Pay Per Click- Return On Investment
Some of my clients have pay per click campaigns and others don’t. I find it fascinating to listen the their varying perspectives.
Here is a great example: www.Baysidelimo.com came to me because they want to stay on top of the search engine results
pages for limousine services. The inauguration is coming up and they still had a few cars left that have not been booked. Their service is superior. They are the most professional and enjoyable limousine services I have used. People are coming from around the world who have never heard of Baysidelimousine. So the question is how to capture this target marketing in the least amount of time.
Organic marketing takes both talent and time. With only a month before the inauguration, there must be a decision whether to spend the time and money marketing the site for a keyword phrase” inauguration limousine ” , which is only used every four years.
I would make a lot of money if I took the project and handed a huge Organic marketing rush job to my staff, but the results may not come quick enough and the return on investment is not there. I told the owner of Baysidelimo that after the marketing was done that they would be left with numerous valuable inlinks, but we would be promoting the site for a keyword that is seldom used.
Understanding keyword research and the value of both Organic and paid marketing is essential not only to dominate a market, but for survival.
In the case of Baysidelimo, they had enjoyed significant revenue for many years and built an empire. They did not work to maintain the marketing of their website, as their superior service and top Internet search rankings kept them on top.
Lack of new content on their site caused their site to fall in the rankings. Here is an exemplary company that is not getting ranked well on the Internet, not because they aren’t a superior company, but because they did not realize the value of staying in touch with both Organic and pay per click Internet marketing.
Please contact Bayside Limo to book your reservation 410-549-0413. They know how to navigate around Washington DC and surrounding areas. This is not the type of event in which you want to rent a car. Traffic is going to be backed up for miles and if you don’t know which roads are closed and the best way to get where you are going, you may miss your events.
The owner said that he was concerned that he would become reliant on pay per click. I said not to worry. Pay per click can help generate immediate revenue that you can use for long term viability.
In addition, when you do a good job or sell a good product there are often repeat customers and new customers by referral. The cost per lead drops when it goes from a single purchase to many purchases.
It is essential for all companies to have a healthy balance of new customers, to cover those lost through attrition. Companies must have enough business to cover both their fixed and variable costs or they will find themselves going down with the ship.
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