The sole purpose of marketing, advertising and SEO of any kind is to generate leads and get those much-needed visitors. If you can convert that traffic into sales then all the better, but the starting point will always be having effective lead generation techniques in place that can tempt people into action. In the past one of the most widely-used options was PPC, but is its popularity and effectiveness as a whole falling?
In a word, yes. In order for it to be successful it requires a significant investment, both in terms of time and cash, and the pay-offs aren’t always going to replicate the amount spent. You need to spend a great deal of time researching the keywords you need to target before going on from that to decide how much you want to spend, and on-going maintenance can be equally as time-consuming. Then there’s the fact that mistakes can be costly—you’re spending a lot of your marketing budget on something that may not have a hugely beneficial result, and the cost of clicks can quickly add up to make it wholly unprofitable.
A recent survey has indicted that most marketers place PPC at the bottom of the pile in terms of lead generation, with SEO and even social media far outweighing its success rates. This means that more modern techniques should always be implemented, and whilst PPC can still have its uses it’s often best to spend your time on techniques that have more potential. Make sure to strike the right balance so you get the most beneficial outcome—these days concentrating on SEO and social media can be far more lucrative than spending huge amounts of time and money on PPC, so if you’re still viewing it as a key technique it could be time to think again.
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