A Pay per Click campaign is a sure way to get instant Google traffic to your site. The idea is simple, you choose the keywords you'd like your site to appear on when searching Google by bidding on them auction-style. Your site will then appear under the "Sponsored Results" on Google, and whenever a user clicks it, you will be charged your bid amount (generally ranging from $0.20 to $2 - depending on the phrase being bid on).
The idea is simple, but the implementation is crucial. Google takes relevancy of the ad into consideration, and ads that are better targeted to their keywords will get more people clicking them. Google notices this and decides to place that ad above another less relevant ad, even if the less relevant ad is paying more per click.
All too often, a PPC campaign is set up poorly which results in high costs to the business. Customized ad copy, custom landing pages, and keyword organization all come into increasing the relevance of your campaigns, thereby increase traffic and reducing cost. We have taken over PPC campaigns and halved costs while tripling traffic by utilizing the above techniques.
Advantages of PPC Campaigns
Instant, guaranteed traffic - Turn it on in a second, and control the flow of traffic to your web site.
Instant testing - Curious to see which ad copy converts better? Which keywords? No problem. By paying for a couple hundred clicks you can have a definitive answer.
Instant response - Running a time-specific event or campaign? No problem, you can change all your ads to reflect it.
Complete control - Never fear the unexpected! Complete control means you can turn on certain keywords while pausing others, make ads only show to users in specific geographies, play with ranking position and ad copy whenever you want, and pause everything at a moment's notice.
PPC campaigns vs. Organic Campaigns
Less Potential Traffic - Ranking #1 organically gets you approximately 7x the traffic over ranking #1 on the Sponsored Results.
Lower long-term ROI - After ranking is attained, minimal maintenance is required to keep those rankings. Depending on your niche that means you could eventually be saving hundreds of thousands of dollars.
The Optimal Solution
The truth is, a combination of the two always works best. What we recommend for most clients is to use PPC campaigns as a test to see which keywords and ad copy convert well for your site. Once identified, these terms are targeted as the focus for organic SEO efforts. Once organic ranking is attained, the PPC campaign associated with that keyword is paused, and suddenly you are getting 7x the traffic, for zero cents per click.
