There are two primary methods to target search engine traffic, Pay-Per-Click advertising also know as PPC and Organic Search advertising. Because it is a relatively recent form of advertising, many online business owners do not understand the meaning of the term “pay-per-click advertising,” nor do they realize its enormous potential for increasing their online presence and bringing more traffic to their websites. Even those who understand basic search engine marketing techniques sometimes fail to make the distinction between pay-per-click ad campaigns and organic search engine optimization.
What is Organic Search?
Organic search listings are the natural listings that accrue from when a search engine spiders your website, and they are provided to users when a keyword is entered into a search engine. The listings are not paid, they are links to the websites that the search engine has determined to be the most accurate matches for the keywords entered. The goal of the search engines are to deliver the “most accurate” results for the search terms.
What is Pay-Per-Click Search?
Pay-per-click advertising is the placement of an ad on the search results page triggered by specific keywords. Dealers pay nothing to appear on the results page, you only pay the amount agreed to (or bid for) when someone actually clicks on the ad. The term “pay per click” means just what it says: the advertiser pays each time a visitor clicks on the ad.
Why should I use PPC
Many dealerships believe that because they already list high in the organic search, they do not need to spend money for PPC. This is far from the truth, while it is very important to have your dealership listed high in the organic search results, you can easily target customers that may not see your organic search.
Hopefully your dealership appears in the organic search when your dealerships name is searched, but there are thousands of search terms related to your business and there is no way you can be listed organically with all of them. For example, go to Google and Google a few keywords related to your business.
First Google your company’s name, hopefully you are listed number one and have organic ad’s throughout the first page or two.
Google your franchise brand and your city, you should appear at the top and maybe in a few places on the first page.
Now google your franchise brand and a neighboring city, Is your dealership listed?
Now try your city location, but with a competing franchise brand, anything?
Google a make and model vehicle that you have in stock, does your dealership appear in the organic search results?
Try Googling your competition, is your dealership listed anywhere?
Maybe it’s time to rethink your organic adverting plan. It is possible to get your dealerships name listed organically with all of the search options above, but to be listed organically with every combination of keyword search term is impossible.
Advantages of PPC
This is where Pay-Per-Click advertising shines. You can target specific keywords such as surrounding cities, vehicle make / models and even your competition. PPC’s flexibility and immediate visibility keep your ads where customers are looking most.