This is a topic that I constantly think about whenever it comes up in regards to advertising to make people more aware of your company and products. We all know companies spend big money on TV advertisements as an example to further place themselves on people’s mind as that brand awareness usually should generate into more demand and sales. In recent times this advertising budget for many has seemed to have migrated to digital means such as pay per click campaigns in order to rank high in the searches on various search engines.
Companies can either spend years trying to rank up their sites to get higher in the search results or simply paying a pay per click fee allows them to jump right up and potentially land hundreds of dollars in sales. But this is something I found odd when its billion-dollar corporations that already dominate the space with all the resources in the world to already come up say first in the search engine rankings. A company like Best Buy was an example I heard where to my knowledge years ago they had a budget to spend on pay per clicks even though they already came up on top results. It’s basically spending money where you don’t have to right?
The only other thing I can think of logically is that you just want to flood the market and outbid competitors from even appearing. But it seemed more like a department having a budget for it and simply using it as one treats it like an ad on TV. I think this is where it comes in handy to get perspectives from small business owners as they are usually forced to be more resourceful versus someone who has always just been giving a budget. When you have to rigorously earn every dollar for your business to even invest in anything like ads you bet you will be more inclined to find cheap or free ways to do it first.