Internet Visibility throughPay Per Click Search Engines

Posted: June 30, 2003

The statistics:

? According to Nielsen/Net Ratings, one out of every three Americans uses a search engine. (Approximately 97 million people)
? 81% of online consumers find websites through the use of a search engine, Forrester Research, Inc.
? According to IMT Strategies, search engines create more visibility for web sites than all advertising combined.
? A new website will not necessarily be found by the search engines, and when it is found, often it is not indexed for months. Pay Per Click advertising brings immediate visibility to a website.
? A study conducted by NDP Group concludes that search engine advertising outscores banner and tile advertisements by 2 to 1.
? 57% of all internet users search the web every day, Statistical Research, Inc.
? According to IMT Strategies, search engines create more visibility for web sites than all advertising combined.

Of course, statistics never tell the entire story, they are after all, just numbers.

The goal of a high internet visibility is for more potential customers to become aware of your website and your products and services.

A high internet visibility expands your customer base beyond search engine marketing. It gives your website a presence throughout many sectors to reach a larger audience segment.

There are many companies who can benefit from a high internet visibility without having a positive pay per click ROI. While this goes against many advertising models, the awareness of your website can cause people to visit your website through other means as they have seen the company name and website on multiple occasions.

The more people see a company and website name, the more they begin to trust it. Through this trust, people are more likely to see a company as legitimate and a good source of information, which gives the website more credibility when customers enter your shopping cart to give your their credit card and personal details.

Some companies that ran a negative ROI in the strict monitoring of their pay per click endeavors found when they stopped advertising, they saw their gross sales decrease. This is due to less overall visibility. It also plays on Conversion Tracking Problems (i.e. orders placed through phone calls are often not tracked even though your website was found through a pay per click search engine.)

A hidden benefit is content matching and partner distribution networks. Some pay per click search engines distribute their listings through partner sites. Depending on how the listings are coded, these listings can bring your website back links which help in your natural search engine rankings.

Of course, the goal is to run a pay per click campaign with both a positive ROI and a achieve a higher internet visibility. Just because the examples above were run with a negative ROI, the same could be said if they had a positive ROI, the benefits are still the same.

The Value of a Lifetime Customer plays a large role in a higher internet visibility as well. Word of mouth advertising and repeat sales from satisfied customers will rarely be measured by web metrics, yet these techniques improve your overall visibility.

Every website should strive for the highest internet visibility possible. Pay per click marketing is a step forward towards achieve that goal.

Related Information:

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