A recent study has shown that 73 percent of Google searchers don’t look beyond the first page of results. Unsurprisingly a huge industry has developed to try and get a piece of the pie from the 40,000 search queries that Google processes every second – and that industry is SEO.
Search Engine Optimisation (SEO) is often a scary word to some, as they don’t fully understand everything it encompasses. According to Moz “SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.”
So in effect, SEO is two part – the concept of search engine optimisation and the professionals who apply those optimisations (Search Engine Optimisers).
According to Fusion 360, the US digital marketing giant – an estimated 73 percent of searchers never venture beyond the first page.
So if you are trying as best you can to optimise your website for the search engines but you can’t even reach the first page despite all your efforts, what other options do you have?
That is where pay per click (PPC) advertising can help you gain an advantage over the organic (natural) search engine results.
Outlined below are 5 reasons why you should incorporate PPC in to your marketing efforts.
1 – Reach your target customers with the right ad at the right time
If you are a local business, you can utilise location based targeting to deliver specific messages, tailored to your audience at different times of the day.
2 – PPC offers results instantly
Setting up a pay per click campaign is a simple process that can be done in hours rather than days or weeks. Once the advert goes live you can expect to see the impact on your business almost straight away and unlike other forms of digital marketing, it can produce positive return on investment (ROI) fast.
3 – Easy to measure the results
With the correct tracking set up, you can quickly gain powerful insights in to which advertising campaigns and keywords perform the best. These insights can help shape the overall direction of your marketing efforts for your business.
4 – Your competitors are doing it
One of the most compelling and most practical reasons for starting a PPC campaign is because your competitors are already doing it. If you are a solicitors firm and your largest competitor is appearing at the top of the search results and you are way down the page – then you are losing out on a LOT of business. Try searching for your business now in Google and see what PPC campaigns are triggered on the search engine results page (SERPS)
5 – Spending control
It doesn’t have to be expensive to run a PPC campaign, you can place caps on your daily spend to ensure you don’t go over budget and you have the flexibility to adjust this at any time.