Dynamic Marketing Communiqué

Make your ads worth every penny! Here’s how you can compel your target market to CLICK that button! [Thursdays: FYO!]

September 23, 2021

Apple is an American multinational technology company that specializes in consumer electronics and computer software. 

Since its establishment in 1976, the company has been known for developing high tech products that revolutionize the way consumers use technology. 

These products include personal computers, laptops, mobile phones, computer peripherals and softwares, iPads, AirPods, and watches.

In terms of marketing, Apple is known for using ads and copies that are simple yet straightforward, giving way for its products to do the talking instead. 

One of the marketing strategies used by the company? 

Pay-per-click (PPC) advertising!

PPC advertising is a kind of internet advertising in which brands pay a certain amount on Google or any other search engine every time someone clicks or opens their ads. 

Through this strategy, online users are able to view advertisements from various businesses whenever they search for keywords connected to a brand’s offerings. 

In business owners’ or marketers’ perspectives, the PPC strategy is an advantage because their ads appear on top of search results about a related product or service. 

If you’re using PPC ads for your brand, then awesome! That means more chances to generate leads and drive traffic to your website. 

Let’s take a look at how Apple effectively uses PPC ads to market its products and reach its customers… 

Apple started using the PPC strategy in 2016. Initially, it was called Apple Search Ads (ASAs)― ads that appear on top of search results about the Apple App Store, iPhones, and iPads.

This enabled Apple to attract more consumers and drive traffic to its website. 

As a business owner or marketer, should you consider PPC advertising to promote your brand online? 

You should! 

Here are a few guidelines on how you can achieve promotional success with the use of PPC ads:

  1. Give importance to keyword relevance.

Keywords are a valuable part of your PPC strategy because they trigger the emergence of your ads on consumers’ online search results. 

For example: 

Let’s say your business specializes in selling baking equipment. When someone wants to purchase an oven but wants to know the average price of the equipment first, he or she will do a quick search online. 

That person will then type in the words like “baking equipment for sale” or “oven for sale” to look for retailers and the prices of the products.

Afterward, the search engine will perform some algorithms that decide which advertisements will be displayed and by which advertisers. 

If your PPC ads have a strong keyword relevance to the words used by the online user to conduct a search, then your ads will appear on top of his or her search results. 

Since keyword relevance is a huge factor in the click and open rates of your brand’s advertisements, make sure you consider this in creating a PPC ad! 

  1. Be aware of your quality score.

Quality score is the search engine’s rating of the quality and relevance of your advertisement’s keyword, landing pages, and PPC campaigns.

If your brand’s quality score is high, chances are you’ll have more ad clicks at a lower cost. 

That’s a cost-effective way of marketing your products or services! 

Aside from that, your quality score also determines the cost of your advertisement per click (also known as cost-per-click). This helps identify your brand’s advertisement rank in a particular search engine. 

You should take this score seriously because it will help you develop or improve your advertisements.

  1. Be creative.

Creating an enticing and attention-grabbing advertisement can be quite challenging. 

As a business owner or marketer, you have to be creative and consider the different factors that help capture your target market’s attention and compel them to interact with your brand. 

These factors include: 

… and many more. 

Creativity attracts!

That is why if you’re going to set up a PPC ad, you have to make sure the appearance of your ads and landing pages is pleasant and professional-looking so you’ll be able to make online users click and open your links. 

Using some free ad makers such as Smart Ads Creator, Biteable, and Adobe Spark may help if you want to build an advertisement with pleasing display-quality and will help you get more clicks to your brand’s website. 

When your PPC ads succeed in generating more leads and traffic to your website, your brand gets the exposure it needs, increasing its chances of ranking high on search results!

As a business owner or a marketer, it’s important that you attract the right customer segment for your brand and boost their awareness about the products or services you offer.

This will help you connect and engage with your target market, enhance your brand’s online visibility, and increase your business’ profits and sales.

One of the digital marketing strategies that can help you do that?

PPC advertising, or the ads that give you the opportunity to promote your products and services through the Internet and establish your brand’s online presence! 

Make your business known and expand your reach in the online world.


Make your ads worth every penny with the help of PPC advertising!

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym). 

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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