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The Need for Flexibility and Adaptability in PPC for Retail

The dawn of the smartphone changed marketing forever. Whereas before, advertisers had a significant amount of power over how a consumer learned about their products, now it’s the consumer who controls things, searching for whatever information they need, whenever and wherever they need it. This is the essence of Google’s Micro Moment philosophy, which outlines how brands and businesses can Be There, Be Useful and Be Quick, and why doing so will help them gain awareness, engagement and, of course, that all-important sale.

As outlined by Google, Micro Moments are organic opportunities. The idea is that consumers are inspired to search for something based on some external stimuli and will click on the organic result that most catches their eye. This is why it’s important to Be There, Be Useful and Be Quick; brands who aren’t are unlikely to capture organic searches and the opportunity to engage and make a sale will be missed.

But what about the Paid opportunity. Do Micro Moments still apply for Pay Per Click?

Micro Moments and Pay Per Click

The answer is, of course, a resounding yes. Just because your method of visibility is different to the organic approach doesn’t mean Micro Moments are less important. Indeed, with budget on the line and a strong return on investment from that budget required, Micro Moments and all the learnings we need to take from them, are actually more important for brands running PPC campaigns. There are few things worse for a marketer than wasted budget and mediocre results.

Of all the core tenets of Micro Moment marketing, the need to Be There may seem easiest of all for PPC advertisers. After all, as long as the campaign is conceived and executed correctly, there’s no reason why they shouldn’t gain that all important visibility if they’re paying for it. However, taking this attitude is at best naïve and at worst complacent. It shows a perilous lack of awareness of what Micro Moment marketing is actually meant to achieve. It’s not just about ticking boxes: it’s about flexibility and adaptability.

Above all, it’s about reactivity.

Reactivity in PPC

The problem for businesses who run PPC campaigns is understanding exactly when to run them. In some cases, it’s very easy. A business running a sale over a certain period of time will run the PPC campaign during that time. A business looking to tap into a certain event will run the PPC campaign during that event. A business looking to tap into a seasonal trend will look into past data about that trend and run the PPC campaign during it.

It’s a sensible way to go about things, but it’s not really what Micro Moments are about. What’s just been described there isn’t so much reactivity as proactivity: it’s attempting to work out the right time to do something in advance, rather than being flexible and adaptable enough to react in real-time when the right time appears. Businesses running PPC campaigns need to work out how to tap into that reactivity rather than being tied to predetermined start and end dates because the consumer scene no longer works to such strict parameters.

Look, for example, at the interest in Skinny Sprinkles, a weight-loss product that’s recently hit the headlines and become an overnight sensation. This swift rise to fame has been aided by posts from social media users (specifically celebrities such as Geordie Shore’s Holly Hagen, below) who’ve revealed the positive results they’ve experienced when using the product.

The Need for Flexibility and Adaptability in PPC in Retail | mporium

As happens on social media, news of the product’s effectiveness has spread and people have sought out more information by searching on Google for related terms. Suddenly, out of nowhere, a trend (and an opportunity for businesses to capture awareness) has been born.

This isn’t a one-off occurrence. As we noted in our post The Influence of Reality TV on Fashion Shopping Habits, such micro moment trends can come from anywhere and at any time. Below are searches for an Asos dress after the item was worn by a contestant on Love Island.

The Need for Flexibility and Adaptability in PPC in Retail | mporium

Predicting these spikes is difficult enough, but taking action on them is almost impossible without the automation that tools such as mporium IMPACT can deliver. By not being reactive in this way, brands can miss a spike entirely, or waste their budget at times when search interest isn’t at its highest. It’s this second point that’s perhaps the most significant. To miss a trend because it couldn’t be predicted is a frustration. To miss a trend because the budget has been used elsewhere is restrictive of growth and undermines the point of PPC, ensuring that the very thing your campaign was supposed to guarantee (visibility at the key moments) is lost.


Flexibility and adaptability are more than just digital marketing buzzwords; they’re the golden rules by which all businesses, brands and marketers should be living by to ensure their work gains awareness. Significant trends can emerge at anytime and from anywhere, including mentions on television and social media. Automated tools such as mporium IMPACT can help businesses by identifying those trends and the moments they appear in, and delivering digital ads at that right time in the right context. This helps reduce the chances of wasted PPC budget and increases the chances of gaining awareness, and interest from people who are most likely to be interested in your product.

The end result is a maximisation of the chances of a conversion and that, after all, is what a PPC campaign is all about.

Do you want your business or product to be there when it matters most? Contact the team at mporium to see how mporium IMPACT can help serve your offerings exactly when they’re desired.

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