When you think of traditional PPC advertising campaigns, you may think of huge, detailed keyword lists, comprising terms highly relevant to your products and services. Each time one of these terms is searched for, in theory, an advert should be triggered that is highly relevant to that term, encouraging you to want to click, browse the site and convert in the form of an enquiry, download or sale (or whatever metric you choose). For those reasons, paid search is one of the most accountable and measurable forms of advertising there is, and a reason why I personally love working in this particular form of digital marketing.

But is paid search only useful for targeting users who are in the research or purchasing stage of the shopping process? Not necessarily.

What if PPC could be used as a potential brand exposure tool? What if you could get your brand message out in front of thousands of people, but pay a fraction of the cost of traditional offline advertising, like print or television advertising, would incur? (more…)