Clermont Digital
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Most Asked Digital Marketing Questions


Understand how Clermont Digital can help you reach your goals.

 What is PPC marketing?

PPC (pay-per-click) marketing is a type of online advertising where you pay only when a user clicks on your ad.  Advertisers bid in an online auction to serve their ad within the search engine's ad listings for queries relevant to their business.  The cost per click (CPC) is based on the maximum bid advertisers are willing to pay for the particular query and the score (Quality Score) the engines assign the ad based on the relevancy of the search term to the ad and landing page.

Setting up a successful paid search program requires work.  In addition to identifying the right search terms, continual optimization work must be done to improve upon ad messaging, device targeting, the bid in which you enter the auction, the audience you wish to target, etc. In sum, it requires hands on management to remain competitive and profitable.

Does PPC marketing work?

PPC marketing is highly effective way to grow revenue at a profitable ROI.  Paid clicks come with a high level of buying intent and reaches users further along the buying journey than those coming from other digital marketing channels.  Measuring performance is very straightforward and tying it to revenue is very easy.

PPC success demands smart management.  This means utilizing data to make decisions, continually optimizing ad messaging and bids, and routinely testing settings and features.  This is not a "set it and forget it" kind of channel.  In the hands of the right management, PPC can easily become your largest sales driving channel.

What is CRO?

CRO (Conversion Rate Optimization) is the process of improving the rate at which traffic takes a desired action (converts) that ultimately results in increased sales or leads.  CRO is a must when running any form of paid media campaign.  As you are driving traffic to your site at a cost, you need that traffic to convert for media efficiency and optimal ROI.  A strong ability to interpret analytics and take into consideration qualitative factors is imperative to set a successful CRO strategy.

It is important to consider that CRO does not just mean the optimization of landing pages.  The user experience a prospect has with your brand begins with the ads they see and continues through to the pages they visit and the follow-up they receive after converting.  Aligning the messaging across the entire experience and applying lessons learned from each touch point ensures a cohesive experience and optimal chance of conversion.

Why use a digital marketing consultant vs an agency?

Utilizing a digital marketing consultancy, like Clermont Digital, ensures a senior level strategist is focused on your account.  As we are strongly specialized, you do not have a junior-level "jack of all trades" running your media program.  Nor do you get a standardized approach and vague reporting. Strategy is tailor-made for your needs and goals and all tactics are transparent.   We are able to set you up for long term success, coach your internal team, and provide you with high impact deliverables that grow revenue.

What is display advertising?

Display advertising is made up of traditional banner ads, text ads, and video ads seen across various websites.  The targeting capabilities are vast.  They can be targeted by the text on the page, by audience demographic, to previous visitors of your website, to audiences in-market for particular products or services, etc. The list goes on. With millions of sites across the web, the reach is expansive.

Unlike PPC advertising on the search networks, buying intent differs and display advertising requires its own strategy.  Media here is either sold on a CPC (cost-per-click) or CPM (cost-per-impression) basis.

Does display advertising work?

As is the case with all media channels, it entirely depends upon your goals.  Display ads can be a wonderful venue for driving brand awareness, encouraging previous site visitors to come back (retargeting), and generating revenue with smart audience targeting.  Display advertising requires a strong understanding of your ideal customer to know the message to serve and the platform on which to advertise for the greatest chance of success.

Display media can be purchased through AdWords on Google's Display Network.  Additionally, for more advanced audience targeting across properties outside of Google, media can be purchased programmatically for a fraction of the cost of traditional reserved media placements.

Does Clermont Digital do more than strategy?

Yes! While we are experts at crafting a paid media strategy for success, we also are able to execute.  Our goal is to be a long term partner of yours and to continually find performance gains to keep your business growing.