Does Pay-Per-Click Advertising Work?

There’s a lot of strong opposition out there to the notion of search engine marketing (SEM) or Pay-Per-Click (PPC) advertising.

Many SEO’s claim that Google AdWords and other PPC programs are simply for people who aren’t smart enough to undertake organic SEO. This, however, is far from the truth.

Organic SEO and PPC programs have two very separate and distinct uses. Organic SEO has the benefit of being able to generate unlimited clicks for free, but the catch is that you need to be in the top few results for a given keyword in order to pull it off. It is also limited in that you cannot optimise for every single search query you want as your site would be in danger of being blacklisted for keyword spamming.

Pay-Per-Click, on the other hand, forces you to pay for every click you receive, but it has the benefit of being able to be targeted to a wider variety of keywords. As a result, conversion rates from PPC ads are usually much higher than those from organic search engine results.

So when should you use PPC programs instead of SEO?

Pay-Per-Click programs should be used on keywords that are not performing organically but you would like to target. The key to a succssful PPC campaign is to ensure that your ad text, landing pages and targeted keywords are all congruent to ensure optimum placement in search results. This is because your ad’s ranking is not just dependent on how much you bid, but also on the quality score of your ad, which takes into account the relevance of your ad to your keywords, location, landing page, etc.

And just like SEO, managing your own PPC campaign is possible, but determining exactly how the quality score comes together, which keywords to set what budget, and what ad text works well is something that is generally best left to the experts, unless you have plenty of spare time.

Companies such as Reload Media are web strategy and online marketing experts in managing Google AdWords Pay-Per-Click campaigns and by employing a SEM company to look after your campaign, you are ensuring your ads are given the best possible chance of generating sales.

Craig Somerville is a Director at Reload Media, having worked extensively on the digital and online strategies of leading companies within Australia and around the world. With a background in marketing and economics, Craig's unique experience offers great insight into how the world of search and online marketing is changing in today's rapid marketplace. He is also a Google AdWords Qualified Professional and regularly consults on all aspects of digital marketing including search engine optimisation (SEO), search engine marketing (SEM) and social media.