Digital Marketing and Pay Per Click

The online market getting power high and it’s becomes very bold now. A digital marketing strategy that works one month, can be disastrous the next. This makes it very difficult for small businesses and start-ups to develop persistent strategies that meet customer expectations over a long period of time.

Where to start?

Nowadays it is possible to be affirmed that the positioning in search engines is what attracts more visits to a long-term website. Recent studies conclude that natural search results (SEO) have 75% search volume while Pay Per Click (PPC) receives the remaining 25% and nevertheless, stays with more than 80% of the budget of the campaigns of online advertising.

SEO or PPC? Which strategy is better?

SEO is the process to increase the ranking of a search engine on our site, with the use of specific keywords and high quality content. The components of this process are:

Optimization of the page: Involves altering metadata and keyword density to allow search engines to easily track it.

Use of external links

SEO requires a lot of patience, although it can bring great benefits. In the long term, it can guarantee more traffic by ensuring a higher return for every euro spent, but in most cases this organic traffic can be very slow and outstripped by competitors. Nor can it be segmented by geographical location or by the interests of the people we will reach.

On the other hand, the PPC is the strategy that most companies use to have presence in the best places within the search results pages, and only pay for their advertising when users click on the link to their landing page. That is, the paid search dominates the content over the organic results.

These are advertisements that attract the attention of users and are related to the query they have made, with the main objective of drawing attention to the relevant traffic.

The PPC strategy is very successful and has an attractive balance between risk and benefits, since the cost per click tends to be low.

In terms of results, this type of campaign is obtained from the first moment, so it has advantages over SEO because it positions us for the keywords we want by offering immediate results.

In general it gives very good results, since we can choose the landing page and attract “self-segmented” traffic, which is looking for something related to what we want.

When making our digital marketing plan, knowing what these two strategies offer us is key and, for this reason, in Digital Menta today we want to pay special attention to the combination of search engine optimization (SEO) and advertising.

Why should these two strategies be combined?

Google has concluded that even when advertisers appear as the first organic result of a certain keyword, 50% of clicks on ads are not replaced by clicks on organic results when ads are not present.

So, with the use of both, the possibilities of clicks and conversions of a certain product will be doubled if it is shown as an advertisement and also as the number one of the organic search results.

In the example below you can see that Booking has combined its SEO and PPC campaigns. Not only is the best result paid for the keyword “booking hotels madrid”, but it is also the best organic search result.

What Google’s study has determined in this case is that, without that superior ad result, Booking would be losing 50% of the clicks to its site.

With all this we mean that the combination of the ads and the high ranking in the keywords would provide two access routes for users, which will gradually begin to convert.

Total traffic would also increase significantly by targeting paid and organic clicks for high-performance keywords, as well as your brand’s reputation by having strong visibility, both organically and as payment.

Finally, with both strategies they would be present in the users’ objective in all stages of their process, from research to comparison, and from comparison to purchase.

How to attract our customers to our website?

It is necessary that this step be as easy as possible for our clients to convert, and for this we must consider three components:

  • Content: it must be easy to understand.
  • Links: should be obvious for easier navigation around the site.
  • Design: must be appropriate for the company and, most importantly, adapted to what customers are looking for. A big complaint may be the dead pages, so it is imperative to make sure that everything is fully operational.

Getting customers is only the first step, since we also have to be sure that our website is up to the promises we have made in our ads. Once the first clicks are achieved, we also need to make sure that visitors spend time visiting our site.

For this, we have to use Google Analytics, where we have access to metrics that indicate the behavior of users on our site, and where we check our bounce rate (visitors who leave the page before interacting with it). If we have a percentage that we consider high, it may be due to reasons that affect the usability of the page, such as load times or its design.

Final decision

As we said at the beginning, it is true that the world of digital marketing is very changeable, but now that you know the advantages of combining SEO and PPC you can significantly increase the chances of success of your business, since you will reach a quality audience of a most profitable and fastest way.

In an ideal world, this integrated strategy is the optimal approach. Both have advantages and disadvantages and work best when they support each other. If you have the ability to do SEO and PPC jointly, you will be able to get the best results.

Follow our advice on this article and you will get high quality visits with a good short-term Microsoft Top.

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