Despite a fundamental shift in how companies market themselves, advertising is still an important part of the marketing mix. Most of this shift was caused by the Internet, which changed the advertising industry in many ways. One of the most notable was making ads easier to monetize using pay-per-click ads, or PPC.
Traditional advertising required businesses to pay for placement in a particular medium, such as a television channel or magazine, based on how many people might see it. In the PPC model, you only pay for the actual response, measured by the number of people who click the ad.
That’s only one of the differences between PPC and traditional advertising. On this page, we’ll discuss a few others, as well as how your company can use it to attract more customers and generate more revenue. If you'd like to speak to a specialist about our PPC management services, you can reach us at 888-601-5359 or contact us online.
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How is PPC for oil and gas companies different from traditional advertising?
Traditional ads generally reach a large group of people at one time. Whoever is listening to a radio station, watching a TV show, or reading a magazine will see that particular ad, whether they’re interested in it or not. They may fit the demographic profile of the ideal customer, but not necessarily be in the market for the product or service.
PPC ads only appear when someone shows an interest in the item being promoted. In other words, an ad for an oil or gas company won’t come up when someone is searching for beauty tips or shoe stores, as it might if it were placed in traditional media. When you use PPC, you can determine exactly which keywords and phrases will trigger your ads.
What’s more, as the name suggests, PPC ads only cost as much as the interest they generate. Traditional ad rates are based on the number of impressions, not conversions, so you end up spending a lot of money to reach people who aren’t even in the market for your services. And even if they were interested, you would never know whether they responded because traditional ads are extremely difficult to measure.
Why should oil and gas companies use PPC?
There are many ways to reach new customers online, but PPC stands out as one of the most effective. Here’s why:
It’s easy to measure
Traditional ads can reach thousands or even millions of people, but that reach is directly reflected in the cost. Even worse, you don’t even know if that potential audience is paying attention (instead of seeing commercial breaks as an opportunity to refill on snacks or use the restroom). The cost of a PPC ad depends on how many people respond to it, which can be easily determined using online analytics tools.
It supplements your SEO
Because search engines have become a standard part of the purchasing decision, companies invest time and money in appearing in them. Search engine optimization, or SEO, is the best long-term strategy for reaching online searchers, but PPC ads can boost your site’s visibility, particularly in the early stages of your SEO strategy.
It’s as targeted as you want it to be
When you create PPC ads, you have a high amount of control over who they will ultimately be shown to. Using platforms like Google AdWords, you can choose to have your ads display in the search results for particular keywords.
This requires an understanding of how potential customers search for companies like yours, but with a little research, you can create highly targeted PPC campaigns.
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PPC strategies for oil and gas companies
Like other types of marketing, a PPC campaign needs to reach the right prospect with the right message at a reasonable cost. However, creating campaigns that do this successfully is often easier said than done. These steps will ensure that your next campaign helps you reach your business goals.
Choose keywords carefully
When you choose the keywords you want to use for your ads, you also determine how competitive you’ll have to be with your bids. Phrases with high search volume may get you more impressions, but you’ll have to pay significantly more to display for them.
Consider this when choosing search terms for your ads. Bid on keywords with a steady search volume, but make them targeted to the area you serve as well as your areas of specialty. Also, consider a tiered bid structure, where you pay more for an exact match query and less for queries that are similar to your chosen terms.
Write compelling calls to action
An ad has to do more than just promote your company—it has to tell the viewer to do something. So what do you want potential customers to do when they see your ad? Fill out a form? Download content? Whatever it is, tell them in the ad copy.
You don’t have much space in your ad, so make the offer quick and clear. Also, make sure your ad links to a lead generating page, such as a targeted landing page or a contact form. The response rate and resulting actions will determine whether your offer is attracting the right people.
Monitor your analytics
Once you start using PPC, you’ll have access to a wealth of metrics, including cost per acquisition, revenue per click and return on investment. Monitor all of these metrics when determining the effectiveness of your campaigns.
Measuring your efficiency will help you improve it over time for even better results, and it will give you a fuller picture of the campaign. As you continue adjusting your ads and adding new ones, your ROI from PPC will only continue to grow.
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PPC plans from WebFX
At WebFX, we offer three different PPC packages, and the pricing of each is based on campaign budgets and additional services, such as landing page design and website conversion analysis, included in each package.
In addition to PPC advertising on Google and Bing Search and Display networks, we offer remarketing and mobile ads.
Remarketing uses compelling design and calls to action to remind people to come back to your site. And mobile advertising is a great way to reach potential customers and help your company earn more leads.
When you choose WebFX as your PPC partner, you’ll receive access to our highly skilled PPC management team. And we constantly stay up to date with changes to ad platforms and best practices to ensure that you get the most from your PPC campaigns.
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Want to start using PPC for your oil and gas company?
The Internet has fundamentally changed how oil and gas companies market themselves, including how ads are placed. Pay-per-click ads make your advertising campaigns more targeted, more measurable and more profitable.