Paid ads account for 64.6% of high commercial intent keyword searches. (Wordstream)
Did you know…
…that Kasim (our founder and fearless leader) literally wrote the book on Pay-Per-Click Marketing for Search Engine Journal? Because he did. You can check it out here:
Paid search 101 – The Ultimate Beginners Guide to PPC Landing Pages
He also wrote the content for this page. Which means he talks about himself in the third person. Which is a little weird and also a little pathetic. Mostly it’s pathetic.
Google Adwords vs. Everyone Else
Solutions 8, as a general rule, drinks the Google Kool-Aid. As a Google Adwords certified agency (*applause*), our approach to Pay-Per-Click marketing is no exception. Here’s why: Google has a higher integrity approach to paid advertising than any other content network.
Historically, paid advertising has been a “pay to play” environment, the more you paid the more you got to play. This meant that the advertiser who was willing to pay the most, ranked the highest and received the most visibility. Google abandoned this approach to the (seeming) detriment of its own bottom line in order to provide more relevant paid search results to its user base.
In the Google Adwords ecosystem, Google measures the quality and relevance of your paid advertising campaign in very similar ways to their organic ranking algorithm. Ad campaigns with high quality scores and relevance will rank higher and pay less per click than campaigns with low quality scores and low relevance. What Google is doing is training its users to trust the ads it presents increasing the value of the Google paid ad network.
Is Google the only paid ad network worth pursuing? Of course not. Are they the best? Obviously.
SEO vs PPC
Why are we still fighting over this? It’s like fighting over which of the walls in your office is the most important to the structural integrity of the building. There actually might be a philosophically “correct” answer (it’s the SEO wall), but at the end of the day they all help hold up the ceiling.
When used properly, SEO and PPC actually share an extremely synergistic relationship. There is a logical conundrum presented by the way Google ranks content that creates a very valuable place for paid advertising. Google is in the business of ranking content for relevance which puts a massive emphasis on thought leadership. This means that organic results are largely informational: answering questions, educating users and providing tips, tricks & insights on the topics at hand. The issue with this approach is that informational content by nature is not highly commercial. So, when a user performs a “high commercial intent” key phrase search, the organic results they see will not speak directly to the intent of their search while the paid search results will.
While organic results do experience the vast majority of all traffic (by some counts as much as 85% of clicks resulting from a search are on organic results), paid advertising tends to capture more “bottom of the sales funnel” users and is a fantastic supplement to an aggressive SEO campaign.
Where PPC Does Win?
- Do you need leads yesterday? Need an immediate ROI? While SEO can take a while (try 6 to 9 months), PPC can begin returning results the day you turn it on. This is invaluable for businesses that need to produce an immediate revenue stream.
- How do you know your SEO is going to work? PPC is a phenomenal supplement to organic SEO because it can help provide proof of concept behind a keyphrase strategy. You can run targeted PPC campaigns against specific key phrases in order to ensure the phrases you’re attempting to optimize are actually monetizable. This is (needless to say) preferable to doing months of work only to find the key phrases you’ve optimized for produce phantom leads.
- What if you can’t compete? For organizations that are brand new to the space or in an industry that is dominated by competitors that are too big to conquer organically, PPC allows for a slightly more even playing field. Instead of trying to capture the market, you’re bidding on individual users which is more feasible.
Are you interested in running a targeted PPC campaign? Give us a shout! Let’s chat about your strategy and what Solutions 8 can do to help you generate traffic and close leads!