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6 Reasons Why You Might Experience A Pay Per Click Conversion Lift

By jameszol
Published on December 5, 2007

Sometimes we witness a lift in conversions and site visits due to pay per click campaigns targeting the same words your site is organically ranking for. Why does this happen? Does it happen all the time?

6 Reasons Why You Might Experience A Pay Per Click Lift

1. You control 10% of the 20 sites vying for the user’s attention on the first results page. That is usually 200% more exposure than your other PPC competitors.

2. Organic recognition. If somebody glances at the top ads and they see your ad, then skimming through the organic results they see your listing and decide to visit.

3. Double take. The user recognizes your ad, then notes your organic listing and returns to click on the ad.

4. Repetition. We have all heard the adage that a person needs to see your company name several times before recognizing it…so you get two touch points then a visit - that is 3 times that you get to make a memorable impact and that might help improve your conversions.

5. More information. Users can “learn” more because you have two places to explain your product or service.

6. Two calls for action. You get to tell the searcher what you want them to do two times instead of one.

The only way to find out if this is going to work for you is to test, test, and test again. If the ROI is there, then do it - otherwise it doesn’t make sense to get that inherent conversion lift if it costs too much.

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