PPC is a measurable, reliable source of traffic. It’s easy to see how you might get stuck in a cycle with it. After all, it delivers immediately and behaves predictably – both of which make it look like a smart use of your marketing budget, especially if you need to demonstrate ROI in the short term.
However, ‘performance marketing’ like this, focused on the bottom of the funnel works best when combined with brand-building efforts that feed the top of the funnel.
When it’s your main source of traffic, that’s when you’re at risk of getting stuck and over-reliant on a short term tactic. Instead, you need to think longer term and build a more sustainable flow of traffic.
This article explains why. It’s for you if you can relate to the following statements:
- PPC is your main traffic source
- You resent how much you spend on it but you or your team think it’s too risky to switch off
- Your current position in organic search for generic terms is the bottom of page one, page two or page three
If these sound familiar, then read on.