If you'd like to learn more, check out our helpful blogs at: http://www.upswinginteractive.com/blog/ So what happens when your budget runs low? The flow of targeted traffic is interrupted and you are back at square one…that is, if you have put all your eggs in one basket.

1. 7 Reasons Why Relying
on Paid Advertising Will
Kill Your Business
Brought to you by Upswing
Interactive
UpswingInteractive.com @GetUpswing

2. Moving Beyond Paid Advertising
• As marketers, there are many things we don’t know. One thing we
should know for sure is that with the ever evolving marketing
landscape, it never pays to put all your eggs in one basket.
• If you are relying solely on paid advertising, you are likely spending
unnecessary amounts of money and missing out on some quality
website traffic.
• Not only is paid advertising expensive, but once your campaign is over,
the effects are very short lived.
• PPC and SEO are essentially opposites but when they are both
implemented as part of a diversified marketing plan, they can
essentially complement each other perfectly. It’s all about implementing
both strategies!
• If you are currently relying on paid advertising alone, here are 6
reasons you should consider diversifying your marketing efforts…
Paid
Organic

3. #1: Paid Advertising Stops Being Effective When You Stop
Paying for It
• While PPC can be a great way to get targeted traffic to your site quickly, it
can also be pricey, confusing and the results are often short lived. Your ad
only has the chance to be effective when it is up and running…and this
takes money!
• So what happens when your budget runs low? The flow of targeted traffic
is interrupted and you are back at square one…that is, if you have put all
your eggs in one basket.
• If you have diversified your marketing techniques and also spend time
and effort on your organic search presence, then you won’t notice as
large of a drop off when your campaign ends.
• Think of all the time and effort that goes into increasing your organic
search presence. Proper content creation, increasing your social
presence, gaining authority in your field…while this all may seem
daunting, you are actually investing in the future of your website!
• Building your reputation, links and content will take time but the results
continue to last even if you cut back on some of your efforts now and
again due to time or money constraints.

4. #2: It’s Expensive!
• Adwords is getting more expensive, which means businesses are
seeing a smaller return from their investment. This is usually a bad
sign.
• Here’s an infographic put together by Wordstream that shows the top
20 most expensive keywords in Google Adwords.

5. #3: People are Untrusting of Paid Ads
• As marketers we want to believe that all the time we spend cleverly
creating ad copy will pay off and completely wow our potential
customers.
• The reality is that now more than ever people are untrusting of paid
advertisements. When we are face to face with content that is pushing a
hard sell our way, we generally tend to think that whatever we are
reading is nothing more than a fake sales pitch that will over-promise
and under-deliver.
• Retargeting campaigns and ads that appear due to our recent search
histories have a tendency to make consumers feel like they are being
spied on and this feeling of lack of privacy makes them even more
untrusting of paid ads.
• By comparison, you could include the same thoughts in some quality
written content on your site and spend time not only optimizing it but
also making it valuable for the consumer. If people are learning
something about your industry and you are providing quality content,
they will be more inclined to become loyal consumers of your brand.
Chart by Nielsen

6. #4: Paid Ads Only Work on the Search Engine You Are
Advertising on
• When you run a Google Adwords campaign, you are only
gaining traffic from Google users.
• By comparison, when you optimize your content as part of an
organic search strategy, you are increasing your ranking in not
only Google, but Bing, Yahoo! and other search engines as well.
• You are essentially casting a much larger net and your efforts
are diversified.

7. #5: The Average Eye Tracks in an F-Shaped Pattern
• Countless studies have been conducted by marketing specialists
to better understand how the average consumer views content.
• When viewing search results, the average consumer eye moves in
an F shape pattern.
• This means that organic search results are the first items noticed,
followed next by paid ads.
• As marketers, we only have a split second to catch a consumer’s
attention so it is ideal if we can show up in both organic AND paid
results.
• This is why even though both methods are opposite; they can work
together as part of a diversified marketing campaign.

8. #6: Consumers Are Becoming Numb to Paid Ads
• When anything is brand new and different, people take notice.
• As more and more marketers are jumping on the PPC wagon,
however, more and more consumers are becoming numb.
• Now more than ever we are seeing a boom in the population
using the Internet and as marketers we have become a bit
greedy by trying to draw in all demographics with great ad copy
and value propositions…but here is the problem – so have all
our competitors!
• People rarely even look at the paid ads, they want to read about
a product because someone in their social circle has used it and
have recommended it to them.
• If we have also been working hard to increase our organic
presence, our potential customers may actually be more likely to
click on our paid ad if they see a great sales offer. This is
because they have had the chance to better understand our
company and value proposition.

9. #7: Paid Ads Attract “Window Shoppers”
• Think about the copy you are putting in your paid ads. Is there any
way to really create brand loyalty? Probably not. Are you getting
your value proposition across? Likely the answer is “no.”
• Your goal is to drive sales so it stands to reason that your copy is
short, sweet and right to the point.
• The majority of these customers are likely window shopping and
may not yet be ready to purchase a product or service since they
are simply in the research phase.
• Maybe your company doesn’t provide the cheapest option out there,
but there is a really good reason for this. Are you actually able to get
your value proposition out there before a customer moves on to the
next ad or organic search listing?
• This is where organic search really helps tell the customer more
about your brand and increase the likelihood of making a sale that
might not happen today…but when the consumer is ready to buy,
they already have loyalty to your brand.

10. #7: Paid Ads Attract “Window Shoppers” (Cont.)
But May Be Useful for Keyword Testing
• According to Search Engine Land, there are also three great ways
that you can use paid ads to help your organic search results.
1. To test landing pages, templates and headlines.
2. To get rapid feedback.
3. To get traffic right away to your specified keywords.
• If you are unsure which keywords of content will allow for the
greatest feedback in the form of sales, inquiries etc. paid advertising
creates a large enough flow of traffic to allow for testing to be
conducted much more rapidly.
• Once you get your answers, these keywords and landing page
concepts can also be incorporated into your organic search efforts.

11. Conclusions
• Though many marketers believe that paid advertising is the
key to success, a strategy focused solely on PPC could be
expensive and short-sighted.
• These are just a few reasons why you shouldn’t put all your
eggs in one basket when it comes to marketing, but
hopefully these six points have given you something to
consider if you are investing all your resources in either
PPC or SEO.

12. Want to Learn More?
Visit Upswing Interactive
1.877.736.5673