Working hard to get your website to perform well in the search engines? It’s important, but it’s not the whole story.
That’s the point made by Tina Kelleher in her article, Why PPC Advertising Is the ROI Rock Star of Search Engine Marketing. Looking not only at the current state of online marketing but also the history of the direct response industry, it’s difficult to argue with her point.
For years we’ve been exposed to news, information, and ads about products and services. Radio and television, to say nothing of newspapers, built entire business models on making money from advertisers eager to push their wares on the public.
But where did the sale come from? Which radio or TV ad moved the needle? Was it the full-page ad in the newspaper, or was it the Yellow Pages listing?
There was no way of knowing how many people took action as a result of reading a particular article or hearing a review. There was no way to determine what was working and what was falling flat.
All of this is what inspired the quote by John Wanamaker.
It’s The Same With Organic Rankings
When you spend hours each month pounding out blog posts, videos or podcasts you’re working hard to build your authority in the online world.
Over time, the search engines reward you with better rankings. That improved exposure allows prospective clients to find your website, learn more about your services, and possibly make the decision to hire you.
But as with the old world ads, it’s impossible for you to know which blog post or video led directly to the new client. There’s no metric or tracking tool that helps draw the line between this article and that client, which means you’re left at best with educated guesses on what to write about on your website.
You Need The Metrics
These days we’ve got pay-per-click ads such as Google AdWords and Facebook Ads that give you precise information about your efforts in real-time. Which ads generate clicks to your website, and which of those clicks result in actual phone calls gives you the data you need to make decisions about your marketing and advertising.
For example, when you place an ad on Google AdWords the system will tell you which keyword gets the most exposure, the most clicks, and the most conversions that matter to you. Facebook provides detailed audience statistics as well.
These metrics give you a powerful tool when creating new ads, new content and blog posts for your website, or compelling audio and video content. After all, once you know what works you can focus on creating more of it.
Can’t Have One Without The Other
As with love and marriage, organic and pay-per-click go hand-in-hand for your law firm’s efforts.
Content building and search engine optimization efforts provide a depth of information that a potential client can read at their leisure until they get to a buying decision. Information can be reviewed, notes taken, and options weighed.
The pay-per-click ads complement those organic search efforts to drive the buying decision towards your firm when the potential client is ready to hire a lawyer.
When you use one to fuel the other, you’ve got a powerful combination.