Most organizations, particularly small businesses, concentrate for the most part on SEO and Social Media as favored strategies for customer outreach. Indeed, even with a brilliant SEO campaign and marketing strategy, there is a lot of value that can be achieved through paid search
The term PPC alludes to Pay-Per-Click and is the foundation of paid searches through Google, Bing, and Yahoo. Organizations pick well-researched keywords that trigger the presence of a paid promotion when somebody searches for those keywords. If a consumer clicks on your ad, you are charged a pre-set amount that you decide based on your budget.
How does a Googler know what is paid and what is an organic search result?
Paid search advertisements show up at top of the search results page, and along the right column. They will be listed in the most visible area, and are named as “Ads.” Where among the advertisements you are placed is determined by various elements, including the cost you spend per click, the pertinence of your landing page to the keyword, and the amount of time people spend on your website once they click the ad.
Somebody who is searching for a specific service won’t invest much time in your site if you don’t offer it, however, paid to appear with the keyword. Google tracks these practices and deems how significant your site is to the keyword. websites that people invest a lot of time on, click through and go back to later on are the ones who get the top spots among the paid results.This way, it isn’t necessarily the companies with the biggest budgets who get all the attention.
But what about the statistics that say only 15% of people searching for a business click on the paid ads?
This statistic is true. Most people gravitate toward the organic search results, wary of any paid advertisements that could be misleading. With search engines like Google, though, irrelevant sites are filtered out fairly quickly. However, it takes time to change people’s misconceptions about paid advertising.
So why would I spend money if only 15% of people would even click on it?
Let’s say a thousand people are searching for an electrician in Virginia, US. You are an electrician and you’ve done your very best to boost your organic search results with some SEO services, you are active on social media, you have local map listings and positive reviews. But for some reason, you are on page 2 on Google search results. Chances are, those thousand people will never see your company’s name. With the paid search, your company is guaranteed to appear on page one. And statistically speaking, up to 150 people could click on your ad and be directed to your website.
Furthermore, you only pay for the ones who click, and not for the ones who saw your name and may remember it in the future.
With PPC, it is also easy to track the habits of people who are entering your keywords. How many of them clicked on your ad?
How long did they spend on your website? What other pages did they look at? Did it lead to a sale? Based on this information, you can weed out keywords that are not performing for you, add new ones people are searching for that you hadn’t thought of, and adjust your budget accordingly.
Google’s paid search setup allows you to also choose “negative” keywords to guarantee you won’t show up as a result if you don’t offer something. Say one of your keywords is “electrical consultation” but you charge for this service. You can make “free” a negative keyword so that people who search for free electrical consultations won’t see your ad and click on it, costing you money, for a service you don’t provide.
So PPC campaigns can be highly effective in the hands of people who understand the market, can do advanced keyword research, and negotiate click rates. Google also offers some great tools for the do-it-yourself, although it an all be very overwhelming to someone creating a campaign for the first time.
Hueray technologies offer a full spectrum of web design, SEO, PPC, social media and email marketing services for businesses large and small. For more information or for a free consultation, please visit www.hueray.com.