This is the second post musing on what we are learning in our #FreeBLT Adwords Experiment - see the first post.
Organic SEO vs PPC.
It’s much easier to sell online if your website shows up on the first page of Google. Unfortunately though, not many businesses appear on the first page of Google Search unless they pay for it. That’s not to say you shouldn’t try. Search Engine Optimisation is really important, but it isn’t a quick win! However, Adwords can be a quick win and you can get your website on that all important first page.
According to Marketo, up to 93% of buying cycles begin with an online search and if doing business online is important to your business, it may be worth considering trying PPC advertising.
Adwords don’t have to be expensive
You can spend a lot of money on PPC, but if you are focussed on a specific campaign with a limited number of keywords, the costs can come down dramatically. Other factors that can help you focus your campaigns and reduce your costs are:
- Geotargeting Ads
- Scheduling Ads
- Negative keywords
- Sitelinks within your Adwords Campaign
- Set start and end dates.
Link to Good Content
If you link your Google PPC ads to good quality landing pages, the lower your cost per click is going to be. Google assigns a quality score based on factors such as sitelinks, content that is relevant to the ad and visitor behaviour. So make sure you have good calls to action to increase the chances of turning your visitors into customers.
Make sure that you are set up on Google Analytics to track your campaigns effectiveness. This is best done by setting campaign goals. Then by keeping an eye on your adwords spend, you can quickly start to calculate your ROI.