks at paid advertising as a complement to other marketing channels and initiatives. Oftentimes, we will recommend that our clients start out with paid advertising so they can begin driving traffic immediately and begin to test which keywords have the highest conversion rates. Other times, we discourage clients from paid advertising due to many factors, such as the competitive landscape, lack of budget, or we see other opportunities for them.
Reporting and analytics play a very important role in how Main Path approaches paid advertising. With today’s analytics software we are able to get near real-time feedback on what is working and what isn’t. Using that data, we are able to pivot to tactics that work and away from ones that do not.
Main Path’s Paid Media Department looks at a variety of paid channels when developing a strategy for your business. Many times Google Adwords is sufficient; however, sometimes, we may identify alternative channels that are more applicable for your business. For example, many of our business-to-business (B2B) clients have had success using LinkedIn’s paid advertising channel, while many of our e-commerce clients have had success with Facebook ads.
Here are some additional benefits you get when you decide to hire Main Path for your paid media management:
Mixed-Channel Approach. A B2B company has different Paid Media needs than an e-commerce company. That is why we look at a variety of different paid options when evaluating a client’s business to find the optimal mix that will drive the desired results.
Drive KPIs. Just like our other marketing services, Main Path focuses its Paid Media efforts on driving your Key Performance Indicators (KPIs). We will determine what results you are looking to achieve through your paid media campaign and then report on those results. These KPIs could be leads, form fills, phone calls, downloads, online purchases, or revenue.
Expert-Level Paid Media Management. We have recruited some of the brightest in the business and put them to work on our clients’ campaigns.
Data-Driven Approach. Main Path offers a proprietary, data-driven approach to determining optimal campaign management. For example, we can determine exactly how much your maximum bid amount should be for PPC campaigns based on your profitability model. Our managers have dozens of tools like these at their fingertips so that your campaign can benefit.