The fight to be found on page on page one of Google by local small-business owners, leaves many wondering if a pay-per-click strategy is right for them. There are plenty of reasons why one would question if it is right for their business: “it’s too expensive”, “I can’t compete with the big guys”, or the mindset that “nobody clicks those”, but here are three reasons why every business should be doing Pay-Per-Click.
Immediate Presence (Almost)
In a world where we have unlimited access to almost everything, immediate satisfaction is something that PPC can provide that SEO will not. While SEO can take months or years to rank for a specific keyword, an Adwords campaign started on a Monday, could be yielding results by the end of the week (though nothing is guaranteed). Establishing a daily budget to start with will allow you to test certain keywords, while not going over that budget as again, you only pay when someone actually clicks.
Conversion
While ranking organically is important to generate traffic, what many fail to remember is the most important aspect of that click, CONVERSION. While the organic section of the SERP tends to get more clicks than the paid section, clicks to paid ads trump organic clicks when it comes to conversion rates, as paid search results are 1.5x more likely to convert. This is likely caused by those clicks being by consumers that are further down the buying cycle and closer to, what Google refers to as the “Zero Moment of Truth”. At the end of the day, conversions are what lead to increased revenues, not just clicks.
ROI
Advertising, in any form, should be viewed as an investment in the business vs. a cost, and like any investment should be done with some strategy in mind. While budget does play a role in who ad position and frequency, reality, pay-per-click advertising is very cost-effective form of advertising as you have the control to control the cost whether it be daily, weekly, or monthly. With proper tracking in place, a return on investment can be calculated as you identify sales generated from those clicks.
Like any investment, without doing it, you will never know the return that it can generate. Utilizing PPC as part of an over marketing strategy is something that every business should be utilizing as it not only yields returns, but for every click miss, is a clicked gained by your competition. Contact 561 Media and speak to one of our experts about how we can help you get an immediate presence, increase conversions, and, importantly, see a positive return on your investment!
