Posted to Ben Finklea's blog on September 25th, 2009

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.