Online Branding, Adwords, and Your Website

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When you’re working on your online branding campaign, a portion of your time is well spent on working on your pay per click offering. It’s like writing ad copy for a commercial, as adwords are the results which you see often on the top of the organic results, or to the left of the page. Typically marked as ‘Sponsored Links’ so as not to confuse those who are looking for the organic, or natural listings in the center of the page.

The pay per click model of search listing and advertising has been gaining a growing number of clicks, especially with searchers actively seeking to purchase an item. While working hard to improve on page and off page otpimization to rank organically is great for the long term gains, you can experience short term growth with adwords (PPC) advertising.

Once you’re setup with your adwords account, you’ll begin to get emails from Google offering to assist you with your account. Sometimes they offer simple suggestions as to keyword optimization or increasing your daily budget, and sometimes straight up offer a helping hand at improving traffic. On the surface at the moment, it seems that the helping hand that can be offered is worth it, with increased traffic and lower over all cost. And if that were all that were important with the PPC model that would be great, but the number one metric of measurement still hasn’t been determined – conversion rate.

It’s a great point of pride to say that your website receives 1000 visitors per hour (example only), and that your adwords cost to drive those visitors is only a few cents. But if you’re only able to effectively complete your goal – sign up for a newsletter or email, purchase a product etc, a few times out of those thousand then you’re really not doing as well as it looks initially. Your conversion rate is the key metric that matters the most in a pay per click campaign, and while it seems that letting the Adwords associates do the heavy lifting for you is great on the surface, they really only serve the same purpose as a search engine optimization expert. Driving traffic is key to visibility online, but it’s up to you and your website to convert the visitor.