B2B Pay-Per-Click (PPC)

B2B PPC

Too often, businesses get addicted to PPC (e.g. Google AdWords) and forget that there are other ways to draw traffic and leads to their website.

Pay-per-click advertising (buying sponsored links on search engine results pages) is a great way to get immediate search marketing results, and is a good option if you are not ranking well in the search engines with organic search alone.

However, the optimal long-term strategy is a balanced approach to paid efforts like Google AdWords and organic, inbound efforts like SEO (search engine optimization), blogging, and social media marketing.


Pros

  • Fast Results - B2B PPC campaigns can be launched immediately to help drive traffic to your site. Unlike organic SEO, you don't have to wait for search engines to find your site.

  • Extended Reach - PPC can generate additional traffic to your site.  It is especially effective for very competitive search phrases where it can be difficult to get a top-10 organic listing.

  • ROI - PPC can be exhaustively tracked. Analytics such as cost-per-conversion are helpful in comparing your campaign against other marketing tactics. And this data is quickly available.

  • Testing & Experimentation - PPC campaigns provide a low-risk testing ground for keywords. Based on conversions, you can determine if you should re-optimize your site along marginal but high-conversion keywords.

  • Events - PPC ads can be used to promote one-time or occasional events.

Cons

  • Click Throughs - On search engine results pages, PPC ads (sponsored links) only get about 25% of clicks versus 75% for organic results. Higher education/income people click sponsored links even less.

  • Cost - Some PPC keywords are very competitive (i.e. costly).

  • Temporary - Unlike SEO efforts which can continue to generate traffic for years, PPC traffic only lasts as long as the money paying for it.