While digital marketing is a relatively new form of marketing, it is a complicated endeavor. These days, it’s not enough to have a spiffy website and a couple social media accounts. An effective digital marketing campaign takes a multi-pronged approach to expanding your reach and building brand recognition. One method that companies utilize to generate leads and strengthen their client/consumer base is pay-per-click (PPC) marketing. While PPC has some benefits, some digital marketing professionals and businesses rely too heavily on it.
Here’s a rundown of how PPC can fall short.
Favoring PPC to Content Marketing
Sure, bidding for keywords in PPC might generate traffic to your website, but is this traffic increasing your bottom line? Or worse, what if PPC brings potential buyers to your site, but your content is ineffective? These scenarios are common among businesses who haven’t invested in good, effective content marketing. If your content and web design is subpar, potential customers will leave your site and likely find a competitor who is providing a better user experience.
Before allocating your budget to PPC campaigns, it’s important to evaluate your website’s design and content. Your content should be professional and engaging. It should accurately reflect what your business offers its clients or consumers. Your website’s design should also be mobile-friendly and easy to navigate. If your content and your website fall short of user expectations, your PPC won’t lead to increased revenue.
PPC Can Cost More than Organic SEO and Social Media Marketing
PPC can be expensive. In fact, PPC can be more expensive than an effective organic SEO strategy in the long run. It’s not unheard of for businesses to max out their marketing budgets with PPC with little invested in their organic SEO and content, only to find that PPC isn’t meeting their needs.
Adding additional insult to injury is the fact that your visibility in top advertising results disappears when you stop paying for PPC. Juxtapose this scenario with the fact that your organic SEO efforts like content marketing and keyword integration on your website is yours forever. As long as your website is up and running along with your social media accounts, you have marketing content.
Another factor in the cost of PPC is the type of business you’re in. A PPC campaign is driven by bidding. If the keywords you’re targeting are highly competitive such as those seen in the legal and medical industries, your marketing budget could be much bigger than you anticipated.
Top Advertising Results Don’t Always Convert to More Revenue
When PPC yields top advertising results, it can be exciting. Seeing your web pages at the very top of a Google or Yahoo! search result offers instant gratification for your marketing efforts but it doesn’t always equate to bringing the audience you’re targeting to your website or lead to increased revenue. A great and common example of this is when PPC brings potential customers to your website outside of your service area. If your business serves your region and not out-of-state or international clientele, increased traffic from PPC that’s not locally-generated will not yield a favorable return on your investment.
Consumers Distrust Ad-Generated Search Results
While PPC can help, it doesn’t always bring quality traffic. In fact, a sizable number of web users disregard advertising-driven search results. Most internet users—especially younger consumers—will scroll down from advertising results and look at the top organic SEO results. This is because a large number of people don’t trust advertising and prefer to research products and companies by looking at their websites, social media platforms, and their reviews—all of which are related to organic SEO and original content. According to Inc. Magazine, 84% of web users trust reviews and organic content as much as their friends.
Internet marketing is complicated and it’s work intensive, too. If you’re overwhelmed, it’s time to call in the professionals. Our digital marketing agency helps businesses of all sizes and industries develop effective marketing campaigns throughout the United States. From website design and content marketing to social media management, we strive to demystify the marketing industry with customized solutions to suit your unique needs. Contact us today to consult with an expert member of our team.