There are more benefits to paid search (also known as pay-per-click or PPC) advertising than many people realize. Here are some of the important things it can do for you.
1. Immediate Traffic
There’s no faster way to get traffic to your website than paid search. What’s more, you can turn it on or off at will, a helpful feature when you’re managing fluctuating inventory levels.
2. Scalable Budgets
With paid search, it’s easy to adjust your budget up or down as results and cash flow warrant.
3. Identifies Strongest Benefits
When running a paid search campaign, always split-test copy. Not only will it improve your results, but you’ll learn which benefits generate the strongest response, which in turn will help your other marketing.
4. Determines Best Landing Page
Improve conversions by testing one landing page vs. another. Results can point towards website changes that will help convert visitors who reach your site through other means.
5. Fine Tunes Keywords
Use paid search to determine which search terms generate the most and best-qualified traffic, and you’ll learn which keywords to concentrate on for organic SEO.