Liam Moroney Says that Advertising in B2B SaaS Does Not Equal PPC
https://www.linkedin.com/posts/liammoroney_the-term-ppc-became-synonymous-with-ads-in-activity-7206400934854148096-hBmH?utm_source=share&utm_medium=member_desktop
My thoughts:
- Most PPC is not advertising instead it is about physical availability
- Brands need to use PPC to be easy to find and easy to buy
- It has limited impact on mental availability
Byron Sharp makes the point that paid search isnโt really advertising, it is more life shelf-space in a store.ย What does this mean?ย ย
https://www.linkedin.com/pulse/why-paid-search-like-shelf-space-byron-sharp/
His takeaways:
- Paid search should always be on
- Its impact should beย measurableย
- Physical and mental availability are both needed
If you are having trouble wrapping your mind around physical availability, take a look at Dollar General, this discount chain shows exactly what physical availability looks like.
ย https://www.linkedin.com/feed/update/urn:li:activity:7204122389754884096/
My insights:
- Physical availability is a powerful factor in driving growth
- Does physical availability apply to B2B SaaS?
- How can we take the lessons from Dollar General and apply them to B2B SaaS?