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Q: We’re a B2B solutions company spending £1,000 per month on Google pay per click Adwords to generate sales leads.

We target employers with our adwords, but too many of the clicks are from employees, not employers.

These are wasted clicks, and are costing us money.

We’ve tried altering the text of our ads, and tried different keyword combinations, but we still get clicks from employees.

Can you suggest a solution?

Emarketing manager
B2B solutions company

A: As I understand it, you’re wasting money on clicks from the wrong people.

You’ve tried different keywords, and different ad copy, and you still can’t shake off the problem.

This means maybe £500 of your monthly £1,000 ppc budget is wasted.

Even worse, you can’t scale up your advertising to say £3,000 or £4,000 per month to win even more sales leads, without throwing good money down the drain on irrelevant clicks from employees.

My advice would be to switch strategies to SEO – search engine optimisation.

Here’s an overview of SEO and how it will benefit your business

How SEO delivers business

Search engine optimisation – SEO – is about getting high search rankings in Google when people type in your keywords.

High rankings means they see you prominently ranked and click to go to your website.

In effect you funnel customers into your website, where they can buy or enquire.

You get sales leads and you don’t have to pay for the clicks.

But you still get the sales leads.

It doesn’t matter how many employees or irrelevant clicks you get from SEO, as you’re not paying by the click.

Just enjoy the good clicks and forget the rest.

How SEO costs compare with advertising

Generally, if you’re spending £500-£1,000 per month or more on web advertising (Adwords) then it will pay you to use SEO.

If you want to avoid spending on Adwords, or at least reduce your spend, or avoid paying for irrelevant wasteful clicks then you should deploy your budget in SEO.

The downside is that it can take 6-8 months to work, as Google takes this long to increase a site’s ranking.

This can take 12-15 months for a new site.

Because it takes time, many marketing directors neglect SEO, because their need for new sales leads is immediate, and haven’t the patience to wait 6-8 months.

This short term view costs more in the long run, especially as Adword costs increase year on year.

The smart answer is to invest in SEO today, and get ahead of the competition.

The sooner you start, the sooner you get the result.

Make sure your SEO plan works

In order to rank your site highly, Google needs to see your website is more than a one trick pony.

This means you have to implement an SEO plan that cuts across a number of diverse areas.

For example, you’ll need to optimise pages, create new pages, get links, get indexed in directories, push out some press releases, and a host of other activities.

A broad SEO development front is what will get your site ranked highly.

And high rankings will produce more of the sales leads you require.

Why it pays to pay for SEO

Implementing a successful SEO plan takes time. Lots of it.

Dominating a niche with just 15 keywords takes 280 hours over 6 months.

40 keywords takes 700 hours!

It’s cheaper to outsource the job.

It’s smarter too, as an outsource supplier won’t forget the detail that you’ll probably omit at some stage.

You pay them to put in the required time, and sweat the detail for you.

Your Google rankings will significantly improve.

And more people will visit your website. And you’ll get more sales leads.

It couldn’t be simpler.

Diverting pay per click budget won’t give immediate results.

But it will work. You will get sales leads from SEO.

If you have pay per click problems then you should always consider SEO as an alternative.

© Studio Rossiter 2009

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