Although having a more diminished role in an Online Marketing Strategy, still has, in certain circumstances, a role to play. Pay-per-Click, for the uninitiated, is a Google (Facebook and most of the leading search engines have equivalents) system whereby users can pay to be listed highly on search engine page results. It can be expensive, therefore, it has to be highly targeted because every time somebody clicks on the listing in the search results, Google will charge an agreed amount. Although we will never rule out using PPC our company ethos is to aim at the search engine results listing (we always aim for number one – or the highest listing on Page One) as high as possible in the Organic Listings ( the non-paid). Two reasons for this: 1. It’s UNPAID. 2. Visitors trust the Organic Results.
Example – Number 1 in the Organics get 41-43% of visitors to their site. Number 1 in the paid listings gets 3-5%…we aim to get our clients top listings in the Organics. Whichever option we recommend for a company (very rarely PPC) we monitor daily to ensure that we maintain, as much as possible, you’re dominant listing.