Most business owners assume that effective online marketing only requires search engine optimization, but SEO is only half of the equation. A comprehensive digital marketing campaign requires other tenets; specifically, the effective use of pay-per-click (PPC) advertising.
A recent study conducted by Google found that even with a #1 natural search/SEO rank, Google pay-per click ads boosted clicks by up to 50%. So how do you harness this optimization strategy? In reality, it’s easier than you think.
Pay-Per-Click: A Primer
As the name suggests, a PPC ad is one where advertisers pay a fee whenever a visitor clicks on their link. In essence, you’re “buying” website visitors, rather than relying on them to stumble onto your site organically.
PPC results usually show up as “sponsored” results on a Google search. While it may seem counterintuitive to pay for a service that you can get for free, businesses have to invest in PPC if they want the lion’s share of click volume online. If you’re not on the top of the Google results, both in an organic sense and by using PPC, you’re letting the competition steal valuable business.
The Case for PPC
It’s easy for businesses to get comfortable and let their competition steal their traffic by focusing on one aspect of marketing or another, but PPC is an essential part of your digital marketing campaign. Consider the following example: an advertiser pays $3.00 for a website click. Once the visitor visits the website, they make a $300 purchase. It’s hard to argue with that kind of return on investment, and there are other tangible benefits of PPC:
You only pay when an interested party clicks. The likelihood of making a sale from a PPC click is high, so it’s a relatively low-risk marketing venture.
You have the option of controlling costs. You can set a budget for what you’re willing to pay per day on PPC. Once you hit your limit, you’re dropped from sponsored results.
You can customize your ads to different demographics. Cater your ads to your prime consumers based on market research, through desktop or mobile platforms.
PPC results are quick. You may have to wait a long time to see the results of your organic SEO campaign, but PPC results show immediately.
Effective marketing isn’t always easy, that’s why you need someone in your corner who understands the ins and outs of marketing.