To PPC or Not to PPC
Many marketers think SEO is better than PPC. Is it really? No. They’re just different. Each piece of your search marketing strategy should have a different goal. It should hit people in different parts of the sales funnel, as I’ve mentioned before. What I didn’t go into detail on was where in the funnel they would hit.
So today, I’m going to clear this up. Let’s get started.
Search engine marketing usually refers to PPC. At least it does these days. Originally, it referred to both SEO and PPC together. So PPC + SEO = SEM.
So anytime you see a piece of content mentioning SEM, it could mean PPC or both PPC and SEO. Confusing, isn’t it?
Where does PPC fit into your campaign? Statistics show that only somewhere between five and ten percent of searchers click on PPC ads. Yet these ads in the SERPs have a higher conversion rate.
For many marketers, this probably doesn’t make much sense. And once I explain it, you’ll have a better understanding of why PPC is so important.
New businesses don’t need to focus on PPC. This strategy is all about sales and less about brand awareness. If you want brand awareness, which as a new company you definitely should, stick with social media to get eyes on your content.
PPC is for the big boys. The brands that have an audience and a trusted product. Once you have that, people will immediately click on your link. They know it and they trust it. No one hesitates to click on a PPC ad from Nike. If they’re clicking on a Nike link, they’re looking to buy shoes right then and there.
The same goes for any major brand. So if you have a trusted, household name product, then PPC needs to be a major part of your strategy if you’re looking to increase sales.
To build a brand and show potential customers that you’re an authority in your industry, use social media first and on-page SEO.
It takes months to see results of a proper campaign.
Social media is pretty much instantaneous, which is why it’s so effective. You can get your content in front of millions of eyeballs in a matter of minutes.
As your company grows and people know your logo and what it means, you can use all three strategies in tandem. This is why new businesses struggle with inbound marketing. They simply don’t know where to start and where to put their marketing dollars.
The Bottom Line
PPC should be last but it should also be a large part of the budget. A social media specialist, especially an independent contractor, will be some of the best money you ever spend.
It will help to increase brand awareness, show you are bringing value to customers, and help build an early online reputation.
Your SEO game is somewhere in the middle. I’m going to spend some time writing about that in my next post. Thanks for reading and I hope you look forward to my next post.