When a person thinks about pay-per-click advertising, the first thoughts might be that it is used to drive traffic to a website. The ad has no charge until someone click on the ad, and then you’re charged per person who clicks on it, hence “pay-per-click”. Another way pay-per-click advertising can be advantageous is during a PR crisis.
We are so interconnected with the internet that someone who posts something on-line in the U.S., can be easily viewed from someone in any other country with internet access. Since so many are using the internet, many opinions and news items are floating around on-line. Sometimes breaking news is reported by a first-hand witness who tweeted it on Twitter.
This is great that the flow of communication is intertwined and available. This opens the amount of knowledge one can obtain learning from others all around the world. However, if you’re a company who has opposers posting negative blogs and discussing opinions about your company, their voices might overcome yours. You may never get the right news out, because the average Joe is beating you to it, and reporting it in their viewpoints.
How can you make sure your company’s statement during a PR crisis effectively gets out into the public? How can you make sure your website or sheet doesn’t get passed over to another person who is not affiliated with your company? There’s no clear-cut solution, but one strategy that might help is using pay-per-click advertising.
If your company is in a crisis mode and is trying to get the correct information out, pay-per-per-click advertising is highly effective for several reasons. First, it gets your site in the top three listed when someone searches on Google or other search engines. People are always searching online for updated news. This way, people are more likely to click on your site that is related to what they’re searching for.
An example of this is found here. When swine flu was a hot item, the government and a health website were found at the top of the list when “swine flu” was searched. This was through paid-per-click advertising and helped guide people to the right sources instead of wrong information elsewhere.
A crisis is always difficult to handle, but with the right tools and preparation there’s no need to worry. Consider pay-per-click advertising to reach a large audience base to get your website with vital information at the top of the search engine list.