Tag : Social Media Marketing

What The [email protected] is Digital Marketing?

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.

What the H*ll is digital marketing

Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t — typically in real-time.

Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc

Why Digital Marketing Is Important

Digital media is so pervasive that consumers have access to information any place and any time they want it. When the messages people got about your products or services came from you and consisted of only what you wanted them to know, gone are the days. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.

Manage Customer Relationships Across All Channels

Digital marketing and its associated channels are important– but not to the exclusion of all else. To do that, you need a consolidated view of customer preferences and expectations across all channels– Web, social media, mobile, direct mail, point of sale, etc.
Challenges Facing Digital MarketersDigital Marketing across multiple channels

Proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, interfaces and specifications– and they interact with those devices in different ways and for different purposes.
Intensifying competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
Exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.

Digital Marketing is the way of engaging and acquiring new customers & current clients in an automated fashion.

A well oiled Digital Marketing/Management channel increases productivity while reducing your workload. The time that you save can be generated into acquiring even more clients into your already automated system of growing your business in new directions!

Either way, “Why not market digitally?”. It is LEAPS & BOUNDS more cost effective than traditional marketing!!

While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and radio channels, etc
So, “Why Digital Marketing Is Important?”

Digital marketing and its associated channels are important– but not to the exclusion of all else. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. Digital Marketing is the way of engaging and acquiring new customers with current clients in an automated fashion.

It is our PASSION to help you & your business, don’t be afraid to call, what’s the worst that could happen??

 

To Higher Profits,

Alexander J. Kubicek, CCAS

MatchPLUS eMarketing Group, LLC

(412) 215-3650

(We answer our own phones! =O)

There’s Digital Space JUST For Restaurants & Event Industries

It’s True: 64 % Of Mobile Restaurant Searchers Convert “Immediately Or Within An Hour”

Restaurants are consistently the top local and mobile search category according to considerable query log data from multiple sources. The Telmetrics-xAd study reinforces this.

Mobile Resataurants SearchThe study found that 95 percent of smartphone users conduct restaurant searches. It also found that 90 percent of these users “convert within the day,” meaning they go out to eat. Perhaps more striking is the fact that 64 percent were found to covert either “immediately” or “within one hour.” This is reminiscent of the 2010 statement by Microsoft-Bing that 70 percent of mobile search users complete a search-related task within an hour vs. one week on the PC.

Tablet and smartphone user behaviors are not the same, however. While that may now be common knowledge, the study documented some specific differences in the restaurants category:

    While 64 percent of smartphone restaurant searchers convert within an hour, just 44 percent of tablet owners do so

  •     In the context of restaurant search most smartphones are used “on the go” (outside the home) while tablets are used primarily in the home.
  •     Tablet users are more likely to look for reviews and menus; smartphone owners are more likely to look for directions or call restaurants
  • As indicated, the top activities among restaurant searchers varied by device. Among smartphone owners the hierarchy of activities was the following:

                 -Call a restaurant

                 –Look up directions

                 –Look up locations near me

  • Tablet owners were much more in “research mode” and were more likely to do the following:

                  –Look at ratings and reviews

                  –Find online coupons and promotions

                  –Research menu / specific food items

The study also discovered that more tablet and smartphone owners used mobile websites more often but considerably more time was spent with mobile apps. Accordingly, 70 percent of total time spent with restaurant content on mobile devices took place in apps. In other words, the mobile web saw greater reach but users were much more engaged with  mobile apps. This is a microcosm of larger mobile user behavior patterns.Yelp - Review Image

One of the more interesting findings — one that is positive for mobile advertisers — is that “3 out of 5” mobile restaurant seekers had no particular place in mind upon embarking on their research. In addition, 75 percent of study participants reported noticing mobile ads. So the capacity for marketers to influence mobile user behavior in this category would appear to be great.

Use of technology

One-quarter of consumers say technology options are important features that factor into their decision to choose a restaurant – and experts anticipate this will continue to grow.

    70% of smartphone users view restaurant menus on their phones at least a few times per year.

    34% of consumers say technology makes them dine out or order takeout or delivery more often.

6 in 10 chefs encourage consumers to take photos of their food and post it on social media – they consider it free advertising.

(To grab your FREE “Power of Online Directories” Cheat Sheet, visit: http://0s4.com/r/JPFCZV)

Restaurants are the most searched for local topic and the most popular industry to search for on mobile devices, with more than 80 percent of searchers looking for places to eat either on a mobile web browser or mobile app. In order to drive visibility through search results and drive sales, local and mobile optimization is a must for any restaurant.

                                                  Conclusion

Mobile Review ImageLocal and mobile consumers actively search out review and menu information before making a purchasing decision. Restaurants that make this information available to search engines like Yahoo! and Google to prominently display to searchers will be at an advantage compared to local competitors. For restaurants, dominating local and mobile search is about proving the information searchers want as easily and quickly as possible. Google and Yahoo! are helping restaurants do that, but restaurants need to be proactive in disseminating information, making it available to search engines, and eventually local searchers.

To Higher Profits in the New Year!

Alex, MPeMG

www.MPeMG.com

(412) 215-3650

We Answer Our Phones!

2016 Digital Trends Roadmap – Need to Know

The online marketing industry is volatile and complex, but an exciting one for anybody who stays up on modern trends. Each year, new hardware, new software, new companies, and new user preferences dictate a host of sweeping changes that either get adopted or ignored by the businesses of the world. Early adopters get a leg up on the competition, appealing to new markets or cementing their reputations as industry leaders, while those lagging behind miss out on a key opportunity to retain their positions.

2016 looks to be a great year for online marketing, and I anticipate it shaking up the game with these trends:

Video ads will start dominating. Video ads are certainly nothing new, with social channels like YouTube dedicated to hosting billions of videos and advertising platforms like Facebook and Bing alreadVideo Ads Imagey offering advertisers video options. Because Google is finally getting on board with in-SERP video advertising, 2016 is set to be different. It’s a sign that users are becoming more accepting of video ads online, and as that trend continues, expect to see more types of video ads popping up in more unexpected places. With Google’s ownership of YouTube, the possibilities are virtually limitless.

App indexing will lead to an explosion of apps. Google has offered app indexing for a while, but as the ranking possibilities for apps become more complex, 2016 will be the year more business owners realize the online visibility advantages of a dedicated app. A mobile-optimized site works wonders for appealiMobile App Explosion Imageng to the mobile crowd, but soon, apps will begin to replace them. Apps can do everything that websites can, except in more intuitive, convenient, accessible ways. We’re still several years away from apps completely replacing websites as a medium, but 2016 will be a pivotal year in app adoption from business owner’s perspectives.

Mobile will completely dominate desktop. 2015 was a big year for mobile– not only did Google announce that mobile traffic finally overtook desktop traffic in 10 different countries, it was also the year they released the “Mobilegeddon” algorithm update to phase out sites not optimized for mobile. Apparently, you don’t have to have an optimized desktop site in addition to a mobile version– according to Google, a mobile-only site with no desktop counterpart is perfectly acceptable. This alone won’t be enough to drive down desktop traffic, but it’s clear what side of the fence Google’s on; they’re banking on desktop traffic fading away, meaning the smart money rests on mobile-focused online marketing.

Digital Assistant ImageDigital assistants will lead to a new kind of optimization. Search engine optimization (SEO) and pay-per-click (PPC) advertising are two highly popular strategies for getting your site seen by thousands of previously unknown visitors. The rise of digital assistants is going to lead to a new kind of optimization. Digital assistants like Siri and Cortana do utilize traditional search engines, but only when necessary to find information. The key to optimizing in this new format is to make sure your business information is easily accessible to these assistants, rather than trying to funnel people to your site specifically.

There are dozens of different virtual reality devices set to release in the next few years, some of which are dedicated for specific applications like video games, and others which are available for general use. Oculus Rift, arguably the most hyped VR device, is set to release in the first quarter of 2016. Oculus Rift and other VR devices will introduce an entire new medium of online advertising, with integration to popular social media platforms, video channels, and even forms of direct messaging.

Wearable technology and the Internet of Things (IoT) will pave new ground. Such devices will change the landscape of local marketing, and will do more to blur the lines between “online” marketing and “real” marketing.

Advertising will become more expensive. Competition in the online marketing world has increased dramatically over the course of the past few years. 2016 will see it increase even more. As the basic laws of economics suggest, an increase in demand is often accompanied by an increase in price, so all those new online marketing competitors will drive the prices for online advertising even higher. Realistically, online ads are pretty cheap, but the increases in price may drive some smaller companies out of the landscape.Advertising is Expensive Image

These trends aren’t the only ones that will emerge over the course of the next year, but they will be some of the most significant. There’s no guarantee exactly when or how these trends will manifest, as much of that is driven by consumer adoption, but it’s worth hedging your bets in at least a few of these tent pole technologies and strategies.

Each year, new hardware, new software, new companies, and new user preferences dictate a host of sweeping changes that either get adopted or ignored by the businesses of the world. Early adopters get a leg up on the competition, appealing to new markets or cementing their reputations as industry leaders, while those lagging behind miss out on a key opportunity to retain their positions.

Video ads are certainly nothing new, with social channels like YouTube dedicated to hosting billions of videos and advertising platforms like Facebook and Bing already offering advertisers video options. Oculus Rift and other VR devices will introduce an entire new medium of online advertising, with integration to popular social media platforms, video channels, and even forms of direct messaging. As the basic laws of economics suggest, an increase in demand is often accompanied by an increase in price, so all those new online marketing competitors will drive the prices for online advertising even higher.

 

To Higher Profits in the New Year!

Alex, MPeMG

www.MPeMG.com

(412) 215-3650

(We answer our phones!)

 

GoDaddy For Small Business During Super Bowl 50

CBS Super bowl 50 imageSince last week’s Super Bowl campaign announcements from Wix and Butterfinger, both Honda and PayPal have announced that they, too, will be joining Super Bowl 50’s advertiser lineup– while GoDaddy, a longtime Super Bowl brand, has decided to take the bench.

PayPal’s Debut Super Bowl Appearance
PayPal announced last week it would be airing its first-ever 45-second ad during the first quarter of Super Bowl 50. The brand did not release any details on the creative direction but did say the goal of the campaign would be to start a larger conversation around money.

“At the core of this campaign, our purpose is to introduce the world to PayPal’s vision for the future of money– to empower people and businesses to manage and move money securely, efficiently and affordably,” writes PayPal’s VP of global brand marketing, Greg Fisher.

Along with its Super Bowl ad campaign announcement, PayPal said it is launching its first major brand campaign as an independent company.PayPal Image Honda’s Super Bowl Campaign to Feature New Ridgeline Pickup Truck

After sitting out during this year’s game, Honda will re-up its status as a Super Bowl advertiser with a 60-second spot to air during the third quarter of next year’s game.2017-Honda-Ridgeline-Release-Date

Honda intends for its upcoming Super Bowl campaign to act as a launching pad for its all-new 2017 Honda Ridgeline pickup truck, with extended promotions across several platforms, screens and internet properties.

“Super Bowl 50 is the right time and the right venue to communicate Honda’s continued leadership in light trucks,” said Jeff Conrad, senior vice president and general manger for Honda’s automobile division. “The multi-platform approach will enable Ridgeline to come out of the gate strong in 2016.”.

Like PayPal, Honda released no details on the brand’s creative strategy, but AdWeek reports the spot will be created by ad agency RPA.

GoDaddy Takes the Bench.
GoDaddy, a regular Super Bowl advertiser since 2005, said it would not be buying a spot in next year’s Super Bowl as part of its new branding initiative to focus on more personalized, data-driven marketing.

A GoDaddy spokesperson told Ad Age the time had come for the brand to move beyond the generic megaphone of a Super Bowl campaign to a more targeted strategy.

“We can ‘talk’ to the segment of the SB audience we want (very small business owners) and do it in a more personal and timely way,” said the GoDaddy spokesperson in an email to Ad Age.

After releasing its Super Bowl spot in advance of this year’s game, GoDaddy pulled its original campaign when it caused a backlash. The ad, which featured a puppy being sold to new owners, had many viewers criticizing the brand for making light of inhumane treatment toward animals.

Happy Holidays!

Alex, MPeMG

Special Thanks to CBS, GoDaddy, Wix, Butterfinger, Honda, and PayPal

FREE Marketing on Facebook that Delivers Results

Want to increase online sales, build brand awareness and promote your products? Read on …

Facebook MarketingFrom global leading brands that boost TV advertising campaigns with Facebook engagement, to growing businesses that host creative online offers to keep fans excited, any business, small or big, can use Facebook as a marketing tool.

Social media platforms such as Facebook bridge the gap between consumers and businesses, improving communication between them and leaving brands with a better understanding of their audience.

Whether you are a freelance graphic designer, successful independent restaurant or a globally recognized brand, Facebook should be at the top of your marketing strategy.

FACEBOOK GROUPS AND PAGES
Facebook groups and pages each have their own strengths. Groups are ideal for intimate communication in communities, to discuss a topic and to share opinions and ideas. Pages are designed to help businesses, professionals and organizations create an authentic presence online to represent their values. Therefore, creating a Facebook page for your brand or business is the first step towards getting yourself noticed on the social network.

KEY STEPS TO PROMOTING YOURSELF, YOUR BUSINESS OR A BRAND ON FACEBOOK
Suggesting your page to friends, putting up signs in your bricks and mortar store, adding a Like button to your website wherever possible will all contribute to page growth.

However, the most noticeable change in Likes will be as a result of the content you post on your page.

Let’s look at ways to optimize your Facebook marketing effort for free, by identifying your audience, creating compelling content and analyzing your strategy.

IDENTIFYING YOUR TARGET AUDIENCE
Having a clear understanding of your target audience will help your tailor your Facebook posts to provide them with content that will interest them. Most brands have customer profiles outlined through authorized data collection, but as a growing online business, taking time to identify your ideal customer will help you to find more of them.Facebook Targeting

HOW TO IDENTIFY YOUR AUDIENCE:
Create a description of your ideal customer. Decide on age, gender, personality, occupation, hobbies, spending habits, likes and dislikes.

Locate your online audience. Which websites interest them? What are they reading? What are they likely to search for online?

Determine their end goals. What is it about your product or service that they like?

Write a more detailed outline of each identifiable customer. Give them each a name and back story. Write a short day-in-the-life of paragraph about each one that you can refer to.

Those are just a few questions to get you started. There are literally hundreds of customer profiling templates online that can help you build a more comprehensive portrait. Piecing together a clear picture of who you’re ‘talking’ to online will help determine the tone for each post and what customers are likely to respond to.

CREATE YOUR FACEBOOK CONTENT STRATEGY
A Facebook content strategy is a daily outline of page updates scheduled for the week or month ahead, which include things you want to promote or share.

You know next week you will be posting a blog post about an exclusive time-limited offer available on your websites online store which will start on Saturday and finish on Monday.

For your Facebook strategy you could schedule the following: an announcement of the upcoming offer on the Thursday before, share a link to the blog post on Saturday, and post a product image on Sunday evening as a reminder to those who haven’t already taken advantage of the offer that it will be ending the following day.

Map out your Facebook strategy by determining your monthly or weekly goals and devising daily content around it. Remember to look at your customer profile to find ways of working in content that would interest them.

Your goals may be to drive traffic to your online store, to increase your reach and Page Likes, or to build brand awareness. You might find that your goals are ALL of these things, so a strategy is central to creating posts that get attention and get results.

ANALYZE YOUR PROGRESS WITH FACEBOOK INSIGHTS
With your page in place and content being published regularly, you can measure your success using Facebook Insights. Facebook’s easy to use analytics service helps you evaluate different aspects of your page.
Facebook Insights
Tools such as Engagement, Page Likes and Post Reach help with tracking your best-performing content by discovering who’s engaging with you, and at what time. Use these tools to find out what’s working well, write your own best practice, and then replicate it.

These steps are simple, but it takes an active page to make discoveries that lead to growth.

TAKING YOUR FACEBOOK MARKETING TO THE NEXT LEVEL
Advertising and marketing on Facebook is BIG business. Company’s small and large are gaining huge followings and profits using this powerful marketing tool.

Facebook groups and pages each have their own strengths. Pages are designed to help businesses, organizations and professionals create an authentic presence online to represent their values. Creating a Facebook page for your brand or business is the first step towards getting yourself noticed on the social network.

There are literally hundreds of customer profiling templates online that can help you build a more comprehensive portrait. Piecing together a clear picture of who you’re ‘talking’ to online will help determine the tone for each post and what customers are likely to respond to.

 

Happy Facebook-ing,

Alex, MPeMG

 

For more questions and information about this topic, please visit our contact us page on our website

www.MPeMG.com/contact-us

Why Small Business Saturday Is Important To You

Founded six years ago in response to small business owners’ most pressing need– getting more customers during the busy holiday shopping season– Small Business Saturday has quickly earned its’ stripes among holiday traditions. Additionally, consumers spent $14.3 billion at local and independent businesses on Small Business Saturday in 2014, and this year the hype and buzz surrounding the day seems to have only increased.Small Business Saturday

From Shops to Spas to Salons and More

Year round, shopping small is widely encouraged among communities and businesses alike thanks to the ‘Shop Small’ message that is branded with Small Business Saturday. This message is supported by all types of small businesses– including restaurants, cafes, spas, fitness studios, community art foundations and more– making it a day for small businesses, communities and consumers alike to look forward to. As a small business owner myself– and admittedly, a huge fan of shopping small– I know first hand the strength that a nationally recognized message can offer a small business owner, and it’s for this reason among others that Small Business Saturday has continued to see extraordinary success and growth since it first came to be in 2010.

The Shop Small message is recognized year round, with Small Business Saturday– the Saturday following Thanksgiving each year– becoming an increasingly popular holiday tradition.

With free marketing resources, event guides, online ads and more available at ShopSmall.com, businesses can utilize these resources as part of their Small Business Saturday planning– making it a nearly turn-key experience. This easy to implement strategy combined with the national attention that Small Business Saturday generates is something any small business can appreciate, helping to make their job of having a successful Small Business Saturday that much easier. Interestingly, however, some businesses and communities have yet to be a part of Small Business Saturday due to the confusion as to whether or not it’s necessary to accept American Express. As the founding partner of Small Business Saturday, American Express created Small Business Saturday to celebrate and support small businesses, while welcoming any business to be a part of the day. Their goal was simple yet their dreams were big. They wanted to help drive more attention to small businesses during one of the busiest shopping seasons of the year, and fortunately for small businesses across the country, their idea has, in fact, become a big, big deal.

History Tells Us It Works

Among the small business owners who has had success with Small Business Saturday include store owners Bill Jette and Dixie Carroll of Rhode Island based J Marcel. Last year, Jette and Carroll saw more sales on Small Business Saturday than any day of the six and half years that the store has been in business. In 2014, there were 174k Small Business Saturday tweets on November 29, 2014– last year’s official Small Business Saturday – and 356k total tweets in the month of November in 2014, as identified by Union Metrics.

Expanding on this, the fourth-annual Small Business Saturday Consumer Insights Survey recently released by the National Federation of Independent Businesses (NFIB) and American Express identified that supporting local small businesses continues to be a priority for shoppers nationwide. This is good news for those planning to support Small Business Saturday– now entering its sixth year– with 55 percent of U.S. consumers reported that they are aware of the day, making this the highest figure yet recorded. Possibly even more exciting, however, is that 83 percent say Small Business Saturday inspires them to Shop Small all year long.

Small Business Saturday puts these businesses in a position to not only survive but more importantly to thrive year round.”.

Expanding on this, NFIB CEO and President Dan Danner explains that “Small Business Saturday has grown every year and it’s been a big boost to Main Street America.”.

Additional key findings from the Small Business Saturday Consumer Insights Survey include the following:.

45 % of customers plan to spend more on Small businesses Saturday this year than they spent last year, which is up 38 % who intended to spend more last year.
Almost two-thirds (65 %) plan to spend at least $100 at small, independently-owned retailers or restaurants on Small Business Saturday this year.
77 % of customers aware of Small Business Saturday plan to go to one or more small businesses as part of their holiday shopping.

Shopping Small on Small Business Saturday.

With the U.S Small Business Association reporting that 28 million small businesses in America account for 54 % of U.S. sales, it’s no secret that small businesses are big business. Year round, small businesses shape our communities and neighborhoods thanks to their unique charm, characteristics and one-of-a-kind personas, and it’s these attributions that help make Small Business Saturday even more important to support and celebrate. Putting small businesses center stage on Small Business Saturday is the least we can do as customers for businesses and the people who work within them who do so much for us year round.

As a small business owner myself — and admittedly, a huge fan of shopping small– I know first hand the strength that a nationally recognized message can offer a small business owner, and it’s for this reason among others that Small Business Saturday has continued to see extraordinary success and growth since it first came to be in 2010.

As the founding partner of Small Business Saturday, American Express created Small Business Saturday to celebrate and support small businesses, while welcoming any business to be a part of the day. Expanding on this, the fourth-annual Small Business Saturday Consumer Insights Survey recently released by the National Federation of Independent Businesses (NFIB) and American Express identified that supporting local small businesses continues to be a priority for shoppers nationwide. With the U.S Small Business Association reporting that 28 million small businesses in America account for 54 % of U.S. sales, it’s no secret that small businesses are big business. Putting small businesses center stage on Small Business Saturday is the least we can do as customers for businesses and the people who work within them who do so much for us year round.

To Higher Profits,

Alex, MPeMG

A special thanks to Dan Danner, NFIB & American Express OPEN

Organic Vs. Paid Traffic & Which Works Best

Is it better to use paid search (PPC) versus organic search marketing? Sounds like a simple question, but the answer is much more complex. Both methods have specific benefits and drawbacks. Let’s discuss some major differences and consider the best approach.

Organic vs. Paid traffic Image
According to ComScore, search engine users conducted 18.6 billion explicit core searches in April 2014. That number excluded searches without specific intent to interact with the search results. The search engine result pages (SERPs) likely provided a mix of both organic and paid rankings.

Both organic and paid (PPC) have distinct advantages and drawbacks. Knowing them will allow you to get the best return for your search marketing dollars. As you will see, combining them will often result in a better click-through rate (CTR).

Paid vs Organic Search

Organic Search: Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Marketers use SEO and content assets to get high search engine rankings. That’s because the advantages of organic search are dependent on visibility.

Organic Search Benefits:
Trust and credibility: With high search engine rankings comes a perception of credibility on the part of searchers. High search rankings imply industry authority and leadership. This perception translates into more trust and a greater likelihood to click-through to the site.
Evergreen: If the content that ranks high is evergreen, then the rankings will also have a more evergreen presence. The specific listing may rank high long after the content was created.

Ranking: Once you get high rankings, it’s easier to keep those rankings. You get authority status and build the trust of users and search engines.
Click through rates: For “top of funnel” search terms, I.e., don’t show immediate purchase intent, the click-through rates are better for organic search results. That’s very important for businesses that have a longer buying cycle.
Inbound marketing: An organic search strategy requires marketers to develop the content assets to achieve it. This is important for higher involvement purchases. Users interact with content as they move down the purchase funnel.

Organic Search Drawbacks:
Time: Depending on the competitiveness of the keywords involved, it may take months or years to get high rankings. Can you wait that long?

Resources: Getting high rankings requires both creating content and using SEO tactics to achieve it. That can be difficult, frustrating and time-consuming. Either internal staff or external contractors are needed for both these functions.

Paid Search (PPC): Paid search results are advertisements. The advantages and drawbacks of paid search are often the opposite of organic listings.

Paid Ads (PPC) Benefits:
Time: Unlike organic search rankings that can take months or years, paid results are placed at the top of rankings as soon as you pay for ad placement.
Targeting: PPC campaigns can be tailored to reach specific audiences. Examples of segmentation include geo-targeting, income, age, educational level, marital status, industry, etc.

Click through rates: Searches using terms that denote high purchase intent such as product or brand-specific keywords will get more clicks than organic results. The advantage of paid search can clearly be seen in the Internet retailers MarketLive Performance Index data. For the year 2013 as a whole, PPC accounted for 36.5 % of search traffic but an outsized 47.9 % of revenue from search.

Paid Ads (PPC) Drawbacks
Cost: The more competitive the keyword, the more the bid price is for each click on the displayed ad. Paid search requires a level of expertise to manage these campaigns. Otherwise a lot of money will be spent to attract unqualified traffic.
Momentary: The ads disappear as soon as you stop paying for them.
Distrust: Consumers don’t always trust paid ads and often avoid them. They place more trust in organic rankings.

Click through rate: Except for high purchase intent searches, users will click on paid search listings at a lower rate than organic search listings. Organic listings have more credibility with search engine users. Organic rankings will get more click-through rates for “top of funnel” keyword search queries.
For many businesses, the best approach is a mix of both organic and paid search results. The advantage of this approach is that organic rankings give a business credibility and evergreen search results.

Paid Vs Organic Search Rank

According to a Google study, paid search ads with an accompanying organic search result only occur 19 % of the time, on average. Nine percent of the time a search ad shows with an organic ad in the top rank. Google’s results showed that 50 % of ad clicks did not replace the clicks on the first organic search listing when the ads didn’t appear.

The Bottom Line

So, should you use paid search or organic search for your marketing? It depends. It depends on your marketing needs. It depends on which method gives you the best CTR or ROI. Whether paid or organic search is better depends on purchase intent displayed by the search query. What we do know is that “together is better.”.

Is it better to use paid search (PPC) versus organic search marketing? Organic Search: Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Click through rate: Except for high purchase intent searches, users will click on paid search listings at a lower rate than organic search listings. According to a Google study, paid search ads with an accompanying organic search result only occur 19 % of the time, on average. Whether paid or organic search is better depends on purchase intent displayed by the search query.

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