Five Reasons Why You Should Invest In PPC
Pay-Per-Click (PPC), or Paid Search, accounts for roughly 50 percent of all digital advertising spending these days. But believe it or not, many companies have failed to invest, leaving tons of PPC potential on the table. What’s holding them back, too much already invested in organic search? Afraid of myths about click fraud? Over-saturated market? Whatever your reason, shove it in a bag and bury it under your tool shed. Here are five reasons why you should invest in PPC.
1. Predictable Traffic
Everybody is hung on everything organic. Organic foods, organic clothing, organic search. Unfortunately with natural search, you are competing with ka-gillions of other websites for rankings. Paid search will drive additional, predictable traffic to offers you created each and every day.
2. Resources Abound
Google is currently investing resources into developing keyword research tools, customer and industry research support, dayparting, geotargeting, advanced filtering, site exclusion, negative keywords, etc. for paid search. Why not use these tools?
3. Custom Reporting and Analytics
Do you want to see a breakdown of the return on ad spend for your Dallas-Ft. Worth geo-targeted campaign? What about a breakout of the number clicks and conversions that came in through your new promotional offer? How about which of your five ads pulled the best conversion rate?
4. Content Targeting
Google has improved on this feature gradually over the last three years. Google has finally increased the average value per content-targeting click paid for by the average advertiser. This massively ups the volume of this channel and significantly decreases the risk than any time in the past.
5. Feedback
There is no better way to gain a rapid response to different ad copy, to gauge consumer keyword search patterns, to learn about geo-specific buying patterns, etc.There is also far less risk to testing offers, website layouts and marketing strategies – using paid search – than tweaking every little thing on your site’s content and architecture.
If your company does a lot of selling online, paid search can and should work for you. However, paid search isn’t a replacement for SEO, but a perfect compliment for its organic companion. Paid search is an ROI-driven direct response channel that is worth the effort. It may not be sexy, but there is a good reason why it’s about half of all digital ad spend.
Competitors were outranking me because I was nowhere to be seen. My website was probably 20 or 30 pages back until I engaged with Volacci… Now I’m getting phone calls from people saying ‘I found you on the Internet’.
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About the author
Ben Finklea
Ben and the Volacci® team provide Search Engine Optimization, Paid Search, and Conversions Consulting to a varied client base - ranging from local real estate agents to Fortune 500 companies. Ben's book Drupal 6 Search Engine Optimization was released in September, 2009 and is available from Amazon.com.
Comments
I completely agree with this article.
In any company environment a correctly targeted and developed PPC campaign can add a great value to your business. Not only does pay per click allow you to evaluate, test, change, and optimize in a fast manner, but it provides the ability to adapt your strategy for a better ROI . By using keyword researching tools you can turn your pay per click (PPC) campaign in to a great conversion tool by driving targeted traffic to your products.
If you are a young company - a great PPC campaign can help build your clientele faster than most conventional forms of advertising. By utilizing a winning PPC strategy early you can help sustain and build growth to a company riding the Google Algorithm wave, which will allow you to develop that winning SEO strategy.
If you are a larger company - a winning PPC strategy is the key to constant growth and the gain of market share. If your PPC model is developed correctly it should provide you with a great return on investment due to your ability to tailor it to your goals and needs.
I would like to re-affirm the blog post above by stating that a PPC campaign is not the only strategy a website must take to become successful. While implementing a great PPC campaign can be a vital tool in developing your online presence, an SEO strategy is the most vital tool in any websites success. If you implement both of these tools correctly it can provide you with the ability to compete or dominate the market of your choice. By not choosing these forms of development and marketing, you will have to compete in high cost/high risk methods of advertising and marketing such as TV, Radio, and Print to compete and gain market share on the internet.