Millions of businesses use Google Adwords/Pay-Per-Click campaigns to get found and generate business. PPC (Pay-Per-Click) is a sponsored ad service offered by Google (and other search engines) and is displayed on search engine results pages and you are charged each time your ad is clicked (the reason it’s called Pay-Per-Click). Google’s PPC program is called Adwords, a robust platform that allows you to set up ad campaigns with ads you create to target specific keywords you want to be found for. How much you pay-per-each click is determined by many factors, mainly the level of competition of that particular keyword.
Why PPC is Often Overlooked
PPC is often overlooked because SEO (Search Engine Optimization) becomes the main focus in most Internet Marketing campaigns… and though SEO is a must for any successful long term Internet Marketing Campaign, it DOES take time and there are no guarantees. However, PPC generates immediate traffic, and should be looked at as a supplement to your Internet Marketing campaign. If done correctly, you will be gaining positive ROI by generating more revenue from your PPC efforts than what you are spending on clicks. This can happen right away and as long as you are paying for those clicks, your ads will keep performing. So you shouldn’t be comparing SEO to PPC and choosing one or the other, you should be taking advantage of both to maximize your presence on search engines, which results in more business through your website. PPC can be an integral part of any campaign or in some cases the main focus depending on the industry you are in.
Do I need to run a PPC campaign?
While Search Engine Optimization is a highly recommended Internet marketing practice because you are not paying for every click your website receives, we know that PPC is beneficial because of the immediate results it provides in terms of online exposure. And if you can find that proper balance between SEO and PPC, you will drastically improve your marketing. Of course that is easier said than done.
Difference Between PPC vs. Organic Search
Organic search results TAKE TIME. It’s not immediate, and in most competitive spaces can take more than months or years to start seeing quality organic traffic. This is where PPC comes into the equation: it offers immediate results – at the cost of paying Google for every click you receive. Another plus is you have full control, you can raise or drop your click budget, you can revise ads at any time, and there are a broad range of options and settings that allow you to make tweaks that can improve your results. What PPC does is effectively kick-start your online marketing campaign while you work towards improving your traffic through organic search results on a month-to-month basis. SEO requires ongoing work and results are earned over time, though it takes much longer it is often seen as a better long-term investment.
Do I still need PPC if my website is SEO optimized and is already generating high organic traffic?
This depends on how much business you seek, of course the more the merrier correct? So our answer will be yes, you should still consider PPC. The reason is because PPC offers a perk not found anywhere else. In an SEO campaign, there will always be keywords that you are putting your efforts into, which may never generate traffic for you. There will also be many keywords you would like to rank highly for, but cannot. In comes PPC. PPC can be used to generate immediate results for those keywords that you are not organically ranking for, if you have the budget!
Doing PPC right requires time, effort and skill.
If it was as easy as setting a budget and writing an ad, and in pours the traffic, then everyone would be doing it. This is not the reality. The basics of a successful PPC campaign include:
- properly configure initial set-up including location settings, ad and bid budgets
- specific ad and keyword grouping, including individual keyword bidding
- a relative, quality landing page that your ads land on – this page has to sell the initial interest you generated when someone clicked your ad
- conversion tracking set up and constant management of the account to improve ROI – measuring results is a must
There is a lot more that goes into properly creating and running a successful PPC campaign but in conclusion, the combination of a long-term SEO strategy combined with a PPC campaign creates a strong faucet of leads that your business may be yearning for! Don’t know where to start, or have no time to manage your own PPC campaign? Let us help. Call us @ 818-990-9843 and we’ll give you a FREE 30-minute PPC consultation.