Digital Marketing is a fast moving industry, with trends and improvements changing the landscape on a regular basis. It is also subject to geographical barriers, despite the Internet’s inherent ability to bypass physical borders. However, there are core lessons that have not changed throughout the years. They can be applied to any business that is serious about digital marketing in Palm Springs. Here are some of the most important ones we have come across:
Digital Marketing in Palm Springs is Not Always About Impressions
It used to be that advertising is all about getting as many eyeballs as you want. It’s how traditional advertising worked and it is true for online advertising as well: you place a banner on websites and you pay a fee every time your ad appears. You can still advertise in this manner. But if you want the most cost-efficient use of your time and money, you will stop throwing advertising money onto people who are not interested in your ad.
Many businesses already realized that the Pay Per Click (PPC) model is better than just going for raw traffic and impressions. A PPC has the advantage of targeting only the people interested in what you offer, while also getting “free” impressions because of the people who saw your ad without clicking on it.
Cost Per Acquisition is More Important than Conversion Rate
A good conversion rate is important, and should be one of your goals. But it should not be the end-all and be-all of digital marketing in Palm Springs. A more important metric to focus on is the Cost Per Acquisition or CPA. This is the amount you pay for a lead or a sale, this is because it helps measure just how optimized your advertising spend is. You could be getting a lot of conversions from Channel A compared to Channel B, but if the CPA of Channel A is significantly higher, then it may be better to shift the advertising budget more towards Channel B.
Higher PPC Means Higher Conversion Rates
Most marketers would think that lowering the CPA or achieving a better ROI involves reducing the amount you pay per click, but when it comes to digital marketing in Palm Springs, the opposite is sometimes true.
This is because of how PPC advertising works – if you pay more per click than your competitors, your ad appears more in the ad rotation and you get the higher quality traffic, which generally translates to higher conversion rates.
Don’t Focus on a Single Strategy for Digital Marketing in Palm Springs
At the start, you may find that one specific digital marketing strategy, like PPC, produces higher conversion and more traffic. It’s easy to get lulled into a sense of complacency until the point where that single strategy no longer works, and you find yourself in a steep drop.
The old adage about not putting all of one’s eggs in a single basket applies here. Diversify a little bit, and try to explore other strategies for digital marketing in Palm Springs. Try to nurture other strategies on the side so that you always have a backup, you can try:
- Content Marketing
- Social Media Marketing
…or any other new forms of digital advertising.
If you need some help when it comes to exploring various digital marketing strategies, do not hesitate to contact Blitz Marketing. We have been in the business for years, providing ethical and cost-effective digital marketing services to businesses of all sizes. Contact us now and we will give you a risk free, no-obligation proposal.