You’ve got a landing page that ranks in the top 3 position for several keyword phrases. Should you use pay per click advertising to drive targeted traffic to that landing page. Won’t you be throwing away good advertising dollars by doing so? No, not really. Here’s why:
Studies show that people are more likely to click on the organic listing is there is an associated PPC ad on the same page. In people’s minds, that translates to more credibility. The fact that you are willing to pay for the click means that you are serious about attracting business and that you have something valuable to offer.
On any given day, 80% of the search market will click on the organic listing. 20% will click on the PPC ad. If you don’t have a PPC ad then you lose your opportunity to reach that 20%. They will click on a competitor’s ad. But advertisers who target their market through both organic search and PPC tend to achieve higher click-throughs on both so your average CTR on the organic listing may actually go up to 82% or 83% and your CTR may go above 20%. At any rate, whatever they were before you launch your ad, it is likely that afterward you will see higher CTRs in both your organic listings and your PPC listings even if higher means industry average.
I’d say it’s a qualified Yes! Advertising with pay per click for landing pages and keywords that are already doing well in organic searches will only make you more effective in reaching your target market.
