Websites can gain traffic through pay-per-click (PPC) marketing leading to sales, however this does not necessarily mean that the site is profitable. Branding could be the missing piece to the profitability puzzle.
PPC is perfect for short-term testing or for strategic campaigns for specific events. However, according to AdGooroo data, the cost per click on AdWords has increased in most industries by an average of 26% in the past two years. The cost to acquire each new visitor or customer via PPC is projected to continue to increase, due to PPC increasing popularity, making it difficult to create a long-term PPC campaign, for your affiliate marketing website, that is also profitable.
Creating and establishing a memorable and recognizable brand can help drive organic and repeat traffic; when customers return to your site without the aid of PPC, this helps to increase profitability. Well established brands, like Coca Cola or Apple, have a specific combination of logo, slogan, font, site design, colors, and personality and most importantly the customer knows what they’re going to get every time they visit their site or establishment. This creates trust with the customer and keeps them coming back time after time with no need for extra paid online advertising. To further enhance brand recognition successful companies use email marketing as well social media to keep in contact and give updates to customers.
When it comes to PPC think short term, but when it comes to profitability think branding.