Modern radio broadcasters are facing challenges on many fronts. Streaming radio services are growing in popularity with a corresponding decline in traditional radio listenership. Plus, many advertisers are embracing digital platforms, thanks to high affordability and reach.
Together, these have created a drop-off in radio station advertising revenue over the past several years. Pay-per-click (PPC) advertising effectively turns those statistics around — keep reading to find out how.
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What is PPC advertising?
PPC advertising is digital advertising where the ad’s host receives payment when a user or website visitor clicks on the ad. Contrary to traditional marketing media, the advertiser pays for the clicks their ad earns instead of by the number of times it appears.
These ads take multiple formats, from static text to images and videos. They appear on search engine result pages, social media platforms, mobile apps, and websites.
With PPC, an advertiser targets precise audiences, sets and scales their budgets as they grow, and gets detailed performance analytics. Broadcasters can leverage PPC in two ways — attracting PPC advertisers to their websites and incorporating PPC into their radio station’s digital marketing strategy.
How to plan a PPC campaign
With today’s listen-online features, advertising your radio station with PPC ads helps you reach more potential listeners. So, how do you capture their attention? Use these steps to launch your next PPC campaign.
Set your goals
The first step to creating your PPC campaign is determining what you want to accomplish. Do you want to increase awareness? Or, are you looking to drive more website traffic so that your visitors see — and click on — the PPC ads you’re hosting?
Consider using a framework like SMART to establish your goals and identify the metrics you’ll use to track progress.
Do your research
From social media to search engine ads, you have numerous channels to get your PPC marketing in front of interested customers. The ideal platform depends on the goals you’ve set and who you want to reach.
Dig into your analytics to gain deeper insights into who your listeners are. Collect demographic and behavioral data to create buyer personas that make up your target audience.
After identifying your listener profiles, you need to understand what resonates with them. How are they searching for stations like yours? The answers let you develop a list of keywords you’ll target with your PPC bidding strategy. You should also include their preferred PPC ad format and the tools they use to engage.
Next, decide how much to invest in your PPC campaign. No two platforms are alike in pricing, and what you’ll pay per click varies widely based on the channel you use and the keywords you target.
Consider partnering with an expert
Creating the right PPC mix can be challenging, and many radio stations look to digital marketing agencies to help them manage it best.
An experienced PPC agency helps craft comprehensive blueprints to meet your goals. These experts are well-versed in keyword research and bidding strategies. By outsourcing your PPC management, you take the guesswork out of the process and focus on your core responsibilities.
3 tips for hosting PPC ads
Hosting ads on your radio station website helps position your business as an asset for ongoing digital marketing investment. So, how do you attract the right PPC clients for that? Use these three tips to help you build a PPC base.
1. Show them the data
Modern professionals often look to data to help them make more informed decisions and pinpoint the best activities for generating desired results. Who are your listeners, and how do they align with the advertiser’s target audience? What outcomes have your station’s website achieved for other businesses like theirs?
With today’s robust analytics, you can include these facts and more in your sales presentation. Use your actual data to show them how well you understand their needs and how your PPC advertising is an opportunity to fulfill them.
2. Consider bundled offerings
Account-based marketing gives you a powerful tool to customize your advertising offerings through bundles. When you package together relevant services, you can create tailored solutions that appeal to your existing customers and prospects.
This approach also lets you offer attractive discounts on the options that make the most sense for your advertisers. For example, a current radio advertising customer may decide to invest in PPC ads if you demonstrate value and offer a reduced rate to test it out. In turn, you can persuade a PPC prospect to try radio advertising with a savings incentive.
3. Leverage word of mouth
Take your happy PPC customers and turn them into brand ambassadors. The statistics paint a clear picture of word of mouth as an effective influence in purchasing decisions — most people trust the recommendations of others.
One straightforward way to do this is by asking your customers for their thoughts. For example, sending a referral email demonstrating a value for referring is a cost-effective method for capturing more leads. Establishing an ongoing referral program also works when you pair it with an attractive incentive.
Traffic attracted through PPC advertising yields 50% more conversions than organic advertising.
Are you leveraging PPC in your marketing efforts? Let’s get started.View the Guide
Launch a PPC campaign with confidence
Run a campaign that delivers measurable results by working with a digital marketing leader. WebFX has a team of award-winning experts to help with decades of experience in PPC advertising. Our professionals will help you identify the right platforms and target the most relevant keywords to meet your goals and budget needs.