Pay Per Click or Search Engine Optimization
Recently advertising and marketing strategies and tactics have been revamped in a major way. A lot of it has to do with the impact of the Internet and its mass appeal. According to most research done today, the electronic media might be having a more effective impact on the masses than the print media. Advertising, and its daddy, marketing strive to make your product or services visible to the maximum number of buyers.
The easiest way for your customers to find a product or service in the 21st Century is to use the search engine of their choice. This is a huge potential market waiting for you to tap. Since most buyers don’t scroll down further than the first screen of the results getting a high pay per click listing can catch the attention of potential searchers. Turn these potential searchers into long time customers and your business will sky rocket.
Again, by sheer logic and past self experiences we know that mostly the customers scan only one or at a maximum of two pages of search results of a search engine. He will visit websites and links on these two pages in which he finds keywords closest to what he is looking for. Thereby it brings business to these websites. So an effective marketing and advertising technique is one which allows your website and links to be on these initial pages so as to catch the eye of the person.
You can get good position in the search results using both SEO and pay per click. Smart marketers will use a combination of both. Pay per click (sponsored search) means an advertiser pays a search engine a pre-arranged bid amount every time a searcher clicks on his link and visits his website. The advertiser’s bid amount in relation to competitive bids determines how high his link will be in the search results. SEO is a bit more subtle. Rather than pay the search engine per click SEO focuses on proper coding, inbound links, and the use of proper keywords in order to attain a higher rank in the search display page.
Pay Per Click has some inherent advantages over Search Engine Optimization, and vice versa. However, there are no clear cut first and second positions, the fact of the matter is that for some organizations PPC might yield better outputs as compared to SEO. Some of the advantages of PPC are enlisted below;
* By its very nature pay per click offers more flexibility. You can start a campaign immediately. You can set daily,weekly or monthly budgets. You can even set cost per action goals. You can pick the exact keywords you think will deliver the highest sales conversion.
* Instead of possibly spending months trying to figure out the proper algorithm to get you to the front of the search results for keywords you’re not even sure convert, you can test your keywords fast with pay per click. You can get results the first day. Imagine that.
* PPC is tailor made for special offers and timely promotions. Because of the speed you can get a campaign up and running in you can take advantage when the selling time is limited. Need to test your advertising fast? PPC is the only way to go.
* You don’t have to design your entire website around PPC. You can build your website strictly with your customer in mind. You’re free to create a website that produces orders. PPC allows you the luxury of spending your time testing what is actually working rather than experimenting with algorithms.
* PPC lets you fail fast. If your ads don’t get clicked on it cost you nothing. It’s easy to gauge customer demand without a huge expenditure of money and time.
Both PPC and SEO are both viable options. If you can achieve good Search Engine Optimization then by all means do so but don’t neglect the power of PPC for a powerful kick start to your online marketing.
Did you enjoy this post? Why not leave a comment below and continue the conversation, or subscribe to my feed and get articles like this delivered automatically to your feed reader.
Comments
No comments yet.
Leave a comment