With search engine optimization (SEO), the grand prize is for your website to appear first in the list of organic search results on Google when a user types a search term related to your business. Even when your website is the absolute best, with Google ranking it as the most relevant site, it is still not the first thing users see. Users must scroll past several advertisements before they get to the first organic search result.
As with organic search results, Google uses a complex algorithm to determine the order of PPC ads. The main factors are how relevant your ad is to the keyword (your ad will rank higher for “electrician Los Angeles” than it will for “lower your electric bills”), the quality of your landing page and the percentage of viewers who click on your ad (to your landing page or all the way to contacting your business (this is known as the click-through-rate).
With search engine optimization (SEO), the grand prize is for your website to appear first in the list of organic search results on Google when a user types a search term related to your business. Even when your website is the absolute best, with Google ranking it as the most relevant site, it is still not the first thing users see. Users must scroll past several advertisements before they get to the first organic search result. If you have invested a lot of time and money in optimizing your site so that it appears in first place, it is easy to be resentful that someone else has paid Google to make their site appear above yours; you might think of it as cheating. A more successful strategy, from the perspective of content marketing, is to adopt the attitude of, “If you can’t beat ‘em, join ’em.” It is worthwhile to pay to make an ad for your site display above the search results; this is called pay-per-click (PPC) advertising. PPC advertising can be a profitable marketing strategy, or it can be a big waste of money, depending on the quality of your PPC content and how much you pay Google in exchange for what kind of visibility. PPC advertising for electricians is an essential part of a comprehensive content marketing strategy
Not every website needs PPC advertising, but local small businesses definitely do. Every electrician is in direct competition with just a few other businesses. If your competitors have PPC ads and you don’t, then your business is at a clear disadvantage.
The way PPC works is that you sign an agreement with Google whereby it displays your ad every time a user types a certain keyword. With local businesses like electricians, all the electricians that serve the same geographic area tend to buy PPC advertising space for the same keywords. Businesses and customers alike have come to expect that, for search terms like “electrician Los Angeles,” several PPC ads will appear above the organic search results. In a PPC agreement, you do not pay Google simply to display your ad; rather, you pay a certain amount of money (somewhere between a fraction of a cent and a few cents) every time someone clicks on your ad. When a user clicks on your ad, it leads them to a landing page that includes a few hundred words of content about your business or a specific service you offer and enables them to fill out a contact form or call or email you.
People sometimes click on organic search results, which lead to your entire site, because they simply need information. When they click a PPC ad, though, they are looking to contact a business and engage its services.
As with organic search results, Google uses a complex algorithm to determine the order of PPC ads. The main factors are how relevant your ad is to the keyword (your ad will rank higher for “electrician Los Angeles” than it will for “lower your electric bills”), the quality of your landing page and the percentage of viewers who click on your ad (to your landing page or all the way to contacting your business (this is known as the click-through-rate). While one can find volumes of content about SEO algorithms, the details of PPC quality score algorithms are more of a mystery.
Google will gladly take your money, whether or not the PPC ads you are paying for are bringing in new business for your company. Unless you enlist the help of professional PPC marketers, your PPC advertising efforts are likely to be a fool’s errand. PPC advertising is not worth the money unless you have done thorough keyword research and put effort into developing effective landing page content. When done right, however, PPC advertising can bring in new customers and give your business a competitive edge. The professional WordPress developers at High Converting Media can create the best PPC content for electricians and display the content in response to the most relevant keywords
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