Four Things Everyone Should Know Before Paying for PPC

Posted by on Jun 21, 2016 in blog

Pay Per Click

Almost eighty percent of millennials are searching online before making a buy decision. As this trend continues, more businesses are buying online ads to increase site views. Last year, Google generated over $67B in ad revenues. While PPC is good for some, and certainly good for Google, is it the best choice for your business?

If you are engaged in (or are thinking of starting) a PPC ad campaign, CONGRATULATIONS! You understand the value of appearing on page one. But, you should know these FOUR aspects of PPC first, because there might be a better way for you to get on page one.

Most readers skip past the ads
While PPC links, or Ads, appear at the top of page one, they receive only 10% to 16% of page one traffic. Most of the traffic (~80%) goes to the top ranked organic sites. It stands to reason that most searchers click on the top organic results because, if for nothing else, a searcher is curious to see what pops up as a result of their search. What is your search behavior? Chances are, you too blow right past the ads in search of “the real results.” So, the best place for your business to appear is on the first page organic results. Because that is where the majority of your customers are looking.

PPC ads expire and may not be up 24/7
To manage the PPC spend, daily budgets are allotted for each ad. This means that once the budget is met for the day, the ad expires (or goes away). What happens when your ad drops off? Your competitor’s ad moves up in visibility.

This is not the case for natural placement. With proper optimization, your site can achieve page one visibility for multiple search terms. Once established, organic placement remains on page one, 24/7/365.

Google does not cover the entire market
While Google is the market leader in search (~64% market share), they do not cover it in its entirety. In fact, with the advent of Windows 10, Bing (Microsoft’s browser) is gaining share.

Thus, if purchasing an ad campaign on Google only, it will ignore a third of your total market. This is like designing a one sided parade float with your business’ billboard exposed to only one side of the street.
A well optimized site is found naturally across all popular search engines including Bing and Yahoo! This means that your site receives exposure to the entire market. Natural placement also means that you enjoy full market exposure at no extra cost.

Organic visitors view more and bounce less
We recently conducted a case study on one of our client’s sites. He maintained his PPC campaign and after we optimized his site, we compared the traffic. Specifically, we compared the quality of the visit between organic visitors and PPC visitors.
To determine the quality of the visit, we tracked three metrics:
• number of pages viewed per session
• average session duration
• bounce rate

Our data was compelling in favor of the organic traffic (see the table below).

PPC vs Organic Traffic

The organic visitors bounce less, stay longer, and read more of your content.

In Conclusion

Many businesses use PPC to drive traffic to their sites, but it has limitations. The good news: all these limitations can be overcome with natural page one placement. Fortunately, you don’t have to be an SEO expert. A reputable firm can deliver page one results for a fraction of the cost of a typical PPC campaign.
What should you expect to pay? Visit for pricing information.



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