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Why Should I Run Paid Ads When I Rank Well Organically Already?
This is a common question we receive from business owners interested in getting the most out of their marketing campaigns. And I think that bit is key when answering the question—“getting the most.” All business owners want growth—and for growth you need more. Luckily for you, we’ve helped hundreds of business owners analyze and optimize their online marketing campaigns (just go to our case studies downloads to learn more about the success we’ve seen there).
Below we outline the benefits of running paid ads when your company already ranks well organically, but enter your URL below to get a FREE analysis of your current PPC campaigns from one of our specialists:
Paid Ads Show Up Above Organic Listings
This is the biggest benefit of running paid ads even if your organic results are doing well. Ads show at the top of the page, meaning you can get in front of them before they even scroll down to the organic listings (and make sure that you’re in that top spot…not a competitor).
On mobile, paid ads take up the entire screen and the user has to scroll down to even see organic listings (even with the massive smartphones on the market right now). Own the first spot—which, right now is given to paid players.
Paid Ads Can By More Convincing
Organic listings’ title tags and meta descriptions are written to describe what the page is about so that the user will click on that listing. Paid ads are written to entice users to click. They have more ability to include current specials or competitive differentiators—and have control over exactly how they look and convince the search user.
Maximize Your Online Real Estate
Where do your potential customers spend their time online? That’s where you need to market your business. At the highest level, online marketing success is a real estate game. Your goal should be to cost-effectively build, develop, and maintain as much real estate as you need to establish yourself as the authority in your industry.
Related to maximizing your online real estate is the idea of maximizing your search engine real estate. By maximizing your search engine real estate, you increase the chance that someone will click on your listing and not on your competitors. When you perform a search for a home service like “air conditioner repair in [city]” on Google, you’re likely to see three different types of listings:
- Paid listings
- Organic listings
- Local listings
You should aim to be present in all three locations if you’re serious about growing your business and getting more leads.
You Won’t Cannibalize Your Organic Clicks
Google studies have shown that even when you’re ranking in the top organic position, there are ad clicks that are not replaced by organic when ads are turned off. That means some people will always click on the paid ads (which show up first), and some people will always go to the organic section. So in the same vein of maximizing your online real estate, make sure you’re visible to both types of searchers.
Regardless of how well you’re ranking organically (whether you’re #1 or #10 on the first page), you can benefit from running paid ads as well:
Investing in Both PPC & SEO
As long as the budget allows, we recommend our clients to invest in both PPC and SEO, even if you’re in a great starting place organically. At Blue Corona, you have a dedicated account manager that looks into your marketing efforts each month to determine cost per lead and ROI—not only that, but your account manager will meet with you monthly to discuss these results and make a plan of action for your future campaigns and investments.
Bottom line: we will help you make the best marketing investments for you, for your business, and for your bottom line. When you’re ready to get started, give us a call to find out how you can benefit from both SEO and PPC services.
About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson
The information on this website is for informational purposes only; it is deemed accurate but not guaranteed. It does not constitute professional advice. All information is subject to change at any time without notice. Contact us for complete details.