Paid Advertising


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Paid Advertising

Instant Traffic To Your Site

Paid search is not a set-it-and-forget-it method of marketing. To use paid search properly, you must understand how it is best implemented to drive real-time results while improving organic search results long-term.

Paid search is not a replacement for anything, it should be an integral part of a comprehensive inbound marketing strategy. You can use it to accomplish many of your inbound marketing goals.

You begin by telling Google which keywords you want to buy to trigger your ads to display on their search engine results page(s) (SERPs). You design your ads around these keywords working to make them relevant to the query and compelling enough to get users to click on them. Once users click through, you want to direct them to a landing page where you will try to persuade them to take the next step, buying your product, downloading an offer, or otherwise moving further down the sales funnel.

By managing, matching, and optimizing these three elements, you can improve the effectiveness of your paid search initiatives.

Google offers two ways your ad can be displayed and billed: Pay-per-click (PPC) and pay per 1,000 impressions (CPM). With rare exception, most businesses will want to use the PPC option.

This means you don’t pay to have your ad displayed, you pay only when someone clicks on it. Since only people who have an interest in your product or service will typically click on your ad, this is almost always the most cost-effective advertising choice compared to the CPM option where you pay every time the ad is displayed whether or not anyone sees it or clicks on it.

The amount actually paid per click is based on a combination of:

  1. Bid Amount and
  2. Quality score from Google


The auction style of bidding ensures you will pay no more than $.05 more than the highest bidder. For example, you bid $5 for placement in search results containing the term “tennis sneakers.” Your competitors bid $2.10, $2.20, and $2.45. You will win the auction with a cost of $2.50 per click on your ad when someone searches for “tennis sneakers.”

Quality Control

Quality Score

Although the amount you bid for ad placement plays a significant role in determining whether or where your ad gets placed, so too does the ad’s relevancy to searcher’s queries. Google also gives each ad a “quality score.” The algorithm behind the quality score evaluates how relevant your ad is and the landing page it takes users to for any given search query.

This is done to ensure buyers are not simply buying keywords to boost their exposure on Google. After all, if someone who sells golf clubs bids on haircuts, Italian food, and Hawaii airfare, the resulting ads would ultimately be of little use to the vast majority of searchers making Google’s search results increasingly irrelevant and ineffective over time.

Google’s quality scoring ranks ads from 1 to 10, 10 being best. If your ads are ranked 8 while your competitors’ ads are ranked 4, your ads should be placed higher even if you bid a bit less than the competition, because your ads are perceived to better meet searchers’ needs.

When you get this strategy of bidding and relevancy correct (in Google’s eyes), you should end up with the lowest possible cost for the best placement of your ads.

The following is a list of the positives and the negatives of paid advertising to give you a better understanding of why a paid advertising strategy implemented with an organic (SEO) strategy is most effective..

Positives of Paid Advertising

  • Works instantly, just pay and get served. PPC drives instant traffic to a website, if you have sufficient bucks to pay for your business.
  • With a limited budget, it is recommended to focus on PPC. PPC is more likely to net conversions, especially in the short-term.
  • There are no ups and downs in PPC advertising, it’s always plain straight. Just make sure your website is optimized for visitors and nothing else.
  • You can choose where, when and for what kind of keywords you wish to rank.
  • In PPC everything is simple – the amount you spend is the amount of traffic you get.
  • With AdWords or Bing Ads you’ll be able to harvest an existing demand.
  • It may be difficult to gain, say, 10 projects a month purely using SEO if the competition out there means you’ll struggle to get on page one. If this is the case, PPC will allow you to almost force yourself onto the page at a cost that you can afford.
  • There is no need to worry about Google Algorithms or updates.
  • Your keywords mentioned about have around 10k searches a month in the US (source: Google Traffic Estimator, but take this with a pinch of salt). If you assume a 3% click through rate for top positions – bear in mind that there seems to be a lot of competition so this should be much lower, that’s 300 clicks. Apply your 5% conversion rate and that’s only 15 leads a month. You’ll need both and especially PPC to ensure that you get the above. Just make sure you are targeted with your keywords and geo as much as possible to reduce the wastage. Then use the data you collated through PPC to help refine your SEO strategy.
  • Even if your bid for 5-6 position in PPC, you would get the same number of clicks as you get from the number 1 position in SEO.
  • The bid for the 5-6 position in PPC, you can get sales right from day 1, unlike SEO.
  • PPC can provide much more focused and targeted results.
  • There is no limit to the traffic brought in by PPC.

Drawbacks of Paid Advertising

  • No long term value.
  • Once you stop paying your website has little lead generating power.
  • Like renting a house, it doesn’t matter how many years you pay the rent, the house is not yours.
  • PPC is pretty much constrained by the campaign dates and budgets.
  • While SEO is always essential, PPC can range from utterly useless to essential. It totally depends on which market you are in.
  • PPC can be very seductive because you can see quick results and measure them in detail. The ROI is super easy to calculate. But the Google Tax continues to rise and competition will come, and if you’re relying on PPC too heavily, you could find yourself in a difficult situation. Don’t be that frog in the boiling pot.
  • CPC costs continue to increase as more advertisers become involved.

Facebook Video Marketing Works Better Than Ever!

CEO of SEO also utilizes an extremely powerful form of Facebook Advertising though video! We do, however often use the full Facebook advertising method because of its incredible targeting ability.

Fortune Magazine states that Creators have taken note that Facebook’s algorithm – the secret formula determining which content shows up in a person’s newsfeed-seems to heavily favor video.

Statistics have shown that while looking at a million Facebook users, photo posts reach 14% of their audience on average, text posts reach about 4% but video posts reach 35% of their audience. This is huge and why CEO of SEO has taken this form of paid advertising straight to benefit its clientele.

The reason? Because it works and is extremely powerful. CEO of SEO implements a full Pay Per Click (PPC) Strategy which ties into SEO strategies. Our team of professionals have a long track record of success.

We work with clients completely new to paid advertising and clients who have existing PPC accounts. For existing accounts, CEO of SEO does a full free audit to show you the current strengths and weaknesses of your campaigns.

Our Facebook Advertising is powerful with the ability to reach that specific group of people and “Look A likes” that have the profile to buy your product or service!

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