Are searchers bypassing your pay per click ads in the search results? That may be an important question and according to a new study by Jupiter Research you may want to find out.
In organic search results you may be competing with competitors that have several years’ head start, thousands of pages of optimized content, thousands of incoming links, and thousands of digital assets that they’ve distributed all over the Internet. But paid search (like Yahoo! Sponsored Search), using compelling ads and strong calls to action, can be used as a great equalizer to overcome any advantages they have in the algorithmic results.
Savvy PPC advertisers have known this for a long time. If your competition is five years ahead of you then you’ll have a hard time catching up any time soon. But pay per click advertising can give you an edge and put you on page 1 right next to your biggest competitor’s organic listing. That’s a good equalizer and being in Google’s or Yahoo’s advertising database may have implications for you organically as well. You never know, it could help you.
When it comes to getting your target market’s attention, there is no substitute for a well-written ad that you pay for only when you get the response that you are looking for. Pay per click provides that free and easy ride. Why not take it?
Going by the title of this post, I was hoping for beefier content. In particular, some specifics about how to create ads that attract eyeballs, or factors that might be affecting PPC ad blindness and how to overcome them. Instead, the post is light on details and heavy on misleading statements.
This is a myth, see:
Interview with Jill Whalen
Craig Paddock, Search Engine Watch
Many PPCers pay for a heck of a lot more than “the response you are looking for.” Part of this is inexperience, and part of it is data mining. It takes experience and time to develop a campaign that generates only the response the advertiser has their sights on.
Furthermore, PPC is no free, easy ride.
I like Jill Whalen, but you quote her here as if she were wikipedia, which also is not an absolute source for facts. Jill may very well be correct, but it is not “proven” as you imply.
I can find any blog post and say it does not have everything I would like it to have had. I guess next time the blogger should consult with you before writing their post. You should have left a phone number and the best times to call you so that in the future they can post all the things you want them to post.
I read the post and found it to be just what it is, a light post about using ppc if you are behind your competition in the organic results. I didn’t see where it should have provided more detail.
It leads to the research page where you can read more detail. That was an actual link you can click on to get those important details you found lacking from this post.
Hope that helps.