You might not think you know what PPC is, but you do! If you have ever made a purchase via Google Shopping, then you have come across PPC. If you’ve searched your favourite high street store and clicked on one of the listings which have the little green ‘Ad’ symbol and made a purchase from the site in this manner, you’ve come across PPC. The sneaky display advertisements that follow you around your internet journey after exiting a site – also PPC!
Pay Per Click is a method of online marketing which is slightly more aggressive than your organic listings – though the two channels are perceived as largely similar, there are differences that set each apart which when combined set you up to dominate a search page.
To get straight to the point: no. There are similarities between the two channels, which give off this impression – but you can really play on the strengths of each in order to optimise your performance. When it comes down to it, Google itself won’t favour a website that utilise Pay Per Click or boost organic rankings as a result, however, if done correctly it’s very possible to coerce the two channels into working hand in hand to bring in the most traffic, quality click throughs and conversions as possible – which can only be a good thing.
As the name (Pay Per Click) suggests, PPC traffic is paid while SEO traffic is free. With SEO, there are no shortcuts and it’s imperative that you comply with best practices and keep in line with the ongoing policy updates to keep The Big G happy. When climbing a mountain, you physically can’t get to the top without putting any effort in. Same scenario here – this needs to be an ongoing process to ensure that your site is offering through the best data possible.
With your Pay Per Click, there’s more flexibility and opportunity to hot foot your way to the top as you can pave your way by outbidding competitors on your keywords and optimising your ad content to be in line with best practices. With your Pay Per Click, what you put in is what you will get out – at the end of the day you know the old saying ‘pay peanuts, get monkeys’. If you have the time and the money Pay Per Click can only fast track your business to the forefront of the market.
Of course, we’d always try and keep your ad spend as low as possible for you whilst magnetising as much traffic as possible – you only pay for the clicks your ad receives and not per view. You can plan in advance your daily budget cap so that there are no mini heart attacks had and all is kept in hand while the Keyword planning tool estimates the CPC (cost per click) per each, meaning with the proper planning and our assistance you can really turn that penny into pounds – it’s not all take take take!
The benefits to utilising PPC is it’s speed and flexibility. SEO is a huge contributor to the success of the website, as this is like laying the foundations for your solid online presence. If your onsite SEO is not up to par, your user experience will leave much to be desired meaning you won’t receive that new and returning traffic you so want for your business.
PPC offers you more opportunity where conversions are considered as you are able to cherry pick which landing pages that your top ranking ads lead through to, and ideally these would be those which are best optimised for conversions.
This channel also offers further scope in terms of retention and re-welcoming consumers to site. If you’ve ever viewed a website and then been followed round with their eye catching little graphics or the product you had recently viewed as you check your Facebook for the latest mundane updates (that you just CAN’T miss out on!) then you’ve been subject to remarketing. This is where a cookie is dropped on a page for a certain window of time, meaning that the website knows you were interested and would be likely to come back with a little encouragement… A bit stealthy and sneaky, yes. But effective.
We’d love to have a chat with you about your long term goals and how your PPC will support your SEO efforts. If you’re interested in expanding upon your Darlington Pay Per Click (or even nationally!), give us a call on 01324 361729 or send us a quick message at firstname.lastname@example.org and we’ll crack out a cuppa and have a good old natter! Our offices are based in Darlington and York so you can take your pick!
of global internet users have bought online (more than 1billion!)
of high commercial intent searchers click on ads over organic listings
of mobile searchers call directly from the ad
is the increase in brand awareness businesses using display ads see