If you aren’t familiar with paid-for ad campaigns, you may be a little behind on the marketing and sales curve. Methods like PPC (pay per click) and Google AdWords and AdSense are steadily becoming more and more crucial for businesses that want to make money from their audience without directly selling product to people.
There’s definitely a sales funnel at work here, however. You may not be shaking hands with someone in person, but Google and PPC channels are still using advertisements that you create and give them. They act as the middle man, and they get money every time an ad you put up is utilized through their service.
What’s the ultimate goal here? There’s essentially a give and take relationship going on here – these ad platforms take a cut of the potential sales they’re giving you by displaying your products and services around the Internet.
There’s also a thus-far unexplored factor in this relationship as well. Where do these ads take people when they click on them? Your website.
First thing’s first – it’s important to understand just how vital PPC and paid-for advertising is to a sales funnel online. Imagine searching a random item in order to purchase it online; in this instance, consider you’re trying to buy a certain book for a college class. You type in your search and get results that include lots and lots of ads.
The entire right side of the Google results page is comprised of ads. The first four or five search results are actually ads from Amazon, Barnes & Noble and other off-brand sellers. This is all paid-for, sponsored advertising that’s taking up a lot of your attention space.
This speaks directly to why these ads are so important in a sales funnel sense, but also in a traffic sense as well. Traffic stats are extremely important for your website, including when you factor in something like SEO. SEO and how Google rank your website is affected by how frequently people visit your site, as well as how long they say.
With PPC specifically, businesses that use PPC advertisement methods can see a 17% increase in their website traffic, and sales can increase by over 100%.
One thing you do need to think about, however, is that 80% of browsers would rather click on a natural search listing than an ad. This can affect the relationship between something like Google AdWords and your website in a negative way, but there is a saving grace here. Using normal SEO methods in conjunction with an AdWords campaign can really boost both your PPC stats and your natural traffic stats.
One way you can pull this off is by using PPC initiatives with a tool like WordStream. This platform can tell you that you what keywords are searched that bring you in the highest traffic, thus creating a positive relationship between your paid-for ad program and your website. When you use these keywords in your natural SEO, you succeed.
Want to know what else your business could be doing to increase its revenue, leads and traffic stats? You have questions and ReOnline has the answers you need to succeed. Get in touch to see what more we can do for your business.