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Digital marketing: Paying for customer acquisition


Pay per click or Google Adwords can help a firm to get new customers. It can be used to launch products and get a higher ROI. The ins and outs of starting the business online can be figured out using the strategy which shows the way to establish a new idea and generate income through it.

There are many different methodologies adopted by the companies to succeed in it. The advertisement comes with the tag ads on the Google search results and may have a map link where the location of the business can be seen.

Such searches allow the company to target certain geographical regions for marketing where the buyers of specific locations will get the ad links on the top, followed by general organic searches.  The method provides the statistics of potential customers and it may take a week or more to get the ROI in terms of new buyers. 

This is one of the strongest tactics used to get buyers where it provides personalized advertising to target each user individually. The marketers can control the display of ads and the owner of the website can re-engage customers and remind the visitors of their interests, or follow them to get a purchase. 

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It provides relevant data, which can be used to analyze the browsing habits of the users. 

Some advanced Google analytics can remind the users of the products they have added to the shopping cart but were not bought, or one can get a notification of the list of similar competitive products. 

The website can analyze the time spent by the user on each page or product to find out the most popular appropriate ads.

It can allow companies to create lists of pages that attract new buyers. 

The remarketing strategies can be used to reach buyers through YouTube channels, where Google provides the statistics to know the people who have visited the channels or those who searched for the videos. 

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Machine learning and AI provides potential customers with information to match the feed or customer requirements. 

The search engine Bing offers paid searches where the sellers can serve ads to the desired audience and exclude the ads for a specified set of viewers. 

The CTR rate can be identified, which helps to tell how the visitors are visiting the ads, or what time they spent on the content displayed on the website. It depicts the real rate of how the visitors come to the site or the actual click rate. The rate is calculated by dividing the number of clicks by the number of impressions. 

In Q4 2018, the average CTR was 0.41 percent of the Google ads, and in Q4, the average CTR in Facebook newsfeed was 1.46 percent, although, the rate dropped from previous years' 2.4 percent, still it was better. 

Overall, PPC provides quick methods to see the outcome of the marketing effort, where the companies without such strategies may take months to get viewers, while, PPC can get instant visitors.   

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