Search engines generally return two different kinds of results. “Organic” results are those which appear based on the engine’s assessment of the website and the content of its pages. “Sponsored” results are part of an advertising model in which companies bid to have their ads displayed, but only have to pay when a viewer clicks on their link.
70% of Google clicks come from organic results and only 30% are from sponsored results. Generally, users tend to trust organic results over paid links.
Based on these statistics, why should you even consider investing in a Cost per Click (CPC or PPC for “Pay per Click”) advertising campaign?
In a perfect world, your site would always show up as one of the first three results for any given keyword search. But the Internet does not represent a perfect world. It takes time and patience to build up a reputation that consistently puts your site at the top of the rankings. In the meantime, you can pay to have your name on the first results page from Day One.
ITs Easy recommends that our clients consider a balance of Search Engine Optimisation (SEO) to build long-term organic results and a Cost per Click campaign with Google Adwords to give you instant sponsored results. The percentage of your marketing budget that you assign to each should be assessed regularly and will evolve during the lifespan of your website as it gains more “reputation” with the search engines and requires less reliance on CPC.