With so much focus on organic SEO and how to play by Google’s rules, it isn’t surprising that pay per click advertising tends to be overlooked. While an organic, nonpaid SEO campaign can cost less money than paid search marketing (with the exception of the time spent building links), there are several advantages to choosing a paid search campaign to work alongside your organic SEO, and businesses throughout the world have seen the benefits PPC offers.
In 2011, Google made nearly $38 billion in revenue, and more than $36 billion of that came from advertising. Some of the top businesses using AdWords spare no expense when it comes to investing in a pay per click advertising campaign. Home improvement chain Lowe’s spent an estimated $59 million in PPC advertising while online retailer Amazon.com spent an estimated $55 million. Even with national and worldwide name recognition, these businesses are discovering there are many benefits to investing in a pay per click campaign.
You might be considering including a pay per click campaign as part of your business’s online marketing strategy, and while not all businesses and budgets will be a good fit for PPC, there are definitely advantages to choosing a PPC campaign. Wondering if AdWords is the right step for you? Here are some benefits that pay per click advertising can bring to your business’s marketing strategy.
More immediate impact
Organic SEO can be a cost-efficient, long-term online marketing strategy, but one downfall is it can take time to make it to the first page of Google. Depending on your business’s industry and the competitiveness for the keywords that you’re targeting, it could take several months before you even crack the first few pages.
With a pay per click campaign, you can control the odds that your ads and website appears on the first page of search results. With a quality ad and relevant landing page, you’ll have an increased chance of having your ad appear (and stay) on the first page of search results. No matter how strong your organic SEO campaign, you won’t be able to guarantee a position on page one of search engine results pages like a pay per click campaign will allow you to.
Tailor ads for a specific audience
With organic SEO, you can pick keywords that are geared toward a specific area (“Tampa dentist” or “New York real estate agent”) but you don’t have much control over the specific areas where people are seeing your business appear.
With pay per click advertising, you can select specific areas where your ads will appear, preventing you from having to select location-specific keywords in your strategy if you don’t feel they are necessary. For example, if you offer dentistry services in Miami, you can include keywords just for dentistry and not for Miami dentistry if you don’t want to include them. This ensures that only people in the area that you are targeting are seeing your ads, which is helpful if you don’t offer your services nationwide or in multiple locations.
Find more motivated site visitors
When you include terms like “for sale” or “buy” in your PPC text, you are likely to find more motivated site visitors than people who stumbled upon your site while browsing. The individuals searching using these terms are motivated to make a purchase, and using your PPC ad to lead them to the correct landing page on you website can increase their experience and hopefully lead to more conversions (and business) for you.
Use remarketing to increase site conversions
One incredible advantage that PPC ads have over organic SEO is the ability to run a remarketing campaign. Remarketing lets you target people who visited your website without making a purchase. Using some AdWords code magic, you can create remarketing campaigns that can appeal directly to people who came to your website, looked at a particular product, but didn’t make a purchase.
In your remarketing campaign, you can give them an incentive to come back and purchase the abandoned product, such as offering free shipping or giving a discount for the next few days.
Remarketing is an incredible tool but should be used carefully. You don’t want visitors to know that you’ve been tracking their movements and you don’t want to make it too obvious. You’ll also want to ensure that after you set up your remarketing campaign, you have another campaign to stop remarketing once that targeted customer makes a purchase.
Amy Moczynski is a marketing account directory for 352 Media Group, a Web development and digital marketing firm. She manages the marketing for the company’s small business division, which offer pay per click advertising among other marketing services.