According to Google research, pay per click ads can increase visits to your website, even if you have the number one organic listing on the search results page. Google says that half of the clicks on a business’ search ad are “incremental". What does that mean to you? These clicks would not be replicated in the organic search results if the paid search ad did not appear. Even if your site ranks at the top of the search engine results page, you can drive a significant lift in site visits by incorporating search engine advertising into your online marketing strategy.
Google also reported that over 80% of the time, pay per click ads appear with no organic listing, and over 60% of ad clicks occur when there is no associated organic listing for the business on the page. Because there is no guarantee that your site will appear on page one of the organic search results, it’s imperative to employ a total web presence strategy that includes both pay-per-click search engine advertising and search engine optimization (SEO) to drive traffic to your site.
This infographic from Google shows the lift in clicks from the search engine results page when paid search ads appear in addition to organic listings.
This study illustrates how search engine advertising results in more clicks over search engine optimization alone, and why using both strategies will help you drive more traffic to your website. How is your business balancing search engine advertising and SEO to optimize your Web presence?
About Brian Bordier: Brian is an experienced Internet Marketing Consultant with ReachLocal in Southern California. His mission is to help you increase your advertising return on investment and decrease unproductive advertising expenses through proven, online marketing strategies. Give him a call at (562) 477-6808 to schedule a Free Consultation.