Pay per click advertising has gained a loyal following in recent years and many champion its benefits. PPC advertising, also known as cost per click, is a type of online marketing that utilizes search engines to share your business’s website. The advertiser pays the search engine a certain amount each time the PPC ad is clicked on.
While PPC advertising can be a great tool that helps attract new clients and generate buzz, businesses using PPC advertising need to perform routine SEO maintenance and publish consistent blog posts. Here’s why:
Problems with PPC Advertising
PPC advertising is susceptible to a variety of fraudulent abuse. While many search engines work tirelessly to prevent this, scammers and spammers often slip through the cracks. Click fraud and a poor return on investment are quickly encountered if routine SEO maintenance and blog posts aren’t maintained.
In the early days of online marketing, search engines charged next to nothing for PPC ads. For mere cents, companies could get their ads published as the top search result and generate a ton of traffic to their site for almost no money. Pricing for PPC ads are generated through a bidding system. Thus, prices increased because businesses saw the success of PPC ads and demand rose. Because of its success, search engines were able to continuously raise prices. SEO is helpful because it generates clicks organically, instead of through PPC ads.
Click fraud can be defined as any unintentional click, or click generated by malicious software. Ad fraud sites account for nearly 20% of the entire internet’s ad sites. In addition, 20% of global PPC budgets are wasted yearly from fraudulent clicks.
Routine SEO Maintenance
Working with a knowledgeable and experienced marketing agency will ensure your advertising budget, including PPC ads, is providing a positive return on investment. Many businesses waste time and money trying to perform routine SEO maintenance with little experience instead of hiring a group that specializes in online marketing services.
Reviewing your site’s current links, traffic to the site, and running a performance report that shows total clicks, position, and average CTR (click thru rate) helps confirm that your site is attracting attention and revenue. Routine SEO maintenance like this helps businesses see whether PPC advertising is helping or hindering their overall performance.
Posting to Your Business’s Blog
Online marketing is all about having quality, consistent content to grab visitors’ attention. While PPC adds are great at getting potential clients to your website, an eye-catching, informative blog keeps them there. Depending on your business, a blog with reliable content proves that your product or service is worth its salt. Through this story-telling medium, customers can get a personal glimpse and feel for your expertise.
In addition, many websites are found by way of their blogs. Potential clients run a query through a search engine and are directed to a company’s blog post through keywords. Search engines prefer when sites have high quality, long form content that is consistently updated.
If your business only has a landing or products page, the customer may be less inclined to stick around. Writing captivating content keeps the consumer on your business page and, even if they do not choose to use your service or buy your product in that moment, your blog content’s authenticity and expertise should leave a lasting impression.
Routine SEO maintenance and consistent, regular blog posts take time and expertise. At SunnySide Social Media, our online marketing services create and execute strategies that help businesses grow and generate revenue through various forms of advertising, including PPC. We perform routine SEO maintenance and create captivating content to ensure your brand is effectively and authentically communicated across social media platforms. Interested in learning more? Contact us today.