More Clicks on Paid Ads after Penguin/Panda?

Google recently released second quarter financial earnings for 2012 and the results have some webmasters thinking… What does a 42% increase in revenue (over the second quarter of 2011) really mean?

Since the dreaded Penguin and Panda updates, most SEOs agree that results haven’t been as relevant and that bad organic search results are leading users to click on paid ads.

In fact, Wordstream just came out with a clever infographic detailing paid vs organic listings. Did you know that 45.5% of people can’t identify paid ads if they aren’t shown in the right column? Many paid ads now take the top shelf space on top of organic listings and it’s no surprise that people can’t tell the difference… which can easily explain the rise in PPC ad clicks.

To make things harder on SEOs, information on Google Analytics keeps changing (due to privacy settings in browsers), which makes it harder for to get visitor info on keyword data. And as you can guess, the only way to get this “true” data is through AdWords.

So, what’s the moral of this story? Don’t put all your eggs in one basket. Even if you’ve invested in an organic SEO campaign, you can’t expect it to be the only thing to boost business. It helps to supplement it with other strategies including: social media, video marketing, traditional offline marketing, word of mouth advertising and paid ads. Think of these assets as your business portfolio and diversify!

Have any questions about search engine optimization or paid ads? Don’t hesitate to consult with our PPC company about starting a paid search campaign today. Free consultations – 323-340-4010.

What to Look for in a PPC Company

Los Angeles PPC companyBefore you hire a PPC company or consultant, you should be comfortable and have a general sense of what you want from paid search. Choosing any type of online marketing for your company means that you are making an investment, so do you research ahead of time. Here are a few factors that you’ll want to look into before choosing someone to handle your pay per click campaigns:

ExperienceHow long have you been handling paid search campaigns? What type of customers or industries are you familiar with? Are you an Adwords qualified company? These are all important questions to think about. Every industry is different and for many small businesses, the sectors can be competitive. When it comes down to keeping on budget for a price per click on a daily basis, experience counts.

Costs and Budget – Someone who is inexperienced in handling different types of paid search budgets can easily make a mistake. These oversights can add up really quickly and get expensive real fast. That’s why it’s helpful to have a company who is dedicated to monitoring your PPC account throughout the day and ensure that you won’t go over budget. You might have a set amount that you’re willing to go over budget if you’re getting good, relevant clicks/calls. These are all crucial things to discuss with your PPC manager.

Keyword Research – Choosing the right keywords is SO important in PPC campaigns. You can’t just throw around broad and general terms that you might incorporate into your organic campaign. If your keywords aren’t relevant and your ads get a lot of impressions but few clicks, this can decrease your overall quality score. Make sure to ask your PPC manager about optimization and testing for different pay per click landing pages to see which ones works best.

Communication – Don’t be afraid to ask your PPC company about their track record and what can they do to improve your campaigns. Find out if they attend any events or webinars to keep up with the changing industry. Most of all, make sure that they are ready and willing to answer any questions and comments that you have regarding your account. Search budgets can change with a moment’s notice and it’s important to have a company who is on your side.

If you have any questions about pay per click or would like to see if it can help your small business, don’t hesitate to contact us today!

Read more about PPC campaigns with these helpful articles:
25 Tips For Giving Your PPC Campaigns a Boost
Find your audience with the Google Display Network
Google +1 Is Changing the Face of PPC. Are You Ready?