Shotgun vs. Sniper Rifle: When You’re Running a PPC Campaign, You Need a Sniper

//Shotgun vs. Sniper Rifle: When You’re Running a PPC Campaign, You Need a Sniper
­

You don’t need to know much about firearms to understand the difference between shotgun marketing and sniper advertising.

Simply put, a shotgun blast fires many pellets at once, covering a wide area, thereby increasing your chances of hitting something.

Conversely, a sniper uses a rifle, which fires a single bullet with the intention of hitting a precise target right where it counts.

When does shotgun advertising work?

On a smaller scale, anyone who has ever taken home a free, branded yardstick, flyswatter, magnet, or frisbee from a tradeshow or state fair (or filled out a form to get one) has been “blasted” with a marketing shotgun. That approach is not necessarily a losing proposition for the advertiser, who has now gotten their name and contact info into your hands relatively cheaply.

So how does that work in PPC marketing? Well, if you’re Coca-Cola, Ford, Doritos, or anyone else with a colossal demographic and Super Bowl-sized advertising budget, it never hurts to keep blasting your brand out there without spending too much time worrying about where the message goes or who’s seeing it.

But if you’re a smaller company with a more specialized product or service, you have other considerations. It costs money to fire those “shots,” whether shotgun or rifle, so you need to make sure you’re hitting your mark every time.

If we’re talking about targeted PPC advertising, you need a trained sniper.

While it’s true that any time you put your brand and contact info online you’re hoping as many people as possible will see it and respond, you also need to factor in lead quality. Most businesses don’t have the time, resources, or, frankly, the patience to answer endless queries from people who don’t have the capability or intention to buy.

Now let’s pretend you’re selling high-end real estate, or sewing machines, or even goat food. In a shotgun scenario, your ads might be seen by scores of people who have no interest in or need for any of those products, which means you’ve wasted precious time and money taking those shots.

Enter the StubGroup sniper.

Just as military snipers are trained to hit only specialized targets, PPC advertisers subscribe to the same philosophy. And just like snipers, we have to know a lot more than just how to aim and pull a trigger.

  • Our client: We study our clients inside and out, utilizing an onboarding process that helps us identify their mission, ethic, short- and long-term goals, target demographic, avatar, etc.
  • The target: Our demographic deep dives tell us what motivates, scares, inspires, amuses, angers, and interests — the avatar we’re going to sell your product to.
  • The landscape: As a Premier Google Partner and Bing Ads Accredited Professional, we know the PPC landscape inside and out. But more than that, we recognize that the only thing certain about the PPC landscape is that it’s ever-changing.
  • We do more than roll with the punches: Although we’re as adaptable as they come, we strive to be anticipatory through constant study, measurement, and testing.
  • The keywords: We know more than how to just get you a high, page-one ranking (which is pretty good all by itself). We also know how to use the right keywords to bring in high-quality leads who intend to buy.
  • A comprehensive knowledge of Google AdWords’ tools and features – Kind of like the PPC landscape, Google’s offerings and methods are subject to frequent change, which can be frustrating to business owners who already have more than enough on their plates. But, this seeming frustration is actually one of the things we love best about Google — whenever they find a way to do something better, we all win.

At StubGroup, we are PPC advertising snipers who don’t waste your time or money focusing on the wrong target. Our fieldwork is extensive, our methods are precise, and our aim is true. Reach out any time to find out more about our specialized PPC marketing.

Customer Testimonials

"Simply the best in PPC management. A bunch of smart people at StubGroup!"
Craig A., The Floor Tape Store
"Everyone at StubGroup is kind, courteous and professional. They always make sure they put your needs first and really take the time to find out who you are and what your needs are. I would highly recommend them to everyone!"
John M., Sol8
"The team at Stub Group is highly qualified and knowledgeable with PPC. They make it easy for someone who isn't familiar with digital marketing to understand and be successful!"
Garrett N., Southwest Christian Schools
"Great return on investment. Friendly, professional, prompt, effective and efficient service."
Jorge Z., SnapFlatFee Real Estate
"Stubgroup has a excellent team that will work hard to get the job done right. I have done business with them for almost 2 years now and would recommend them to anyone who is looking to help their company thrive in the Adwords or PPC world of advertising."
Andrew D., Total Spectrum Care
"So glad we chose to pass off our ad campaign management to Stubgroup - our account manager is quick to put any requests on our campaigns into effect, and easy to work with, and more importantly, they give us the information we need to understand our ad campaigns."
Mac S., Maddox Transformer
"They are definitely "on the ball" and they certainly know their business very well. I highly recommend StubGroup."
Mauricio J B., Miami Signature Homes
"StubGroup has an excellent level of knowledge of the space. They provide a strict high level of touch with very proactive keyword, ad, placement, budgets etc. They also have aided FriendlyTree.com and NJMulchDelivery.com on many levels, allowing us to maximize ROI at all levels of our SEO and SEM endeavors, and adding seven figures to our bottom line!"
John L., FriendlyTree.com
"The StubGroup team has truly made a difference in my business and has taken the headache out of marketing for my business. They listened to the unique nature of my business, developed a plan, implemented that plan, tweaked that plan and it works, it works well!"
Greg B., HomeAdvisor.com
"Stubgroup has been very helpful. They show that they really care about our company and want the best ROI for us. I appreciate having this trust with them. Also my account manager is excellent when I have questions. He explains things very clearly and is easy to understand. I highly recommend Stubgroup! "
Tanya P., Rio Nutrition Supplies
"Stubgroup has really done a great job for us. Not only have they honed and increased our PPC advertising, but they are very responsive and quick to help us with questions and needs as well. Highly recommended."
Daniel G., Marlow White