Getting a website to rank prominently in organic search results in Google and other search engines takes time, resources and knowledge. It’s not something that you can simply turn on like Google AdWords and other pay-per-click (PPC) services. When we start to work with a new customer whose website has very little existing search engine optimization (SEO) equity, it can take anywhere from 2-4 months before we see the needle move. You truly have to prove to Google over time that your website is deserving of those page number one listings.
So, if you just launched a new website, or if you just started to apply SEO best practices to your site, Google AdWords and PPC campaigns offer a valid and effective alternative option to driving high-quality search traffic to your website. In fact, if done right, PPC and SEO are the perfect marriage. By perfecting both of these search engine marketing (SEM) strategies, you dramatically increase the likelihood of getting the right people to your website.
About 8 out of 10 people will usually click on the organic, non-paid, search results and nearly 75% of those clicks will go to the first 3-4 search results. There are numerous statistics out there that suggest that by combining organic SEO with a sound PPC strategy, the overall likelihood that a potential customer will visit a business’s website almost doubles.
According to Statista.com, Google’s ad revenue in 2016 amounted to almost 79.4 billion US dollars. While Google offers a broad range of services and products nowadays, advertising accounts for the majority percent of the search giant’s total revenues.
On a constant mission to increase PPC revenues, Google frequently makes changes to it’s UI in order to get more people to click on the paid ads. As you can see from the example below, after performing a search Google will display a variety of ads on top of the organic search engine results.
If you can use PPC to place ads prominently and then also use SEO strategies to rank at the top of the organic search engine results, you’ll dominate the page and have a much greater chance of driving traffic to your website. In the example above, see how much real estate Pampers diapers take on this page? You’d have to scroll down below the fold to find anything but Pampers.
In addition to driving more traffic to your website, why else is it important to use PPC and SEO? You can control your message and your landing pages. For example, you might want to run a holiday campaign for the month of December that offers people 20% off their purchases. You can customize that ad and create a special landing page that will be there until the end of December and then you can switch it to something else. Also, customers expect to find you in ads.
I invited Josh Martin, Senior SEM Manager with SocialSEO (a strategic partner of Boulder SEO Marketing) to give a webinar on PPC and Google AdWords because this is such an important area for businesses today to understand. Josh covered many topics in this informative webinar called A Crash Course to Google AdWords and Pay-per-Click. In this blog post, we’ll hit just a few of the highlights of the webinar and I invite you to watch the entire webinar for more information and details:
Using Remarketing Techniques to Customize Your Approach to Potential Customers
Remarketing is a way of keeping in front of the people who visit your website but don’t make a purchase or take any action. You can place targeted ads for these people as they browse on the internet. Google AdWords provides a ton of information about potential customers’ behavior that you can use to then place targeted ads. People spend 21% of their time searching and the other 79% is spent outside of searching, such as on websites, mobile, etc. So with targeted content, you have the opportunity to reach people during that 79% of the time.
You can also create unique experiences based on people’s behavior online. For example, one person may be motivated to go to a website to check out a product. Another person may care more about who the company and instead will click on more videos by the company, eventually ending up on the website. These are two different paths that people may take to your website and two different ways people interact with your content, so you want to develop different strategies based on user behavior.
Creating specific ads and pathways for users to interact with your content through videos is another way to reach customers. YouTube is now the 2nd largest search engine in the world so it should definitely be considered as a way to reach customers. Watch the recording of the webinar to learn more about YouTube advertising techniques.
This is just the beginning of what PPC and Google AdWords can do to drive more customers to your website. While SEO is focused on driving organic search traffic to a website, PPC is about getting paid search traffic to a site. Both ways require focus and resources to drive the process. Many businesses new to Google AdWords and PPC will often waste a large amount of their budget. PPC can be expensive, so it’s important to make sure you have the right strategy to make sure that you’re seeing a solid return on your investment.
Need help with digital marketing? Our affordable SEO packages may be a great fit for you. We can build custom packages and solutions based on your unique needs. I invite you to send me an email to start the conversation.