A business should do whatever possible, including PPC advertising, that can return a solid ROI, as long as it doesn’t negatively affect any other part of its business that’s performing strongly. But let’s say you are moving up on page one of Google searches, it seems a waste to continue pay-per-click advertising when comparing cost and click rates.
Studies show 90% of all the clicks on a Google search go to the free, organic listings, predominately on the first page of the search results. Even within the first page the numbers tell a story - 71% of visitors will click down to the 5th ranked on the page, and are likelier to re-enter a query before going further.
The thing to remember is that these organic clicks cost the website owner nada, zip, zero, zilch. (The clicks don't cost, but to be fair, the first page presence does cost on a monthly basis to maintain position). The top search engine result get close to 6 times the clicks as compared to all of the Google Adwords ads combined on page one. What’s left for paid ads then? A paltry 16% of all clicks finding their way to Google Paid Ads, or even worse, a searcher trying a different query, and maybe even throwing in the towel.
So, while you, as a website owner using PPC, are paying every time a tire kicker clicks into your site from an Adwords ad, our clients are receiving many more clicks for free! One of the driving forces behind a searcher’s preference for an organic click is the trust factor. Advertising seldom conveys trust, whereas an organic result is earned.
Organic results refer to the way a website naturally settles into a slot after a keyword query. This is “organic” or “natural”. Google is no different than any company wanting to provide a service, in their case, they want to give a user the most relevant and informative info, which in turn builds the trust factor. It’s easy to see why organic results are so much more valuable.
Back to AdWords; so, you’re thinking: “If Adwords ads are not delivering, why do folks continue to pay for them?” Right?
Adwords can still be quite profitable, there is no doubt about that when the ads are pin point directed, and targeting the right customer for your fit, and provided that you are in need of internet exposure you are not already experiencing. If Adwords wasn’t profitable, Google would not experience repeat customers.
However, if it’s profitable to pay for 6% of the clicks that your ad shares with up to five other advertisers on the same (top of page), imagine how much more profitable it can be to get 36% of the clicks all to yourself for free when ranking upper first page! We do not consider second page Google to be relevant in this discussion.
If you‘re like most searchers, you much prefer to click on an organic results over clicking on the paid ads. So, simply paying for Google Ads to solve your internet presence problem is not enough. The only thing that will solve it is prominent page one presence. It’s been this way for years and no reason to believe it will change anytime soon.
In general, if you believe you are getting the most ‘bang for your dollar’ with your Google Adwords campaign, you couldn’t be more wrong. Primarily because you are paying for expensive ads that, while providing some short term solutions and gratification, provide zero investment or value for lasting search visibility in the longer term.
Showing up on page one of the organic search result indicates that your website and your business are a driving force in that niche. And what consumer does not wish to engage with a credible business leader within their product, service or field?
Now it’s time to take your site the next level by ensuring you have started to do what it’s going to take to harness the full power of Search Engine Strategies. Relying on AdWords is not the best way to move forward if you are looking for longer term steady growth both in the internet marketing world and as a company. There are a glut of ways to draw traffic to your webpages besides Search Engine Strategies, but research indicates that that all other strategies do not stand up at all to the online organic search.
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Andy Emilio is co-owner of RoughRider Digital Media and has a long background in motion picture marketing, distribution and production.