Most people definitely prefer clicking on an organic search result over a paid ad. But numbers don’t lie and extensive research revealed that in order to benefit from organic searching, you must hold a pretty prominent position in the organic search results. This means either the first, second or third result on the first page. The further you fall down the search results, the less chance you have of getting clicks and eventually conversions. To fix this issue, some businesses turn to a pay-per-click strategy. If you’re not sure which way to go and what will be effective for you and your business, we hope we can bring some clarity to the situation.
Did you know that 71.33% off all searches end with the consumer clicking on a page 1 organic search result? That’s right. And that only leaves around 19% giving up, trying a different search to find whatever they were looking for, or clicking on a Google paid ad. 70-80% of consumers making searches actually ignore paid ads and only pay attention to the organic search results coming up on Google. If you’re a business owner trying to get traffic to your site simply by using pay-per-click ads and not making any headway, consider giving thought to boosting traffic through search engine optimization instead. Yes, it’s going to cost time and money, but in the long run, putting effort into SEO will last significantly longer than pay-per-click ads. SEO is not something that will bring fast results the way paid Google ads would, but if you’re patient, it’s going to be well worth it.
There are Times for Pay-Per-Click
There are certain times when it is appropriate to consider pay-per-click as a viable option. But when is a good time to test this theory out? Will it be worth it in your niche? How do you keep your PPC ads from being shown to the wrong audience? If you’re stuck wondering whether or not pay-per-click is worth it, stop. If you try PPC and pay $15 a click, but make a $100 return, don’t hesitate to keep trying. If it works, then use it. It never hurts to experiment a little bit. However, it is very important to be careful not to throw good money after bad money when you’re trying to rank for certain keywords. The good thing about pay-per-click ads is that if someone is searching to buy something, they’re 50% more likely to click on the paid ad and purchase your product. Just remember. If it’s worth it to you, go for it. Just remember that there is power in both SEO and PPC, and they go hand-in-hand.
Why Not Take Advantage of Both of Them?
I suppose the real question is, why not take advantage of the benefits of both search engine optimization and pay-per-click Google ads? We think you should. Why? Because settling for less isn’t an option. In fact, investing in SEO and then turning around and doing some pay-per-click campaigning can greatly benefit your brand, business and traffic. If you’ve put enough time and effort into your SEO, you’ll see an even greater return on your PPC strategy and investment.
Don’t get discouraged when you’re considering the benefits of both SEO and a PPC ad campaign. It can be a tough area to navigate, not to mention pretty confusing. If you’re trying to rank organically, be prepared for constant fluctuations in your site traffic and ranking in Google. You’ll have to stay on your toes to keep visitors coming to your site and making clicks turn into conversions. This is why it can be a good idea to hire an agency to do your SEO and even your ad campaign, since as we discussed, they go hand-in-hand and can benefit each other in some pretty significant ways. If you know how and when to rank for good keywords, when to let go of certain keywords and have a budget set, pay-per-click can be a great way to drive more potential customers to your site. Just don’t get trapped behind a wall and bury yourself in costs from PPC ads. Ranking organically is more difficult, but also more worth it in the long run because unlike pay-per-click, search engine optimization will stick around for a little while before disappearing, even if you stop paying or spending time working on it. Why? Because its organic. Always be aware of the fact that PPC is a switch. When you turn it off and the ads die, your traffic dies with it. When we consider SEO, remember that a little effort goes a long way and because SEO directly benefits PPC, it’s helpful to give consideration to both and make a decision based on real facts and evidence of what is bringing in the most revenue and potential customers.