Paid search can be a great investment, if it is done correctly. I’ve talked to some people who do not believe that it works, but paid search can be well worth it, if given the proper amount of time, patience, and hard work. Here I will be debunking some common thoughts about paid search from those who are skeptical about utilizing it.
“Paid search is expensive.”
PPC can be expensive if you are not bidding on the right keywords or the keywords that everyone else is bidding on.
Also, you have to take into consideration what the product is that you are selling with PPC. How much do you make on each item you sell?
Say you sell a product and get $1000 after everything is expensed and you pay $5 for each click with a conversion rate of 5 percent. This means for every 100 clicks, you get five people to buy that item that may not have bought it before. So, you pay $500, and get five people to buy your product. This means that you earned $4500 from only $500 in spend—your return on investment (ROI) is MASSIVE, at 800 percent!
“Nobody clicks on the ads.”
Think again. According to Wordstream’s analysis of high commercial intent keyword searches, 64.6 percent of clicks were accounted for by PPC! “High commercial intent” keywords are keywords where people are searching in order to buy products or services.
Moreover, on average, the top three spots take 41.1 percent of clicks on the page! This space is becoming more and more filled with paid search ads.
Finally, 45.5 percent of people could not identify paid ads on the SERP, meaning they don’t discriminate against clicking paid search listings and organic search listings.
“My clicks are erroneous or irrelevant.”
I hear this a lot from people who have tried AdWords themselves or who have not utilized negative keywords. Negative keywords are essential! If you do not have them, there is a high chance of irrelevant clicks and wasted spend in your account.
“I want to ‘set it and forget it.'”
This is unwise. Paid search is constantly changing. There may be an update that affects your account and if you are not on top of it, it can be costly. In fact, there are entire blogs dedicated to PPC and keeping up with it. They are updated constantly.
“Well, even if Google is ok to advertise on, Bing Ads is a waste of time.”
Yes, I know, Bing does not have a reputation for being the search engine that Google is—and some of the things they have done were not the best, such as Bing Ads Express, BUT do not discount them yet. For some accounts, Bing Ads can actually increase both your ROI (by charging less per click) and conversions. This means more money in your pocket.
“Paid search is complicated.”
You do not have time to look over your paid search accounts weekly (at a minimum) or keep up with the ever changing world that is the internet. That’s why you hire an expert like me! I am paid to understand PPC accounts and deal with all the complications that come with them.
Other Paid Search Benefits
Using paid search, a whole page does not have to be dedicated to the keyword in order to have it drive traffic to the page. However, if you do target certain keywords within a landing page, it can help the Quality Score of the keywords you target, lowering the price you pay per click, which will translate to a decreased cost per lead.
Using paid search will help you understand which keywords to dedicate pages to and can be extremely helpful when coming up with search engine optimization strategies. Paid search is a great way to discover keywords that you may not have known converted on your website—especially after Google switched organic (non-paid) keywords to “not-provided.”
For example, if you were an HVAC company and were receiving a lot of paid search clicks and conversions for a keyword such as “air conditioning” and did not have a page dedicated to it, this would be a GREAT opportunity for SEO.
Not only would it improve Quality Score for that keyword, but it would also improve the organic rankings for that keyword. In this way, you can focus your SEO efforts on words that convert well rather than just guessing.
Try it out and see how it goes!
At the very least, you will get important data on potential seasonal trends as well as what keywords convert better than others. This can help you to plan what words to target for SEO and know they will convert well.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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