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Focusing Omni-Channel for PPC Strategy Makes a World of Difference

Lauren Lawson 3 months ago Sales Enablement

Any modern digital marketing strategy needs to ensure that the online shopping experience is seamless. The most successful strategies know how to focus on every step of the client journey to create an online buyer experience that takes a consumer from the starting line to the finish line and beyond.

Ideally, this experience should even include those non-converting audiences that may eventually convert through remarketing.

Read on to find out why an omnichannel PPC marketing strategy can help you achieve the best results with your clients.

Why An Omni-Channel Marketing Strategy?

An omni-channel approach allows you to customize a user’s journey by creating a unique experience and combining multiple channels such as web content, email marketing, social media, and PPC. It takes the prospect by the hand every step of their way through online research and shopping.

When you use an omnichannel marketing strategy for PPC, your priority should be to keep the brand top-of-mind by creating an innovative experience that is consistent with the audience’s daily digital activities.

A Game Plan for PPC

An omnichannel approach that is specific to PPC will target multiple pay-per-click platforms to cast a wider net to gain larger audiences and increase conversion rate.

When executing a PPC omnichannel strategy, you create unique ad experiences across numerous marketing platforms and attach them to a specific client journey so you can see the best results over time.

What Happened To Multi-Channel Marketing Strategies?

While multi-channel advertising strategies are still fairly common, they fail to create an interconnected experience between marketing platforms for the client, so they provide a common or below-average experience for any buyer on their online shopping journey.

Omnichannel marketing creates a personalized and rather unexpected experience as consumers move through the buying cycle, which yields a higher conversion and repeat customer rate.

multichannel vs omnichannel marketing

Cross-Platform Reach

The global pandemic has made an omni-channel advertising strategy more important than ever for all businesses that want to develop an online presence.

Establishing owned media alone is not enough and will not keep a business afloat if all the different platforms their audiences interact with go ignored. Paid and organic advertising is where efforts with owned media come to life to make online businesses competitive.

By working a mix of channels, it’s easier to increase a brand’s visibility and ultimately boost advertising to higher reach and achieve ROI goals.

Not Taking Advantage of Omni-Channel

Many businesses fail to reach their client acquisition and ROI goals not because they aren’t investing in their marketing strategies but because they only allocate the budget to select channels rather than on all channels on which audiences perform searches.

The average client journey has a minimum of seven interactions with a brand. You may have heard of it as the Marketing Rule of 7. The rule encompasses the fact that it takes more than one channel to engage a buyer in a purchase.

It is not wise to settle on a single attribution model because audience behavior shifts, and with it will businesses’ marketing efforts. Approaching the client journey with a perspective beyond its standard cycle will help you reach whole new markets.

Channel Attribution

How to Audit Your Google Ads and Microsoft Advertising Accounts in Less Than 5 Minutes

Determining which channel played a role in a sale can help you understand how effective each channel is and find better strategies that can fulfill business goals.

Think with Google states that 72% of marketers feel that marketing attribution leads to better budget allocations. Therefore, an enhanced channel attribution strategy will deliver a better ROI.

The Big Challenge for Advertisers

Analyzing and measuring the results is the biggest challenge for an omnichannel PPC marketing strategy.

omnichannel analytics

It’s only logical that the more channels you advertise through, the trickier it becomes to understand audience behavior.

Gaining access to every piece of data from online behavior and marketing efforts is crucial to building a personalized tactic at every touchpoint of the client journey. Measuring data, therefore, is a key stepping stone between an omnichannel strategy meeting objectives and growing a business online.

Measure the Experience

For accuracy, always evaluate the impact of changes in strategy and optimization actions to determine whether the focus on client experience resulted in the desired outcome.

Methods of Tracking Results:

  • Surveys
  • Interviews
  • Service/product reviews

Closely following your audience’s path to purchase can give you valuable insight to tweak necessary strategies to ensure each user has a unique experience and a higher chance of a prolonged lifetime value, including brand loyalty and referrals.

Omnichannel Metrics

Time To Get Started With Omni-Channel PPC Marketing

Getting to know prospects and clients to determine how they value different channels allows you to adjust marketing techniques to provide a better online experience.

An omnichannel approach to the client journey along with data-driven channel attribution can help a business with more knowledge about customer behaviors and interests at every stage.

Our PPC platform and reporting tools consider every moving piece when it comes to omnichannel strategies for pay-per-click. Hear it from our experts and see how your agency can enhance its competence in managing PPC advertising.