One of the reasons that search engines are so important for business is the type of leads they bring. As opposed to traditional ads (which also have their place), search engines bring leads from people most likely looking for the exact types of services that you offer. Surprisingly, only a proportionately small number of businesses actually utilize Pay Per Click (PPC) ads, appearing over the organic search results as a part of their strategy. At Points Group, we believe these ads are crucial.

PPC ads are the listings with a yellow background that typically appear at the top of the search results. It can be subtle, and you may even have to tip your screen a bit to really notice the yellow background, but it’s there. Businesses bid on these prime placements based on the keywords used in search results, and pay every time someone clicks on an ad. These ads also appear in the column to the right of the search results. Both types of ads are highlighted in red below. (You can get more information about understanding Pay Per Click here: Understanding Pay Per Click)

At Points Group, we believe it is crucial for companies to bid on these ads. Here’s why:

The ads are where the user’s eyes go.

This heat map shows where a user’s eyes go on a search engine results page (SERP). As you can see, logically, a user’s eyes go directly to the top left corner of the page.

The top of the page is where the top 2-3 search results are displayed. Not only should you be using PPC to capture these potential customers, you should make sure that you’re consistently featured in the top few results.

Even though they are ads, most people don’t realize it.

According to a recent study, 41% of people were unaware that the listings above the organic search were ads, and 81% routinely clicked on them. I have talked to people who literally thought the Google search results were just listed alphabetically.
Don’t fall for the myth that people don’t click on the top results because they are ads – they do.

Eliminating Paid Search Will Cost You Traffic and Leads

It is often recommended that you use a PPC campaign to fill an immediate need in search engine rankings (which is good advice – it can), but then to eliminate it when organic rankings are strong. This is bad advice. Research shows that when you take away PPC, the organic rankings do not capture all of the clicks that PPC had. In fact:

  • If you have the #1 ranking and remove PPC, 50% of clicks you receive from ads will not be recovered by organic search.
  • If you have spot #2-4, 82% of the clicks lost will not be recovered by organic search.
  • If you have spot #5 or below, 96% of clicks will not be recovered.

PPC helps you rank for highly competitive terms

Many users will search for highly competitive terms. It can be very difficult for the average business to rank for one of these terms, and certainly for multiple difficult terms. If you’re willing to spend a few extra dollars, you can get traffic from these keywords. And, if they’re chosen well, the keywords are typically more likely to generate leads.

If you’re not already using a PPC campaign to drive leads, we strongly recommend that you start one. You don’t even have to spend a lot of money to get started. And if you’re having trouble or don’t know where to start, we’d always be happy to help.

How have you seen PPC enhance your website’s traffic and leads? Let us know in the comments below.

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This Privacy Policy governs the manner in which Points Group, LLC collects, uses, maintains and discloses information collected from users (each, a “User”) of the https://www.pointsgroup1.10web.me website (“Site”). This privacy policy applies to the Site and all products and services offered by Points Group, LLC.

PERSONAL IDENTIFICATION INFORMATION

We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, subscribe to the newsletter, respond to a survey, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personal identification information, except that it may prevent them from engaging in certain Site related activities.

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We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about User’s means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.

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Points Group, LLC may collect and use Users personal information for the following purposes:

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We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.

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We do not sell, trade, or rent User’s personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.

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Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.

CHANGES TO THIS PRIVACY POLICY

Points Group, LLC has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.

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CONTACTING US

If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Points Group, LLC

https://www.pointsgroup1.10web.me

150 Morristown Road, Suite 220

Bernardsville, NJ 07924

This document was last updated on July 24, 2014