Why Depending Solely On PPC Is A Very Big Marketing Fail

Google Analytics offers great opportunities for you to track your business’s online conversions. Two heavy hitters are Pay Per Click (PPC)—paid advertisements like AdWords—and Organic, optimized through search engine optimization (SEO). However, one of these tactics appears to be falling by the wayside while one seems to thrive. At first glance, one might think that PPC is the best option, but only to the untrained eye.
PPC-fail

At its core, Google is an advertising network. It sells your data, it re-routes Internet visitors and gains a profit as a result. A large portion of this is accomplished through their PPC capabilities. Putting all of your eggs in to the proverbial PPC basket is like jumping into a shark tank. All of your other competitors are bidding and vying for the same small set of keywords, which most likely have the largest search volumes within your target audience’s range. But is firing visitors to your site what you really want?

Below are three examples of highly sought-after keywords. Their search volumes are high, their bids are high per ad, and the competition is very high. A large portion of online competitors are trying to get their hands on a small set of keywords to appear at the very top portion of the search engine results pages (SERPs).

PPC-search-terms

Now, I’m not saying that PPC is a bad route to take when trying to drive traffic to your website, but depending entirely on PPC and investing all of your time and resources into paid advertising has risks.

In order to have a successful online campaign that drives your visitors to conversion, you need to establish multiple paths of micro conversions that lead to a macro conversion at the end of the process. Clicking on the PPC ad is considered a micro conversion. You have successfully convinced the Internet user to visit your site. Perfect! Now, what? The visitor comes to your site and wanders aimlessly through pages. She may not know where to go for pricing or product information and could eventually bounce.

It’s far too easy for online marketers and businesses to focus only on driving visitors to the site, but that’s not a very efficient way to do online marketing if your site isn’t optimized for the visitor. PPC ads accomplish one goal, and can only work with your website if you are already established when it comes to site layout, architecture and content. If it’s not, your site’s strategy may not succeed in the way that you want it to.

So, let’s say you’re searching for warehouse logistics and operations expertise. You type “warehouse logistics” into your Google search bar to find out as much information as you can about what’s out there, and this is what appears at the top of your screen.
PPC-warehouse-logistics-screencap

Here are some great options at the top of this SERP. They must be relevant to warehouse logistics and they must have the information you want, right? Clicking on the top link brings you to this website, seen below. This is a very small website, and a very limited page that contains a brief introduction to the company, and the proverbial CTA in the form of “Request Information.”

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