There’s a common wisdom among webmasters that pay per click advertising is something you profit from, not something you pay for. If you avoid pay per click advertising because you believe that you shouldn’t have to pay for online advertising, you could be cutting off your nose to spite your face. In reality, the best online marketing campaigns combine organic search engine optimization, link building, social media optimization and pay per click advertising.
PPC Advertising Works
Organic search engine optimization is the Holy Grail of web marketing. There’s a persistent belief that people will always click on the organic search results rather than on a paid or sponsored listing in the search results. In fact, market research has proven that to be false, especially if you’re selling a product or service. People will click on paid search results, particularly those that appear above the organic search results.
Pay Per Click Advertising Works Fast
Organic SEO takes time. You need to test and tweak and test again. It takes time for search engines to catalog new pages. It takes time for your pages to build up link juice. The standard timeline for organic search results suggests that most SEO efforts will take 2 to 3 months to actually “season” your pages and boost them into the top results. By contrast, pay per click advertising will get your ads out in front of searchers and bring them to your website immediately.
Put Time Into Developing Landing Pages
Pay per click advertising requires three parts to be successful: good ads, good keywords and good landing pages. A good pay per click campaign management company will work with you to optimize landing pages that will convert clicks to sales, subscriptions or whatever other result you want.
Work with a Professional
Properly managing a pay per click advertising campaign is time consuming and high maintenance. You need to check results frequently and spend time analyzing, testing and repeating to pull together exactly the marketing mix that works best for your company. Unless you have a full-time in-house web marketing person, you’re much better off hiring a professional pay per click campaign management company to handle your online PPC advertising.
