Paul Downs who runs a cabinet shop outside of Philadelphia ran into a problem, a good one at that. He had too much business...so he paused his main advertising source.
As business owners, we all know that advertising can get very expensive.
But without advertising, odds are that you won't get enough foot traffic to your business or visitors to your website to keep your doors open.
Many new businesses will spend thousands of dollars a month to place ads in newspapers or magazines, but they see little return on investment.
Your online marketing arsenal should include these three power-house strategies: SEO, PPC, and Social Media. Done consistently and correctly, you'll see a very impressive ROI that can be tracked.
Done haphazardly and badly, your marketing budget will be blown...and you'll have no way of knowing what went wrong.
Social media "Likes" and "Retweets" support your SEO (blogging, articles).
And a well-oiled PPC campaign drives highly-targeted visitors to your website...but NOT by sending traffic to the Home page.
Plus, it gives Google all the love it needs to award you high page rank...thanks to heavy traffic and low-bounce rates...if you're redirecting clicked ads to the RIGHT page on your website.
Now back to Paul...
Remember, Paul was having an exceptional run at sales so he thought:
"Why not pause my AdWords campaign and see if the SEO will pick up the slack and save myself some operating costs?"
What he found was pretty interesting. His business went DOWN...more than quite a bit. While he saved $2,000 in AdWords, he potentially lost $42,000 in revenue that the SEO didn't help pick up.
1. IMMEDIATE RESULTS
Unlike SEO and the Organic traffic it creates, the impact PPC has on your site’s traffic is immediate. Although it does take time to seed, if implemented by an expert, it gives that quick shot of caffeine that trigger new marketing campaigns.
2. MILLIONS OF POTENTIAL CUSTOMERS
According to Search Engine Watch over 400 million searches are conducted on Google everyday. Each one of these searches represents a potential new customer for your business which can be reached by PPC advertising.
3. BIGGER BANG FOR THE BUCK
Unlike other online advertising, with PPC you only pay when someone clicks on your advert and visits your site. You are not paying for tire kickers – you are paying for potential customer who are in the mood to buy. Caveat: the web pages they are sent to must be compelling and relevant to what they are searching for.
4. BUDGET FRIENDLY
PPC campaigns allow you to determine exactly how much you want to spend each day on your online advertising. The campaign management system inherent to Google Adwords guarantees that you'll never go over budget...and you can pause and restart you campaigns at any time.
5. TARGET YOUR IDEAL CUSTOMER
Your ad is visible only to people typing one of your keywords into the search box which means you effectively attract only the most relevant and qualified prospects.
6. LIKE FINE WINE, IMPROVES WITH TIME
Stats highlighted in detailed performance reports give sufficient information to allow for the perpetual fine-tuning of your campaign...which results in improved ROI.
7. PERFECT FOR SMALL BUSINESSES
PPC levels the playing field by allowing businesses of all shapes and sizes to reach huge audiences by purchasing advertising spots right along with market leaders without breaking the bank.
Did Paul see the error of his ways?
Oh yeah...after five weeks of running his experiment, he decided he wasn't willing to endure one more day of silent phones. He called the experiment a complete and utter flop, unpaused his campaign, and looked forward to hearing the phones ring once again.
Hears to your phones ringing off the hook!
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