Why PPC Advertising is a MUST
Whether your business is large or small, web-based or local, the Internet has become a prime focus. Consumers are turning online for product information and shopping. Even major retailers, like Target, are feeling the heat. Likewise, if a person is planning to make their buy at a physical bricks-and-mortar store, they likely are doing their research online first. Consequently, your position on search engine results pages can make or break your business.
That said, it is no big secret that a natural placement, at the top of organic search results, is extremely difficult. While developing an organic strategy is essential, it takes time to develop and see results. On the other hand, pay-per-click (PPC) advertising empowers you to get your message visible, on the first page, and exposed to the consumers actually looking for your products or services today. Ultimately, it matches you with those consumers most likely to buy. Moreover, PPC is easily adaptable to any budget, allowing to target specific geographic areas or limit the hours your ads will run.
1. Difficult Keywords – Even with the best SEO and content creation, there are always going to be those keywords that you will not rank for. For example, a local Realtor is likely going to find Zillow, Trulia, and other major real estate sites dominating some keywords and phrases. With Google AdWords, he/she could run an ad for the search “homes for sale in [sometown]”, and snag some of the traffic that would have gone to other real estate resources.
2. Retargeting – You can have a conversion success rate of up to 70 percent by targeting existing customers. Retargeting places ads in front of people who have already visited your website, know your company, and have an interest in your products and services. The benefit comes from a marketing concept called effective frequency, the number of times a person must be exposed to an advertising message before there is a response.
3. The Double Placement – Have you ever searched a term and seen a company’s paid ad on a page where they also rank high organically? This is not wasteful advertising spending. It is a strategy to dominate the real estate on results pages. Moreover, it gives the potential customer the opportunity to click the non-paid link. Does that make sense?
What haven’t we covered yet that is important to you? If you would like to talk about why pay-per-click (PPC) advertising is a must for every business, or any related topic, please contact us.