Why Bother With PPC?
A recent statistic showed that when people search the internet, most still have a greater faith in an organic search result, than that of a pay per click result. Which begs the question, why bother with PPC at all? But as any PPC Agency worldwide would argue, that’s an opportunity in itself.
This situation is similar to reading a newspaper, or magazine, in that readers have a greater trust in the editorial, than the advertisements placed strategically alongside.
This has frustrated many a marketing team, but has also installed a sense of discipline within advertisers. Unlike editorial, the returns on a bought-ad can be more easily accessed, so only those that are highly creative, or just plain ‘work’, tend to rise above the also-rans which don’t work.
It’s the same with purchased click ads, which run alongside the organic search results, but there are key differences for example Technical Shipping Jobs.
Print editorial does have a history of journalistic values (yes, they do have some) which means a story is written by an independent individual (who should not be ‘bought,’ or unduly influenced by their subject matter).
Whereas only the naive would view organic search results as having risen purely into their exulted positions on merit. Organic optimisation strategies are a whole industry unto themselves, but Google, and others, are indeed trying to make them earn their place because of a site’s user experience, relevancy and original content.
And for marketeers, there are two main disadvantages with SEO: it takes time to build an organic listing and it can be changed within seconds (a new search algorithm can reap havoc for example).
So, for marketeers who want to run quick or seasonal campaigns which cannot be planned way ahead, the ability to build traffic via a PPC campaign is essential.
But, given the superiority of organic search results, the team behind the PPC ad has a mountain to climb.
Now, the main advantage with PPC is in terms of real estate (if the campaign can afford the top three listings), is that it dominates the top of the page – the place where the eye naturally wanders to. However, unless this advantage is fully embraced, the PPC ad can prove to be an expensive waste of time.
So, in short, it all comes down to ensuring that the PPC ad is properly copy-written and immediately drags the attention of the user.
And therein lays the challenge, and the opportunity. A great PPC ad can be worth its weight in gold, but it is not a given. It has to be worked and created in such a way that it exploits its inherent advantage: position. Combine that with the message and you will indeed find yourself on route to the Promised Land.
Attribute to: Biljana Dimovska, Cayenne Red.
Biljana Dimovska is a member of the digital marketing team at Pay Per Click agency Cayenne Red. She is a regular contributor to the media on how companies market themselves in the digital age.