The Paradox of Paid Placement

Pay Per Click can be risky and, with risk, comes opportunity.

 There are major differences when it comes to comparing paid placement (PPC) to organic search (SEO) marketing. One is natural because you know it yourself; more people click on the SEO results  on a search engine than click on PPC ads. Four out of five search engine users claimed they -never- click on the sponsored results back in 2006. The second dichotomy is between what is spent on the two. Over 80% of the roughly $23 billion spent on internet marketing went into PPC ads.  So why are advertisers spending more money on PPC advertising when more visitors are clicking on the SEO results?

And there lies the paradox. But it quickly unravels with final difference between the two: the conversion rate. PPC ads are 50% more likely to generate a transaction.

The last item is why PPC marketing is an important part of a website’s overall marketing strategy. More conversions. It makes sense. People who click on the PPC ads are looking to buy. They know that the websites in the sponsored section are serious about their business because they are paying to advertise their link. A 1% conversion rate on organic search terms is above average. PPC conversion rates can be as high as 20% if you do it right.

The other obvious advantage of PPC is your ability to turn ads on or off...so long as you can afford it. A wonderful benefit to this instant traffic is that you can use it to improve the usability of your site. The immediacy of the traffic provides data for improvement that helps ensure you will better capture, inform/entertain, and convert organic traffic when it finally comes. And the better you do that, the higher you’ll climb in the organic results.

Oh, and you’ll be converting sales and establishing an ROI along the way. Request a proposal from us today and see what we can do to super-charge your PPC marketing.

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