Earlier, I blogged about how a search engine optimization strategy without pay per click marketing would miss out on 89% of the total clicks available if both SEO and PPC were in place. A lot of people were a little upset with the Google study that published those numbers so Google dove a little deeper with a new study to make their numbers more palatable for business owners, marketing companies and search engine optimization firms who frankly did not believe what the study showed.
“The 89% number makes more sense now that the new results show that paid search ads appear without an accompanying organic search result on the page 81% of the time, on average. Only 9% of the time does a search ad show with an organic result in the top rank. An organic result appears in ranks 2 to 4 5% of the time, and in lower ranks (below 5), about 4% of the time.”
Ranking #1 on Google is a very good goal but for most businesses, there are hundreds or even thousands of keywords that consumers looking for your product or service will type in to find you. Even the best SEO companies will focus on 10-30 words MAX unless you have a $10k+ a month budget. So how do you plug in the many holes in your SEO strategy to get in front of a larger pool of potential customers? You do it by running a well thought out pay per click campaign alongside your well thought out search engine optimization plan.
I have been stressing to my clients for over a decade to have a well-balanced strategy which includes pay per click, SEO, social media and display/remarketing. Do SEO by itself and you will be busy. Do PPC by itself and you will be busy. Do both together and you can build a profit center that turns an advertising expense into revenue.
What do you think of the study? Were you amazed that even with a number 1 organic listing that you could grab 50% more clicks with a pay per click campaign? Does this make you rethink your current web presence strategy or the company you are working with?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,000,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
To read more of the article that inspired this blog, please visit: http://searchengineland.com/google-research-even-if-you-rank-1-organically-you-can-double-your-clicks-with-paid-search-116713