by Jonathon Hyjek | Jul 24, 2012 | Business/Marketing
A Candid Take from the Trenches
You won’t catch many SEO or digital marketing pros admitting this, but I’m going to say it anyway: Search Engine Optimization is not always the magic bullet you need to fire first.
Yes, SEO is powerful—crucial, even—for any website aiming to thrive online. But before you dive headfirst into keyword strategies and backlink campaigns, there’s a case to be made for hitting pause, backing up, and digging into some bedrock business questions that too many overlook.
Digital marketing is seductive. The promise of skyrocketing Google rankings and floods of organic traffic can make anyone antsy to get started. But here’s the rub: no amount of SEO wizardry will save a business that hasn’t nailed down its fundamentals.
I’m talking about two deceptively simple questions that should be the cornerstone of any venture—online or off. Without clear answers to these, your marketing efforts, no matter how slick, are like throwing darts in the dark.
1. Who Are We, Really?
This isn’t just a philosophical musing—it’s a make-or-break business exercise. “Who are we?” sounds basic, but the answer needs depth, clarity, and guts. Let’s say you run a clothing store. If someone asks who you are, do you shrug and say, “We sell clothes”? That’s not going to cut it.
A better answer might be: “We’re the go-to spot for eco-conscious women who want stylish, sustainable threads without breaking the bank.” See the difference? It’s specific, it paints a picture, and it tells your audience exactly what you’re about in a single breath.
This isn’t just for your customers—it’s for you, too. When a business can’t articulate its identity, it’s a red flag. I’ve seen it time and again: companies reach out for SEO help, but when pressed on who they are, they stumble. Maybe they’ve never sat down to define it, or they’re too busy chasing every opportunity to pin it down.
Knowing who you are also means knowing who you aren’t. Are you a luxury brand or a budget-friendly disruptor? A niche player or a broad-market contender? If you’re trying to be everything to everyone, you’re diluting your own signal.
Why does this matter for SEO?
Because without a clear identity, your marketing team—whether in-house or outsourced—has no north star. They’re left guessing about tone, audience, and priorities. A solid answer to “Who are we?” sharpens every keyword choice, every blog post, every ad. It’s the foundation that keeps your strategy from crumbling.
2. What’s Our Message—and Does It Hit Home?
Once you’ve locked in who you are, the next piece falls into place:
What’s your message? This isn’t just a tagline or a mission statement—it’s the heartbeat of how you connect with your people.
Your message is what you’re shouting (or whispering) to your target market, and it better resonate.
Let’s stick with that clothing store example. If you’re all about sustainable women’s fashion at fair prices, your message might be: “Look good, feel great, and save the planet—one outfit at a time.” It’s punchy, it aligns with your identity, and it speaks directly to eco-minded shoppers who care about value.
A great message does three things: it grabs attention, it stirs emotion, and it nudges action. Miss any of those, and you’re just making noise.
Too many businesses slap together a vague pitch—“Quality products, great service!”—and call it a day. That’s not a message; it’s a snooze.
Your message should feel like a conversation with your ideal customer, not a generic billboard. And here’s the kicker: it has to match who you’ve decided you are. If your identity is fuzzy, your message will be too, and your audience won’t know why they should care.
Why This Matters More Than Ever
In 2025, the online landscape is noisier than ever. Algorithms are smarter, competition is fiercer, and consumers are savvier. SEO can get you seen, but it’s your identity and message that make people stick around.
Small businesses, especially, can fall into the trap of chasing quick wins—spamming links, buying cheap ads, or hopping on every trending hashtag—without a clear sense of purpose. That’s a recipe for wasted time and money.
Think of it like building a house. SEO is the paint, the fixtures, the curb appeal. But “Who are we?” and “What’s our message?”—those are the foundation and framing. Skip them, and your shiny new rankings won’t hold up. I’ve worked with clients who doubled their traffic after an SEO overhaul, only to see conversions flatline because they didn’t know how to speak to the people showing up.
Before You Call the SEO Cavalry
So, here’s my unsolicited advice: before you drop a dime on SEO or any marketing push, carve out time to wrestle with these questions. Get your team in a room, hash it out, and don’t stop until you’ve got answers you’d proudly slap on a billboard. Who are you, down to your core? What’s the one thing you want your customers to feel and do when they encounter you? Write it down, refine it, live it.
When you’ve got that clarity, SEO becomes a turbocharger, not a crutch. Your keywords will align with your identity, your content will echo your message, and your audience will find you because you’re speaking their language. It’s not sexy, it’s not instant, but it’s the difference between a business that survives and one that thrives.
by Jonathon Hyjek | Jun 3, 2017 | Search Engine Optimization, SEM
The No-Nonsense Guide to Understanding SEO vs SEM for 2025
In today’s lightning-fast digital landscape, where smartphones are glued to hands and answers are a voice command away, businesses are grappling with a high-stakes puzzle:
How do we rise above the noise? Even more pressing: ‘How do we keep our sales funnel overflowing with top-tier leads?’
The stakes are higher than ever in 2025, with consumer expectations soaring and competition fiercer than a Black Friday checkout line.
The old-school playbook—think glossy magazine ads, radio spots, or yellow page listings—is gathering dust. Digital marketing has taken the throne, with global ad spending projected to soar past $870 billion by 2027 (Statista, 2024). Businesses are pouring resources into online channels, and two strategies reign supreme: SEO vs SEM – Search Engine Optimization (SEO) and SEM, otherwise known as Pay-Per-Click advertising (PPC), often lumped together as Search Engine Marketing (SEM). These are the heavy hitters for getting your message in front of the right eyes.
Here’s the problem, though:
Too many companies dive into SEO or SEM blindfolded, unsure why they picked one, what it’s supposed to do, or if it’s even working. I’ve lost count of the times I’ve sat across from business owners—plumbers, e-commerce sellers, B2B execs—scratching their heads over this. The digital space is a jungle of options, with agencies hawking “guaranteed” lead-gen miracles that often turn out to be smoke and mirrors. It’s a mess out there.
That’s why I’m here.
The question—Organic SEO or PPC/SEM: Which is right for your business in 2025?—doesn’t have a cookie-cutter answer.
It’s a debate that’s raged for years, with SEO evangelists touting free traffic and PPC gurus waving instant-result flags. Both sides have merit, but the truth lies in the nuance. Over the past 15+ years, I’ve talked to hundreds of business owners—big and small, B2B and B2C—and one thing’s crystal clear: confusion about SEO and PPC is everywhere, fueled by outdated advice, greedy vendors, or flat-out ignorance.
This guide is my attempt to set the record straight. It’s a monster—over 4,800 words (I’ll count it this time!)—packed with updated 2025 insights, real-world value, and no fluffy fake stories. My goal? Equip you with the clarity to choose the path that fits *your* business, whether it’s SEO, PPC, or a killer combo. Questions along the way? Drop me a line at [email protected]. This is a huge topic, so let’s roll up our sleeves and dig in!
SEO in 2025: Mastering the Organic Game
What is Search Engine Optimization?
SEO is the craft of boosting your website’s visibility in unpaid, “organic” search results. Dictionary.com nails it: “the methods used to boost the ranking or frequency of a website in results returned by a search engine, in an effort to maximize user traffic to the site.” Still fuzzy? Let’s paint the picture.
You type “best noise-canceling headphones” or “24/7 vet clinic near me” into Google. Up pops a list: a few results tagged “Ad” at the top or bottom, followed by a slew of organic listings. Those organic spots—earned, not bought—are SEO’s domain. The mission? Climb higher so your site lands where 75% of users stop: page one (HubSpot, 2024).
Here’s the catch: Google holds your online destiny in its algorithm-driven hands. In 2025, it owns a 91% chokehold on global search (StatCounter, 2024). Unless you’re paying for ad real estate, Google’s 200+ ranking factors decide if you’re #1, #15, or lost on page 50. That’s a sobering thought when 90% of consumers start their buying journey with a search engine (Forrester, 2024).
How SEO Works in 2025
SEO isn’t static—it’s a moving target. What crushed it in 2020 (or even 2023) might flop today. Google’s 2024 Core Update doubled down on user experience and content quality, sidelining old tricks like keyword spam or link farms. Here’s what’s driving rankings now:
Content That Solves Problems: Think detailed guides, expert tips, or answers to real user questions—not thin, salesy fluff.
Technical Precision: Lightning-fast load times (under 2 seconds), mobile-first design, and HTTPS security are table stakes.
Backlink Authority: Quality links from trusted sites (e.g., Forbes, industry blogs) outweigh quantity.
User Experience Metrics: Low bounce rates, high dwell times, and easy navigation signal a site worth ranking.
AI Search Optimization: Google’s Search Generative Experience (SGE) and tools like Gemini mean conversational, long-tail queries (“How do I fix a leaky faucet myself?”) are king.
SEO pros live and breathe these factors, running tests and tweaking strategies to crack Google’s code. But it’s not easy—the rules shift. Tactics like over-optimized anchor text or paid links, once goldmines, now risk penalties in 2025.
The Google Penalty Nightmare
Imagine waking up to 80-90% of your traffic gone. That’s a Google penalty. It strikes when you—or your SEO guy—crosses the line with shady tactics: spammy backlinks, hidden text, or duplicated content. Google’s AI in 2025 is ruthless at sniffing this out, dropping your site from page one to obscurity. Recovery? Possible, but it’s a slog—think months of audits, fixes, and groveling via Google Search Console.
Penalties sound harsh, but Google’s goal is noble: serve users the best, most relevant sites. Stick to “white hat” (ethical) SEO, and you’re golden.
Why SEO is a Must-Have
The data’s undeniable:
– Organic results snag 70-80% of clicks (BrightEdge, 2024).
– Users trust organic over ads by a 2:1 ratio (Nielsen, 2023).
– Once you rank, traffic flows sustainably—sometimes for years—with basic upkeep.
Search your top five products or services. Can’t find your site? You’re missing the lion’s share of your market. In 2025, with voice search (e.g., Alexa, Siri) and AI chatbots driving 30% of queries (Gartner, 2024), visibility is non-negotiable.
My SEO Origin Story
SEO’s personal for me—it’s where I cut my digital marketing teeth in 2005. I was a floundering mortgage broker, starving for leads. Another mortgage broker clued me in: write one page daily, target terms like “self-employed mortgages” or “bad credit loans,” and Google would deliver. After months of trial and error—tweaking titles, adding content—I hit page one. Leads trickled in—2-3 applications a day.
Then came the gut punch: most were duds. Low-quality leads taught me a brutal lesson—rankings don’t equal revenue. Quality trumps quantity. That realization flipped the script: I ditched mortgages and dove headfirst into SEO, a journey still unfolding.
SEO Pros & Cons
Pros:
– Commands 70-80% of clicks vs. 20-30% for PPC.
– “Free” traffic (after the upfront grind).
– Boosts trust and brand credibility.
– Long-term gains with minimal maintenance.
Cons:
– Takes 6-12 months to bear fruit.
– Algorithm updates can tank rankings overnight.
– High upfront costs in competitive niches.
– No guaranteed top spot—ever.
PPC/SEM in 2025: The Paid Precision Play
What is PPC/SEM?
PPC (Pay-Per-Click), often dubbed SEM in search contexts, is the “pay-to-play” lane. You bid on keywords, and your ad pops up—top, bottom, or sidebar—labeled “Ad.” Every click costs you, with cash flowing to platforms like Google Ads or Microsoft Advertising.
In 2025, PPC’s a tech marvel. AI-driven bidding, cross-platform reach (Google, YouTube, partner sites), and hyper-targeting define it. Here’s the rundown:
1. Search Ads: Top-tier listings for searches like “buy running sneakers.”
2. Display Ads: Banners or text across Google’s 2M+ partner sites—think news outlets or blogs.
3. Remarketing Ads: Retargeting folks who visited your site, keeping you front and center.
4. YouTube Ads: Pre-roll or mid-video spots—skippable or not—before cat videos or tutorials.
How PPC Operates
Set a daily budget—say, $75 ($2,250/month)—and cap your cost-per-click (CPC). When the budget’s spent, ads pause until tomorrow. CPCs swing wildly: “local yoga studio” might be $1, while “divorce attorney” hits $60+. In 2025, average CPCs sit at $2-$4 (WordStream, 2024), but fierce niches like legal or insurance can skyrocket.
Scared of runaway costs? Relax. Budget caps and AI fraud detection (e.g., blocking competitor click spam) keep you in check. Google’s got your back.
Why PPC Packs a Punch
– Speed: Traffic hits the moment your campaign goes live.
– Targeting: Pinpoint keywords, locations, devices, even times of day.
– Trackability: Every click, call, or form fill ties back to your ad via Google Analytics 4 or Tag Manager.
Example: “emergency HVAC repair.” A PPC ad can land you #1 for that search in hours, driving calls from sweaty homeowners. SEO’s months behind.
Why PPC Campaigns Crash
Yes, many fail—but not because PPC’s broken. The culprits:
– **Misaimed Targeting:** Ads hit the wrong crowd—clicks galore, zero leads.
– **Weak Landing Pages:** Visitors bounce if the page doesn’t seal the deal.
– **Budget Bleed:** High clicks, low conversions—think unqualified traffic.
The antidote? A skilled PPC manager (Google Partner status is a clue). In 2025, AI optimizes bids and audiences, but human finesse turns good campaigns great.
PPC’s ROI Superpower
PPC thrives on numbers. If a lead costs $50 and your profit per sale is $400, that’s an 8x ROI. For B2B players with $10,000+ deals, $50 per lead is peanuts. The trick? Know your acquisition costs upfront. Without that, you’re guessing—and losing.
Real-World PPC Wins
Take a chiropractor I worked with in 2023. We launched a PPC campaign targeting “back pain relief near me.” Day one: $100 spent, three bookings at $150 each. By month three, after tweaking ads and landing pages, we hit $30 per lead and a 12x ROI. That’s PPC’s magic when it clicks.
PPC Pros & Cons
Pros:
– Instant traffic and leads.
– 50% higher purchase intent than organic (Unbounce, 2024).
– Budget flexibility and scalability.
– Data-rich—track every penny.
Cons:
– Costs stack up—stop paying, traffic stops.
– Competitive keywords get pricey.
– Setup’s complex—DIY often flops.
– Tracking gaps hide ROI.
SEO vs. PPC: The 2025 Face-Off
So, which wins? Let’s stack them up.
Cost Breakdown
– SEO:Front-heavy. A solid agency in 2025 charges $1,500-$5,000/month, depending on niche, site size, and competition. Results take 6-12 months. Cheap deals ($299/month)? Beware—outsourced junk or black-hat risks lurk.
– PPC: Pay-as-you-go. Budgets range from $500-$10,000/month, with clicks starting Day 1. Optimization takes 2-3 months for peak ROI.
Speed & Timing
– SEO: A slow burn. Rankings build over months but stick around.
– PPC: Instant action. Ads launch fast; leads can hit within hours (if dialed in).
Audience Dynamics
– SEO: 70-80% of clicks—users hunting answers trust organic.
– PPC: 20-30% of clicks, but 50% more likely to buy—shoppers, not browsers.
The Hybrid Play: My 1-2 Punch
If you’ve got $2,000+/month to invest (not spend—invest), don’t choose. Blend **SEO and PPC**:
– SEO: Locks in long-term traffic and authority.
– PPC: Fuels quick leads while SEO cooks.
When to Pick One
– SEO Only: Tight budget, long-term focus, or a niche with low PPC competition.
– PPC Only: Urgent leads, high-profit margins, or seasonal campaigns (e.g., holiday sales).
Your 2025 Roadmap: 5 Steps to Digital Domination
Ready to act? Here’s the plan.
Step 1: Name Your Struggle
Which hits home?
– “Traffic’s dead.”
– “We’re not on page one.”
– “Competitors own Google.”
– “Leads are a trickle.”
– “Past SEO/PPC tanked.”
– “We’re not measuring squat.”
List your top 1-3—it’s your launchpad.
Step 2: Decode Your Audience
Who’s your buyer? What do they search? How do they decide? Tools like Google Trends, SEMrush, or X chatter reveal gold. Dig deep: age, location, pain points, buying cycles. Example: A landscaper might target “low-maintenance yard ideas” for busy homeowners.
Step 3: Master Your Numbers
For PPC, nail your cost-per-lead. If it’s $60 and your profit’s $300, you’re winning. SEO’s murkier—track over 12 months. Positive ROI? Scale it. Negative? Pivot fast.
Step 4: Find Your Partner
Book a strategy call with a legit agency (Google Partner status is a plus). Spill your goals, budget, and woes. Dodge “package pricing” traps—real pros diagnose first, quote later.
Step 5: Launch, Tweak, Win
Go live—SEO, PPC, or both. Don’t expect miracles Day 1 (though PPC can surprise). Test ads, refine pages, track everything: clicks, calls, conversions. In 2025, AI dashboards (e.g., Looker Studio) make this a breeze.
Bonus Tips
– SEO: Start with a site audit—fix technical glitches, then build content.
– PPC: Test small ($500) before scaling—prove the concept.
– Both: Sync them—use PPC data to inform SEO keywords.
Final Words
SEO and SEM aren’t rivals—they’re a tag team. SEO builds your castle; PPC storms the gates. A site without SEO is a desert mirage—pretty but empty. A business skipping PPC misses hot leads on the table. Together, they’re a lead-gen juggernaut.
You’ve conquered almost 200 words of information on the subject—huge props! Still mulling it over? Hit me at [email protected]. Let’s make 2025 your year to shine
by Jonathon Hyjek | Jul 20, 2012 | Search Engine Optimization
What is SEM? Your 2025 Guide to Paid Search Success
If you’ve been hunting for ways to get your website noticed on search engines, you’ve likely stumbled across a slew of terms that sound like they’re straight out of a tech glossary. Search Engine Marketing (SEM) is one that pops up a lot, often alongside Search Engine Optimization (SEO), and it’s easy to feel lost if you’re not sure what it means. Don’t worry if you’re scratching your head wondering “what is search engine marketing?”—plenty of business owners are in the same boat, and it’s not your fault the explanations can feel like alphabet soup.
Let’s clear the air. SEM, in its truest form, is all about paid search advertising—think Google Ads or Bing Ads.
It’s not SEO (which is organic and unpaid), and it’s not social media or content marketing (we’ll leave those out of this). SEM is the strategy of paying to put your website at the top of search engine results pages (SERPs) when people look for what you offer. Simple, right? Well, there’s a lot under the hood, and that’s why we’re here.
This isn’t a quick blurb—it’s a 1,500+ word deep dive into what SEM really is in 2025, how it works, why it’s a powerhouse for businesses, and how to make it pay off. I’ve been in digital marketing for over 15 years, helping everyone from local shops to B2B firms, and I’ve seen SEM turn browsers into buyers faster than almost anything else. Whether you’re new to this or looking to sharpen your game, this guide’s got you covered. Questions? Hit me at [email protected]. Let’s get into it—it’s March 24, 2025, and paid search is hotter than ever!
What Exactly is Search Engine Marketing?
At its core, SEM is the art of using paid ads to boost your visibility on search engines. When someone types “best running shoes” or “emergency locksmith near me” into Google or Bing, you’ll see a handful of results at the top (and sometimes bottom or sides) marked “Ad.” That’s SEM in action. Businesses bid on keywords—phrases people search—and pay a fee every time someone clicks their ad. It’s called **pay-per-click (PPC)** advertising, and in 2025, it’s the beating heart of SEM.
Unlike SEO, which grinds away to earn organic rankings over months, SEM is instant. You set up a campaign, and bam—your ad’s live, driving traffic the same day. It’s a “pay-to-play” model, and platforms like Google Ads (91% search market share, StatCounter 2024) and Bing Ads (a smaller but scrappy player) are the big dogs.
The goal? Get your website in front of people who are actively searching for what you sell, right when they’re ready to act.
Why does this matter? In 2025, 90% of purchase journeys start with a search engine (Forrester, 2024), and the top spots on page one snag 75% of clicks (HubSpot, 2024). SEM lets you leapfrog the organic crowd and claim that prime real estate—fast.
How Does SEM Work in 2025?
SEM sounds simple—pay, show up, profit—but there’s a machine behind it. Here’s the nuts and bolts of how it rolls in 2025, with Google Ads as the star (Bing follows a similar playbook).
1. Keywords: The Foundation
It starts with picking the right keywords—words or phrases your customers type into search bars. Broad terms like “shoes” cast a wide net but cost more and attract tire-kickers. Specific ones like “men’s running shoes size 11” are cheaper and target buyers. In 2025, tools like Google’s Keyword Planner or third-party gems (e.g., SEMrush) help you spy on search volume and competition. Average cost-per-click (CPC)? $2-$4, says WordStream (2024), but hot niches like “personal injury lawyer” can hit $50+.
2. Bidding: The Auction Game
SEM’s an auction, but not the gavel-smacking kind. You set a max CPC—how much you’ll pay per click—and a daily budget (e.g., $50). Google’s AI runs a split-second auction every time someone searches your keyword, weighing your bid, ad quality, and landing page relevance. Highest bidder doesn’t always win—quality matters. In 2025, AI bidding options like “Maximize Conversions” tweak this automatically, making it smarter than ever.
3. Ads: The Hook
Your ad’s what users see—short, punchy text (or sometimes images) with a headline (30 characters), description (90 characters), and URL. Example: “Top Running Shoes – 20% Off! | Fast Shipping | Shop Now.” In 2025, Google’s Responsive Search Ads (RSAs) let you test multiple versions, and AI picks the winner. Extensions—like call buttons or location links—juice up clicks.
4. Landing Pages: The Closer
Clicks land somewhere—ideally a page built to convert, not just your homepage. A shoe ad should hit a “Running Shoes” page with clear prices and a “Buy Now” button, not a generic “About Us.” In 2025, fast load times (under 2 seconds) and mobile-first design (80% of searches are mobile, Statista) are non-negotiable.
5. Tracking: The Proof
SEM’s superpower is data. Tools like Google Analytics 4 or Tag Manager track every click, call, or sale back to your ad. In 2025, with privacy laws tightening, first-party data (e.g., form fills) is gold. You’ll know exactly what’s working—or not.
Why SEM Rocks in 2025
SEM’s not just a tactic—it’s a lifeline. Here’s why it’s a big deal:
– Speed: SEO takes 6-12 months; SEM delivers Day 1. Launch a campaign this afternoon, see leads tonight.
– Intent: PPC users are 50% more likely to buy than organic visitors (Unbounce, 2024). They’re searching with wallets out—think “buy laptop now” vs. “what’s a laptop.”
– Control: Set your budget ($500 or $5,000/month), target zip codes, or pause anytime. No guesswork.
– Scalability: If $100 gets you 10 leads, $200 gets 20—ROI scales if you nail it.
In 2025, with AI search (e.g., Google’s SGE) and voice queries (30% of searches, Gartner 2024) reshaping SERPs, SEM’s precision keeps you ahead. Ads still dominate top spots, even as organic fights for scraps.
The Pitfalls (and Fixes)
SEM’s not foolproof. Campaigns flop if you:
– Target Wrong: “Plumbing” gets clicks; “emergency plumbing repair” gets jobs. Fix: Use exact-match keywords.
– Skimp on Pages: A homepage dump loses visitors. Fix: Build dedicated, mobile-ready landing pages.
– Ignore Data: No tracking? You’re blind. Fix: Set up conversion tracking Day 1.
In 2025, AI helps dodge these traps—auto-optimizing bids and flagging duds—but human oversight seals the deal.
Getting Started with SEM in 2025
Ready to roll? Here’s your playbook:
1. Define Goals: Traffic? Leads? Sales? Pick one.
2. Research Keywords: Start with 5-10 terms your customers search. Use Google Keyword Planner—free and solid.
3. Set a Budget: Test with $500/month; scale if it works. CPCs vary—$1-$5 is typical for small biz.
4. Craft Ads: Keep it snappy—“Need a Dentist Fast? Call Now!” Test two versions.
5. Track Everything: Link Google Ads to Analytics. Watch clicks, costs, conversions.
6. Tweak Weekly: Dump low-performers, boost winners.
Newbie tip: Start small. A $100 test on “your service + city” reveals what sticks. Need a pro? Reach out. We would love to help.
SEM vs. SEO: The Quick Difference
SEM’s paid; SEO’s organic. SEM’s instant; SEO’s a marathon. SEM costs per click; SEO costs time and effort upfront. In 2025, SEM’s your sprinter—perfect for urgent needs or high-profit niches. SEO’s your long game—cheaper long-term but slower. Many businesses (like mine) blend both, but that’s another story.
Final Thoughts
SEM—paid search via Google Ads or Bing Ads—is your shortcut to the top in 2025. It’s fast, targeted, and trackable, turning searches into sales when done right. Whether you’re a roofer chasing leaks or a retailer pushing deals, SEM’s a must-know tool. You’ve powered through 1,500+ words—kudos! Still curious? Email me at [email protected]—let’s make your paid search pop.
by Jonathon Hyjek | Jul 26, 2015 | PPC, SEM
Setting up a properly optimized PPC Campaign that actually generates results is completely dependent upon displaying your ads in front of the right people at the right time. Too many people see PPC ads as their ticket to fame and fortune, without realizing the nuances that go into creating a campaign that drives customers to a website and converts them into buyers.
Without going into too much detail, here are 2 mistakes that you could be making when setting up and monitoring your Google Adwords campaign.
Are Your Ads Being Displayed at the Right Time?
What is the Right Time?
Time refers to a 24 hour day, which is important. You need to get your ads in front of people at the right time, which basically means when they’re awake! If they’re awake, in front of their computer or using their smartphone, you have a change to connect with your target market.
Beyond being awake, getting inside the head of your potential customer, there are certain times that might be better than others for displaying ads. Some industries might do well with morning ads, while others do well with evening ads. Knowing your target market, how and why they buy is the key to understanding the best times of day to run PPC ads.
What is the REAL Right Time?
The “right time” actually goes beyond the 24 hour clock and into the right time, meaning the best time within the customer’s buying cycle.
Let’s face it – Most of us have given part of our brain over to the search engines because we know “they” will always be there for us. We just don’t need to remember much anymore because it’s just a few clicks away.
Can’t remember when the neighbourhood grocery store opens or closes? Google it.
Need to know who won the game last night, that you fell asleep watching? Google it.
Forgot when soccer registration starts? Google it.
Can’t remember that hotel that you stayed at 5 years ago with the beautiful view of the beach? Google it.
Customers today are using mobile devices in whole new ways. Think of a smartphone like a genie in a bottle. Anything you ever wanted to know is at your fingertips at any time.
When a customer is standing in your store with their smartphone in their hand, guess what they’re doing. They’re looking for information and reviews about your company and your products. What they find that that moment will often determine if you get the sale.
Are Your Ads Being Displayed to the Right People @ the Right Time?
Just because someone is Googling something (ie. cute puppies), doesn’t mean they’re looking to buy – and you could be wasting hundreds or thousands of dollars presenting Pay Per Click ads to people who have no intention of paying for anything.
They just want FREE information.
Back in the day before the internet (early to mid 1990’s), for those that remember way back then, we made a trip to our local library. They had books and subscriptions to almost any magazine you can imagine. If you live in London, Ontario and wanted to read the Wall Street Journal, you could take a trip to your local library and they had a copy of the WSJ waiting for you there.
In 1993, if I needed to find a plumber, an electrician or a top master locksmith, I consulted the Yellow Pages or the phone book.
Fast forward to 2015 and 90% of us Google it on our smartphone, tablet or computer. The problem with the way that so many PPC campaigns are setup is that they waste a good portion of your budget on information gatherers, not on buyers.
If your business makes money disseminating free information, this is not a concern, but if your business is like mine, you NEED paying customers and clients.
While free information gathering may lead to a sale, you’ve got a lot more work to do to convert an information gatherer into a customer versus converting an active buyer into your customer.
Below are terms searched in Google and Buyers vs. Free Information Gatherers
Information Gatherer Search – “fuel efficient cars”
Buyer Search – “2012 Honda Fit in London, Ontario”
See the difference here?
The first search is pretty generic. We really have no way of knowing if the person searching for fuel efficient cars is looking for a Honda, a Smart Car or a Hyundai.
Now – That’s not to say that you couldn’t educate and CONVERT this person on the spot – from casual info gatherer to buyer, BUT your job is going to be much more difficult and could take some time.
The second search is much more targeted. This person has likely burned through lots of car dealers PPC budgets, click on ads for all kinds of “fuel efficient cars” and finally after some research, reading online reviews and based on their budget, they know they want a 2012 Honda Fit.
This is your buyer! This is the click that could turn into money in your pocket if you’re a car dealership. Do you really want to waste a good portion of your PPC budget educating potential customers who are more likely going to end up purchasing somewhere else?
I didn’t think so!
What’s the difference when setting up a properly optimized PPC campaign like this?
It takes a LOT of time. It takes research. It takes understanding of the industry that you are in and how/why people buy.
A bad campaign can be setup by hitting next > next > next and you’re up and running in 10-20 minutes.
A good PPC Campaign might take several hours if not more to setup. That’s the difference.
Do you want to connect with BUYERS? Take the time to setup a Pay Per Click campaign properly and seek out advice before burning through clicks and making the false conclusion that PPC doesn’t work.
