Our Site is On Top of Google: Why Should We Pay For PPC?
Many companies say they are already on top of Google rankings. This is true – but only for their company names.
If someone were to type in their company name, they will be the first on the search results. But if searchers were looking for their products or services, they won’t be on top or maybe even the first page. When you look at your analytics, find out what type of keywords they use to find your website.
If most of the search terms are using your company name, it means that the current traffic on your website are visitors who already KNOW you. You’re not getting new customers who are looking for your type of category and products but unaware of your existence.
By using PPC, you are able to make additional sales – provided the cost of acquiring a new customer is within your PPC limit. PPC allows you to place ad with your company name / product name in front of the searcher. Your ads must be written to catch the buyer’s eyes and by being placed on top of the search engines – it will usually be clicked on.
Since the ads are displayed based on what the searchers type, you can be sure that these people are highly qualified customers who want to buy.
There are 3 types of searches:
- Searches for the official site: These searchers already know the organization name, be it a government agency, official website of a company, a city or person.
- Informational searches: These searchers are looking for particular information Eg: how to cook chicken curry, how to get to Esplanade, how to install a computer software etc.
- Transactional searches: These searchers are looking to to a transaction. It can be buying a product or service, downloading music/software and so on. This might be the broadest category as they are not really looking for information, but looking for something.
So how can you use PPC for these type of searches?
- For searches for the official site: You can use PPC to redirect visitors who have misspelt the company name to ensure they still able to find your site. If they are several key people in the company or organization they might look, you can also add in their names to the PPC ads. Again refer to the analytics results to see what type of information is used to find your website.
- For informational searches: People who are in the research phase of the buying cycle are looking for information. They are usually looking at product reviews, information comparison websites and so on. By using PPC to place ads at these informational websites you are able to reach your target audience and engage them easily.
- For transactional searches: PPC can be used to reach products and services to people who are already in the “purchasing” mode. Usually ranking priority is given to the manufacturer of the product, so if you are a reseller, you need to use PPC to make sure your ad appears at the top. Some ways to entice them to click on your ad is to offer items like that include Free Shipping, No Sales Tax, etc.