If you are a webmaster you are all too aware of the cost associated with running a PPC campaign and having to pay for keywords each month. In fact this is one of the most persistent email topics we get on this site. A lot of the people emailing us explain just how good it is that they have been able to reduce or completely stop their PPC and focus on organic results and I must hasten to say here that while this is good that’s not what HelpMySEO is all about.
In fact we very much advocate running a PPC campaign and being part of Google’s ability to advertise your goods for many different reasons which make very good sense so let’s go and see what these reasons are:
1. Google is focused, as a company, to maximizing the reach of its advertising network to as many potential buyers as possible in as many different ways as possible. To achieve this it has bought advertising spaces in newspapers networks, airtime in radio and TV networks and it is steadily and carefully expanding in mobile networks with its bid to buy a certain bandwidth and its development of the Android operating system for mobile phones.
2. When it comes to reaching a mass audience cost effectively Google’s AdWords advertising network is still the best bet.
3. Google’s advertising program can help you in moments when your site is performing badly and you absolutely need it to be there for specific keywords in a specific moment in time.
Google’s foray in the mobile market with its very robust and user-friendly Android Operating system is a strong signal that the search giant is looking to expand its reach in subtle but powerful ways.
If newspapers and the radio are not enough consider that Google has partnered with EchoStar to experiment with the creation of a set-top box running an operation system very much like that of the Android one. This is still unconfirmed at the time of writing but Google has not denied the rumor.
A system like that would allow TV advertisers much better control of which ads are aired, to whom and when and it would give Google an unparalleled opportunity to tie in web, mobile phones and TV in one giant medium where search and advertising are met, primarily, by Google.
What does this mean for you as webmasters running sites on tight budgets? It’s simple, optimize your sites like hell but learn to experiment with and finetune your Google Adwords for the best return on your investment (ROI), the experience will serve you later on when you really need it.
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I’ve led the discussion on how social media and SEO are changing the processes we use to work and live, online, with the publication of my book ‘The Social Media Mind’. I combine experience in journalism and blue-chip corporate management with a penchant for explaining complex issues in simple terms. Contact me for media interviews, presentations and panel discussions
