We love PPC at Exposure Ninja because it’s one of the easiest and most effective ways of giving attention to your product or service.
In 2014 we’ll most likely see the rise of social media integration, as well as continued incremental targeting effectiveness through Google’s understanding of the meaning behind a search (as in their Hummingbird update). In this 2013 survey, it is reported that 72% of businesses would prefer spending more on Pay-per-click advertising than Search Engine Optimization in the coming year. The survey also reported that in 2013, the favourite tool for businesses were Google AdWords, followed by Facebook and Bing Ads.
Following are some factors that might contribute to businesses spending more money on Pay-Per-Click advertisements:
- Google’s removal of inbound search keywords from Analytics means that now webmasters are forced to use Google Adwords to get information about what the visitors to their site are searching for.
- Delayed feedback with SEO: SEO Is known to have an impact after quite some time. A business’ website need to go through a natural process to build up Pagerank and it can take months depending on keywords and competition in the same category of websites. PPC on the other hand, shows results instantly. The downside of course is that results also stop instantly once a campaign is paused.
- Search engines tend to change their algorithms as frequent as once or twice a year. With each change Google scythes through more old-school SEO techniques, destroying rankings of sites guilty of spamming. These changes sometime change a page’s ranking that took months of efforts and many man hours to build and, for some businesses, it’s easier to just hand the chequebook to Google.
- Slowly improving economic conditions mean that companies could now think about spending more money on marketing campaigns and AdWords in addition to their SEO expert.
- With smartphones penetration, the culture for search-on-the-go is increasing every day. People are more likely to search for your business from their mobile device which means local PPC based on cleverly chosen keywords is really effective at targeting the exact audience you wish to reach.
- Since more people are predicted to search on-the-go, mobile focussed PPC with ‘Click to Call’ means that searchers don’t even have to leave the search page to get in touch. Businesses are slowly waking up to features like these, and understanding the implications.
A search result is just a path that ends with client purchasing or subscribing to your product/service. Focus on making that possible. Making a search strategy requires a lot of planning and sticking to just one option limits the ability for you to succeed in this era of the World Wide Web. It is always advisable to use a mix of PPC with SEO and social media marketing while using word of mouth to make your client realize that you’re the best choice for them.