Paid search platforms like Google AdWords, Bing Ads and Yahoo! Search Ads can begin delivering qualified leads in as little as 48 hours. If you have a new domain, or have changed your marketing focus recently, you may not have any search engine rankings or organic traffic. Paid search offers a wonderful stopgap solution.
The instant gratification of buying ads can be a trap, however, and it’s something you need to be aware of. When you’re maxing out your marketing budget in paid ads, there may be little or nothing left for creating and publishing brilliant content or marketing it through social media. Relying on ads for most of your traffic, for the life of your website, isn’t a cost effective strategy. It’s important to invest part of your marketing budget into epic content (epic = far better than anything your competitors are publishing) as well.
A strategy in which paid search decreases as content marketing results increase can be the ideal solution for website owners that can’t wait for organic results to kick in.
Think of paid search as “renting.” You aren’t building any equity. If you have a slow month, and find yourself cutting back on PPC (pay per click) advertising, your traffic will evaporate when you need it most.
Conversely, you own the content you create and publish. Your site’s content, and the marketing of that content in social channels, gradually builds up your online equity every week. When you invest time and money into organic search on your site, in Google, Bing, Yahoo!, YouTube, Facebook, Twitter, LinkedIn, Google+, and others, you’re building credibility and authority online. You have the ability to establish yourself as the go-to expert in your field.
If you’re new to PPC (pay per click) advertising, be sure to get some expert assistance. An effective strategy, carefully implemented, with well-written ads, landing pages and expert copywriting, can dramatically increase your return on investment.
High converting landing pages are essential. If your paid visitors aren’t contacting you and joining your email list, you’re losing money. A high bounce rate will also decrease your quality score with Google, and that means you’ll pay a lot more for your ads.