PPC advertising (Google Adwords) costs money, whereas organic SEO/social media visibility can effectively be ‘free’.
But there’s a challenge in that ‘free’ because achieving the organic visibility (primarily, in Google), or enough visitors via social media is going to take time and resources.
Unless you have budgets to call in the experts (and even then it sometimes doesn’t get the desired results), then it’s going to take you time to boost your quality website visitors numbers through home grown organic SEO/social media.
But PPC is a money pit (you say)
Yes, PPC costs money and it has its faults but it’s also quite clever in that it punishes you for not being good enough at it.
It also punishes you if you ARE good enough at it but you haven’t focused on the strength of your website pages that people click through to.
You learn quickly when Google is taking money from you but you’re not benefiting enough!
The benefits of carefully crafted PPC
If you create your PPC carefully, avoiding the bear traps that Google leaves for you, then you get to the point where you have PPC advertising that, in most cases, should give you quality traffic to your website. But you do have to pay for that traffic.
Head to head timings: Fee vs Free
Let’s say that on the same day you decide to put resources into both fee-based (PPC) and free-based (in-house organic SEO/social media visibility).
A simple PPC campaign will take you less than 30 minutes to have up and running, bringing people to your website.
30 minutes will barely scratch the surface of what you can do with organic SEO/social media visibility. In fact, multiply those 30 minutes up numerous times before you’ll get anything that generates good quality traffic to your website.
You make blue widgets and you create a PPC campaign that is very small but is set up perfectly. You feel very confident that the types of people who click on your adverts are (mostly) those who are potential buyers. Your keyword phrases could be as simple as:
- Blue widgets suppliers
- Blue widgets manufacturers
- Buy blue widgets
You won’t have used ‘blue widgets’ on its own because there’s a chance people are generally interested in blue widgets, rather than being potential buyers. With the keyword phrases you have, plus matching strong adverts, you are ready to go.
Google is asking you for £2 per click for good advert positioning so you take a brave pill and decide that you’ll see what happens after £100 of expenditure (which will bring in at least 50 visitors).
If your website is strong enough then some of those (say, 50) clicks for £100 expenditure should have generated leads/sales for you. Let’s say an average order value is £100, which means that you only need a few of those to have covered your PPC costs and more.
But what if your website isn’t strong enough? You’ve got the PPC set up perfectly but those clicks haven’t resulted in leads/sales. Where’s the fault here? That’s right:
- It’s not Google themselves
- It’s not the strength of your PPC advertising
- It’s your website being too weak.
Doing the maths
Strong PPC + Strong Website = £££££’s
Strong PPC + Weak Website = poor return on investment
Weak PPC + Weak Website = don’t even go there (although many do!)
The case for organic SEO/social media
We’re not saying that PPC is better than organic SEO/social media. We’re only saying that you can get to a certain goal a lot faster by using PPC – and in the process, will learn a lot about your website strength.
We’ve lost count of the number of times that we’ve heard people saying that their websites are good enough, but they change their mind when strong PPC demonstrates that website strengthening is needed.
Our suggestion, if you want the fastest results, but building towards ‘free’ traffic in the future, is for you to do the following:
- Ensure your website pages are better than any of your competitors (yes, that will take time but it’s vitally important).
- Create a strong, but small, PPC campaign, allocating enough budget to give you up to 50 clicks.
- Measure the results from it.
- If necessary, go back and make your website stronger.
- Measure the results from it.
- When your return on click costs look favourable, then spend more time on driving organic/social media traffic to a website that’s going to convert better and so give you a better return on investment from all that extra effort you’ll be putting in.
Tracking PPC within A1WebStats
If you’re an A1WebStats subscriber then you’ll probably know that you can track the precise website page movements of every single PPC visitor you get, which gives you valuable insights into the strengths or weaknesses of your website.
If you’re using PPC (or are considering it), and would like us to run through your A1WebStats data with you to see if there are any weaknesses, then please do let us know and we’ll be happy to help.