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Pay to Rank, Why Paid Search for Digital PR?

By Jason Poulos (@TheSaganaki)

I have touted the powers of organic search and how SEO can leverage your clients initiatives but what about paid search? Can paid search help further your client’s message? Below are a few reasons why Google AdWords should make it into your Digital PR campaign.

(Unfamiliar with AdWords? Check out the video to the left)

Search is a Pull Medium

A user engages a search engine because they are actively looking for content. This simple yet core concept makes a huge difference compared to other advertising and digital mediums. Traditional ads and banner ads are a push medium that try to push a message to an audience. With potential visitors looking for content in a search engine, it’s necessary to be found where they are looking. It’s a pretty simple idea and it makes sense but this idea doesn’t seem to penetrate PR campaigns as often as it should.

Accurate Ad Targeting

Unlike traditional advertising, the targeting in Google AdWords can get really specific which is a huge asset. Having a wide variety of targeting credentials allows for accurate ad placement. This precise targeting ensures that you are delivering your client’s content to the intended audience. In AdWords you can target searches for specific geographic locations, languages, age groups, gender, time of day and mobile devices.

Set Your Own Budget

AdWords are Pay Per Click (PPC) so you only get charged when someone clicks on your ad. On top of this, you also have control over how much that click costs. Low competition terms can start around fifty cents per click and higher competition terms could be as high as fifteen or twenty dollars a click. You can control budget by how many different keywords you bid on, the more keywords you bid on, more budget will most likely be required. Targeting fewer more specific keywords is an easy way to lower expenses.

This concept of setting your own bids based around keywords combined with accurate targeting is a great way to get traction for clients who may not have extensive digital budgets.

Instant Results

Fully implementing an organic search campaign is a timely investment. Even once the site is “fully optimized” it can take weeks for Google to re-index and re-rank your website. When trying to act fast or run a quick promotion, paid search is nimble and can start delivering results as soon as it’s launched. Not only can paid search campaigns get launched really quickly but they can also get turned off in an instant. Paid search only works when you tell it to work, as soon as you turn of the campaign, clicks stop which will inevitably save some budget.

Support Organic Results

If your site is already optimized and it ranks well in organic search, paid search can be used to help “dominate the results page.” Having your brand in multiple areas of the results page will give searchers a greater opportunity to interact with your message. Some might think that this is overkill  but this study found out that paid ads have a higher click through rate when an organic listing for the same site showed up. Ads had a lower click through rate when organic listings for the same site weren’t displayed. Not only is there a physical presence on page when organic and paid search are combined but this combination also effect in a user’s decision making process.

About Jason Poulos:

With a degree in communication design from VCU as well as experience in web development and digital marketing, Jason brings a unique blend of assets to PadillaCRT. In 2012 Jason helped win 4 awards for his SEO work on PureCanadaMaple.com. Outside of his digital work, Jason enjoys brewing his own beer and restoring his1970 Chevrolet Nova. Jason is a new father and enjoys spending time with his family and his 150-pound English Mastiff.

6 Comments on “Pay to Rank, Why Paid Search for Digital PR?

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