The "Rent-to-Own" Approach to Driving Traffic

Last Updated February 26, 2021

Wondering how to use a PPC advertising strategy that yields positive results? We've got you covered 👇


Why Use A Pay-Per-Click Advertising Strategy (PPC)

When it comes to digital marketing everything is on the table initially:

  • SEO
  • Paid Advertising
  • Digital PR/Outreach
The way your company will use these channels depends on your:
  • Industry
  • Audience
  • How you want to reach them

Let's table everything else right now and just talk about paid advertising (often referred to as paid ads, paid traffic, and even PPC). There's a reason EmberTribe considers itself a growth marketing agency centered around paid traffic. That reason is: it works really well. 

However, we're not solely a PPC agency because we know the truth behind PPC/paid's not the endgame. The end game is a solid marketing mix (or growth system) that helps your business grow sustainably. So while we're huge proponents of using PPC to jumpstart your marketing plan, we also encourage a marketers to consider what we call a "rent-to-own" approach to driving traffic.

How does PPC help early on in your marketing efforts?

  • Using PPC at the outset of your marketing plan gives you :
    • A clear indication of what will work to reach your company’s audience
    • Measurable results and feedback on a very short time table
    • An understanding of what kinds of content converts best

☝️ Pro Tip: Use paid ads as a lead off instrument to figure out which messages/media work best for your company.

What is the Rent-To-Own Strategy?

It's about using PPC early on to generate quick feedback. Then you can make a more informed decision on what is worth pursuing for organic traffic.

This option is very similar to real estate’s rent-to-own policy

  • Try before you buy
  • Rent for a year with the option to buy at the end of the term

The same applies in digital advertising.

Pay-Per-Click Campaign

This option allows you to rent keywords on Google Ad Words to generate:

  • Traffic
  • Visibility
  • Insights on which channels will drive conversions for →
    • Leads
    • Sales

Uncover profitable searches with Adwords that are worth targeting later with SEO. Learn which audiences and demographics respond best to your message.

🌬️ Breathe new life into your PPC campaigns by asking better questions. →

Ultimately, you will measure what works and what doesn't and takeaway valuable knowledge to build future campaigns.

How Does This Differ From Other Strategies Like SEO?

  • When you start with SEO it can take a long time to get the rankings in Google.
  • It takes a lot of time and effort to build content that might not necessarily benefit you.

With a Rent-to-Own strategy, you can make a more informed decision on what's worth pursuing over the long-term. You'll have a real dollar amount that approximates the value of ranking organically for specific search terms, and you can predict the ROI of investing in comprehensive pieces of content.

What do you think of this "rent-to-own" approach? Are you ready to learn fast and make a data-driven case for what you should be targeting in organic search?

Jump on a call with one of our growth experts. We'll talk about your goals and create a strategy to get results. 

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