Paid search, often known as PPC, can be a powerful marketing tool, but as with any channel, there are better times to use it than others. We’ve picked out a few essential reasons for using paid search to gain the advantage.
When you’re waiting for your SEO to bed in
If you’ve just launched a new website, or have added a section about a new service or business area, then it can take time for SEO to bed in. We always consider SEO to be a long game – you won’t see results overnight. So, in the meantime, PPC can offer an ideal stopgap, ensuring you sit at the top of the search results while you build up your SEO in the background.
For seasonal topics or products
There will always be times of the year where you get more requests than others – if you’re an accountant, you’ll get more enquiries when the tax self-assessment is due, or if you’re a real estate solicitor, you may notice you get more conveyancing requests at a certain time of year. If this is the case, then you need to make sure you’re shouting about those services at the right time of year.
Google’s Keyword Planner gives you a breakdown of how much a certain keyword is searched for throughout the year, so you can match that to your own business patterns and ensure you’re prepared to capitalise on that seasonal web traffic.
When your rivals are on the offence
If you’ve spotted your rivals creeping up the search results through SEO, you can’t exactly stop them in their tracks, but you can launch a new ad campaign to guarantee you stay on top.
If you’re not likely to update your website
Fresh content is absolutely vital for your SEO and without it, your search rankings will keep slipping. So, if you’re unlikely to be able to update your website or add new content to your blog, then it might be worth considering a PPC campaign to make sure you still stay on the front page.
Paid search can be a time-consuming aspect of your marketing plan – but don’t fret, we’re here to help. Our digital experts can get effective PPC campaigns running in no time, while making sure your account is running smoothly. Contact us or visit our services page to find out more.
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