Website marketing is usually about search engine optimization, site owners rarely consider using Pay Per Click advertising, SEO being more practical. Organic searches will drive more visitors and produce greater conversions, and unlike PPC those first page rankings cost nothing.
Because of that many web owners see search engine optimization as the goal. Through SEO ultimately they will reach that critical first page. And then those free organic rankings will escalate their business by bringing the leads or direct sales they’ve been expecting.
Internet Marketing doesn’t necessarily work that way. You’ll discover that there’s a turning point at which paid search becomes by far the more practical strategy.
Search results data shows that first page ranking may not be as powerful as many people assume.
Click Through Rate (CTR)
the percentage of people visiting a web page who access a hypertext link to a particular advertisement.
According to research, with clicks received from first page organic results, the top sites are the majority receiving the traffic. The site ranked #1 gets the most of it, four out of every 10 clicks (42%). For the other sites on page one, the click through rate (CTR) goes downhill rapidly. The site that’s #2 gets only 12% and #3 gets 8%; so nearly two thirds of the clicks go to the top three.
Of course these figures are generalized, they don’t apply precisely to every situation. But common sense suggests they’re pretty representative. This helps us compare the value of natural search with paid search.
The click through rate on PPC varies according to your type of market, product, service, and so on. It’s also about how good your marketing is. Of course you can achieve very high CTR’s, as a guide you should be disappointed if you don’t get a CTR of around 2-3%.
And this is the turning point.
If you want to get to the top and stay there, you have to pay. And you usually need professionals to help you. Standard rates for a minimal service start at $250 a month. And the companies who are serious about SEO are paying thousands of dollars more per month, every month, every year.
So if you’re paying for SEO services and your site doesn’t reach the top three on the first page, it could be more practical for you to use pay per click instead. Because this is when paid search comes out the winner.
When it comes to this, paid search provides significant advantages over organic search. With pay per click, bid management can ensure your ad will appear on page one and you can even get higher up the page. For instance, if you get the marketing right, your ads can even appear on the same side as and above the organic rankings.
More importantly paid search gives you control over the content the searcher sees on the results page. This is often not the case with organic search. Also, you can direct searches to a landing page within your site that is relevant to the search. Organic search results most often take the visitor to your homepage, this page is not the best when it comes to creating conversions.
If you don’t get high rankings in organic search, in the top half of the page at least and stay there, then you may very well have reached a point when paid search is the best Internet Marketing strategy for you.
Does anyone use paid ads, and have had good experiences with it? Leave a comment.
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