How pay-per-click advertising can help during a PR crisis

February 17, 2023 0 Comments

When a person thinks of pay-per-click advertising, the first thing they think of is that it is used to drive traffic to a website. The ad is not charged until someone clicks on the ad, and then you are charged per person who clicks on it, hence “pay per click.” Another way that pay-per-click advertising can be advantageous is during a public relations crisis.

We are so interconnected with the Internet that someone posting something online in the US can easily be seen from any other country with Internet access. Since many are using the internet, a lot of opinions and news are floating around online. Sometimes breaking news is reported by a firsthand witness who tweeted it out.

It’s great that the communication flow is intertwined and available. This opens up the amount of knowledge that one can gain by learning from others around the world. However, if you have a company that has opponents posting negative blogs and discussing opinions about your company, their voices may outweigh yours. You may never get the right news, because the average Joe gets ahead of you and reports it in his point of view.

How can you ensure that your company’s statement during a public relations crisis effectively reaches the public? How can you ensure that your website or sheet is not transferred to someone else who is not affiliated with your company? There is no clear solution, but one strategy that might help is to use pay-per-click advertising.

If your business is in crisis and you’re trying to get the right information, pay-per-click advertising is very effective for a number of reasons. First, it puts your site in the top three of the list when someone searches on Google or other search engines. People are always looking online for up-to-date news. This way, people are more likely to click on your site related to what they are looking for.

An example of this is found here. When swine flu was a hot topic, the government and a health website were at the top of the list when searching for “swine flu.” This was through pay-per-click advertising and helped guide people to the right sources instead of incorrect information elsewhere.

A crisis is always difficult to handle, but with the right tools and preparation there is no need to worry. Consider pay-per-click advertising to reach a large audience base and get your website with vital information to the top of search engine listings.

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