This is a question I get alot. Pay Per Click is the quick and easy way to send searchers who are looking for your products or services. It can also be very expensive. To make PPC work effectively you need to optimize and monitor your PPC ads and the landing pages that your PPC traffic is sent to. When done right, PPC is a valuable source of revenue and exposure for any small business. I find most businesses doing PPC are not doing it right. Their clickthroughs are dismal and their conversions are bad making PPC very unprofitable for most.
This does not have to be the case but the whole experience makes many business owners ask, “if my business ranks, do I still need pay per click?”
Yes you do.
1. Rankings are not guaranteed. Just because you rank for anything now does not guarantee you will do so in the future.
2. A well optimized PPC campaign will MAKE YOU MONEY on a wide variety of keywords and phrases that consumers use to find businesses like yours on the Internet.
3. PPC is the perfect testing ground for new pages and information that you want to implement onto your site.
Personally, I like to use PPC ads to get real numbers from Google about search volume for keywords myself and others are wanting to rank for. Yes, there are many sources for keyword search data available online but in all reality, people who contact me are looking to be seen in Google. What better way to know how many people are searching for “Middle Tennessee Real Estate” than by adding that phrase to your Adwords account and monitoring the real traffic numbers that Google reports?
You can position your ad near the bottom of the list to save on the cost of the test and you really do not need more than 24 hours worth of data to know if it is worth the cost and effort to try to rank for any phrase.
So, you should use and optimize PPC as a means of branding, revenue and testing for your business as often as your budget allows.
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