Pay Per Click (PPC) Marketing Is Still Mission Critical For Most Small Businesses
We’ve heard rumors around the proverbial water cooler lately that some small and mid-sized businesses are finding it harder and harder to make Google Ads and Microsoft Ads work as a profitable marketing tool. In the not so distant past, this was a golden child of the advertising industry. Clicks were cheap. Competition was low. Volume was sky high. For many, it seems those days are long gone. Campaigns have grown old and tired, return is decreasing, and competition from both local and national players is rising. As a result, many feel that profitable PPC campaigns are few and far between, or at least on a very steep decline.
Frustrated, many are turning to (and investing their marketing spend in) social media and search engine optimization (SEO), hoping that these two strategies will pick up where their once-profitable pay per click advertising has left off. Social engagement becomes the bright shiny object to chase as businesses look for consumers to act as “brand advocates” who will share their message with everyone they come in contact with. Others are turning solely to organic traffic from advanced SEO, hoping the investment today will pay off in improved rankings – and more customers – for the months ahead, without considering the impact on short-term returns.
Here’s our advice… don’t give up on the idea of PPC advertising just yet. This is still a critical component for reaching your target audience. When utilized correctly and scaled appropriately it will work in lock-step with your SEO and Social Media strategies. The sum of these three tactics when used together is definitely greater than their individual values. For many consumers, their initial introduction to your website and by default your brand will be through paid online advertising. Don’t kill all of your PPC ad campaigns. Instead, spend time analyzing conversion metrics. Take a second look at your negative keyword lists to remove the unprofitable terms. Make sure you have laser-focused ad copy and landing pages that match up with the intent of the keywords you’re bidding on. Don’t just scale your ad spend back or shut the campaign off entirely, you’ll be throwing the baby out with the bathwater if you do.
Like all fruitful marketing ventures, running a profitable PPC campaign requires a time commitment, and small business owners may have too much on their plate to effectively manage their internet marketing. Others may not have the necessary background to optimize their campaigns. If you fall into either of these categories, weigh the cost/benefit ratio of outsourcing your Pay Per Click marketing. The reason that costs are increasing for your keywords isn’t because the medium is poor or unreliable. It’s because there’s more competition as savvy marketers are cashing in on the return from using this ad vehicle appropriately.
No, the days of profitable PPC advertising haven’t come to an end. If you feel like they have, it’s time to adjust your approach. If you need help getting started (or getting a return from your spend), please contact us today. Your small business miracle is just a call or click away!