If you’re running a paid search campaign, then you probably know by now that CPCs are constantly rising, especially on Google.
To add insult to injury, Google has also changed the budgeting settings in AdWords, making it possible for campaigns to spend up to 200% of their allocated budget.
In other words, it’s becoming more and more expensive to advertise on Google (and I wouldn’t be surprised if Bing followed suit).
If you’re a small- to medium-sized business owner, these rising costs could seriously impact your search campaigns’ ROI.
So what if you decided to just stop running paid search?
Think about it for a moment.
What are you really getting out of your SEM campaigns?
The Cold, Hard Truth About Paid Search (From A Paid Search Expert)
I bet the average non-brand click costs your brand at least $2, but how many of those clicks are actually bringing in revenue for your business?
Sure, you can try cut costs by tightening up your targeting, but in doing so, you’ll significantly reduce your site traffic, and unfortunately, less traffic typically equals less sales.
As someone with a background in managing paid search campaigns, I’m painfully familiar with this double-edged sword.
I’ve worked with clients of all different sizes across plenty of industries, and almost all of them have come to the conclusion that paid search is a necessary, expensive evil.
But what if that’s just what the search engines (cough, cough, Google) want you to think?
Can Organic Traffic Really Eliminate The Need For Paid Search?
Remember, you’re only running a paid search campaign as a way to make sure that your site comes up on the SERP. Why not cut your paid search budget and double your SEO efforts?
Never underestimate the value of your organic traffic!
If you’re familiar with the benefits of content marketing, then you know that a well-executed content marketing campaign can easily provide you with steady site traffic, all without paying for clicks.
Paid Search Doesn’t Guarantee Sales; What It Does Guarantee Is Expensive Traffic
I’m sure your reason for running a paid search campaign is beyond simply driving traffic, but that doesn’t change the fact that traffic is what you’re paying for, whether or not it leads to sales.
Now, I’m not naïve enough to expect you to immediately cease all paid search advertising.
But here’s what I do recommend you do: start changing the way you think about search, and focus on putting more effort into your content marketing.
Post more often on your blog. Share your blog posts more frequently on social. Hold your SEO efforts to a higher standard.
One of the biggest mistakes I’ve seen clients make is expecting paid search to drive the majority of their site traffic. Not only is this an expensive strategy, but it simply isn’t sustainable.
Get The Most Out Of Your Content Marketing
Each piece of branded content you create has the potential to generate unlimited traffic to your site.
Not only will regular posting increase your organic ranking on Google and Bing, but as you continue to share more content, your social media pages will become steady sources of traffic as well.
In addition to regularly updating your blog, make sure you also resurface older posts from your blog’s archive by sharing them on social every so often.
Optimize your images for mobile users to further encourage users to share your posts.
If you truly cover all the bases with your content marketing campaign, you will quickly begin to realize just how much traffic you can capture without even paying for clicks.
What Is Your Advertising Strategy?
Comment below and tell me what tactics you’re currently using for your business. Are you happy with the results you’re getting, or do you think there’s room for improvement? Let’s discuss!