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The word on the street is PPC (known as pay per click advertising on search engines like Google) is expensive.

Would you agree, expensive is relative to the return on investment?

Marketing is about testing strategies, tactics and channels to figure out what works best.

I often hear business owners and marketing leaders say they would rather invest their budget to rank on the organic (“free”) listing on the search engines rather than pay for ads forever.

Here are my thoughts about that:

1. How do you know which keywords to focus on for better rankings?

2. How do you measure the dollar investment into getting better rankings?

3. How do you estimate the turnaround time of your investment into organic rankings?

4. How do you know if your website is set up properly to convert users clicking on your organic listings?

5. Even after you successfully rank on specific keywords on the first page of the search engine, what guarantee do you have that your website will continue to rank long term?

PPC ads give you the testing ground to methodically test and figure out what works and what doesn’t.

1. Test out which keywords drive the highest ROI. Focus on your top 100 keywords and make your way down to the top 10.

2. Easily measure ROI from clicks with the B2Bx technology stack. Dollars spent vs dollars earned.

3. Once you enable the campaigns, your ads go live. Tweak your bids to hit the top spot on Google. Watch the clicks and conversions come through.

4. With your control over the paid ads, your team can now test the elements of your website to increase your conversion rate.

5. Now that you know which keywords generated the highest ROI and have full control over the buyer journey, you can decide, if you even want to invest in ranking organically for these keywords? Is it possible for my website to rank on the first page of Google within a specific time frame?

I would love to hear about your experience with investing in Paid ads vs Organic listings. Share your comments below.

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