No. 4 spot, you can save money and still
get excellent results. For example, with a
budget of $500 per month, you will likely
see 100,000 impressions that generate
1,000 clicks a month. That's only $.50 per
click to generate 1,000 potential buyers!
Myth #4 - Driving traffic to my
home page is good enough.
THE TRUTH: In this mobile world,
consumers demand instant access to
information. If they can't find what they're
looking for within three clicks, they move
on to the next website. That's why it's
important that when a consumer clicks
on your ad, you direct them to a page on
your website that most closely matches
their original search, not your home
page. For example, if your PPC ad is for
Toro Lawn Mowers, anyone who clicks
on your ad should be taken immediately
to the Toro product page at a minimum
and, if possible, to the page featuring
lawn mowers. No extra clicks, no endless
navigation on your website to find what
they're searching for.
Myth #5 - No need for PPC
when I have good Search Engine
Optimization (SEO).
THE TRUTH: There's a good reason
why combining SEO and PPC is the way
to go. Research shows that 60 percent of
consumers will bypass paid advertising and
click on organic results. Why miss out on
the 40 percent that click on paid listings?
Even if your website has high organic
rankings for your most popular keywords,
utilizing PPC will allow your website to
show up twice on the first page of the
search engine results — once in the paid
ad area and once in the organic area! PPC
also allows you to target keywords on your
website that are producing high organic
search engine rankings. (More about SEO
in next month's article.)
Research shows that 87 percent of
search engine users don't navigate beyond
the first page of results on Google,Yahoo,
Bing or other search engines. Investing
in Search Engine Marketing is essential
to drive new, qualified traffic to your
website and store. Used correctly, PPC
advertising will get you noticed and ensure
that buyers, who are looking for the very
products you sell, find your website. OPE
Blane Vik is Search
Engine Marketing
Manager at ARI,
a provider of
technology-enabled
business solutions for
dealers, distributors
and manufacturers
in the outdoor power equipment,
powersports, automotive tire and wheel,
marine, RV and white goods industries.
Products and services include eCommerceenabled websites, lead generation,
lead management, Search Engine
Optimization, Search Engine Marketing,
and eCatalogs (parts, garments, and
accessories).Vik can be reached at vik@
arinet.com or (414) 973-4346. For more
information, visit www.arinet.com.
OUTDOOR POWER EQUIPMENT
JUNE 2013
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