When Should You Use Pay-Per-Click (PPC) Advertising?
A Pay-Per-Click (PPC) advertising campaign can increase your website traffic immediately and help you determine the keywords you want to optimize. However, there are long-term risks of becoming too reliant on PPC traffic that you should always be aware of when investing in this kind of advertising.
One risk of PPC advertising is that CPC (cost-per-click) can rise quickly and unexpectedly because the price of a keyword is determined by your competition. For example, if a new competitor sees value in the same keyword, he can bid up the price to where it no longer has value to you. Because of this, it’s best to balance your investment in PPC and search engine optimization (SEO).
However, the biggest risk we’ve noticed is that many businesses rely too heavily on PPC advertising to generate website traffic. While it might not seem to be a problem when your ads are running, if you decide to cut your ad spend one month or stop running ads completely, your website traffic will tank. Balancing advertising with Search Engine Optimization (SEO) will help you retain your Google rankings and keep driving people to your website whether your ads are on or off.
Get your website off the ground one click at a time with paid advertising.
When your website is first getting off the ground, PPC will drive traffic that wouldn’t otherwise exist or help you discover which keywords will benefit you when you want to start a new inbound campaign. However, during this time, you should also be working hard to establish organic rankings via SEO and content production. This investment will serve you well in the long run and give you a better rate of return.
Help more clicks convert into leads with SEO & content generation.
When someone conducts a search on Google, two types of content appear on the results page: Sponsored Links and organic links. Sponsored Links are a basic form of advertising where companies pay for better placement in Google search results (PPC). Organic links, on the other hand, are natural results based on the quality of content and what Google believes to be most valuable to users searching a specific keyword or phrase.
When your website shows up in Google’s organic results, you’re essentially getting free website traffic from anyone who clicks the link. Not only that, you’re actually getting 75% more website traffic than companies who pay for it through Sponsored Links. This is why it’s important not to forget about SEO while using PPC!
Understanding how Google works is not only helpful when building your PPC advertising campaign, it’s the first step to implementing a SEO strategy rooted in keyword-rich (yet interesting!) website content.
Are you ready to wean yourself off of PPC advertising, but don’t know how?
There’s a time and a place for PPC advertising, but there’s nothing sweeter than organic (free!) website traffic. Whether you’re looking to cut out digital advertising completely or shave a few numbers off your budget, we’re here to help. Fill out the form on this page to get started.