There are numerous options available online for advertising products or services. One of the prevalent and often used advertising methods is PPC – Pay Per Click.
Although PPC is effective, it is not an option that is viable for businesses or companies who may be strapped for cash. While it does work within a budget, many businesses just starting out may wish to look for other less expensive advertising venues such as SEO (Search Engine Optimization).
Great Solution
That being said, PPC is a perfect solution for companies with a working advertising budget. Positive ROI plays a pivotal role in Pay Per Click so monitoring keywords, bids, conversions, stats is a daily process. PPC is an excellent way to directly target online users with relevant and timely information. When web surfers perform a keyword search within a search engine, they are seeking something in particular. When done properly, the result will often drive the profits of a business.
Pay Only for a Click
PPC is properly defined as the placement of an advertisement on search engine result pages when specific keywords are entered and for a previously specified amount should the advertisement be selected. Payment is made only when a visitor clicks on that advertisement. It is essential to note that the advertiser does not pay for the ad to show. Only when that ad has been clicked upon does the advertiser pay the amount they have agreed to via a bidding process.
In the most basic of terms, PPC is a bidding process for keywords and the cost of those keywords are determined by the strength of keyword’s demand.
Google AdWords
Google, Yahoo, and MSN are three main search engines that account for almost all the Internet searches. Google offers AdWords PPC as one of the easiest PPC programs available. Even those entirely new to the PPC and advertising game will find Google AdWords a remarkably easy and effective advertising tool.
With PPC, Bidding is King
You should always keep in mind that each search engine has their own PPC systems which require different angles of approach. It is also worthy to identify unique bids for similar keyword phrases in various search engines. Search engines focus on their own proprietary algorithms, or the most relevant web sites based on the queried search term. There is no preferential treatment here, whereas with PPC, the opposite holds true: the highest PPC bidder receives top listing.
For over a decade, SEM (Search engine marketing) has been used to increase sales and build online businesses. What many people do not realize is that company or business brand awareness can also be cultivated using search engine marketing (PPC and search engine optimization) and can bring about further benefits that may not be achieved through other online marketing mediums.
PPC Strategy
PPC is an advertisement strategy that uses keywords phrases to locate and bring in visitors that have an interest in the product or services the web site is targeting. By attracting visitors to a well-designed site which offers a viable, quality product or service, a percentage of visitors will convert into sales. If done well, PPC will end up paying for itself in the long run.
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PPC is a great idea for those that need to generate business today. With that said, it’s imperative you set aside a budget for SEO/SEM. It might take a long time to generate traffic to your website for your keywords especially if it’s a competitive market for those key words, but if you a business plan, stick to it and stay focused, it can be done and then it will be so worth it.
Pay Per Click is perhaps the most effective, I manage ppc for WarehouseFinder.net and they are getting an average of 1-2 leads per day and these are commercial warehouses and office spaces so the volume for homes are even higher if you know how to correctly setup the ppc campaigns.
Tony, I would have to disagree. With top placement in the SERPs you can generate way more traffic and leads than using PPC and it’s more cost effective. I wouldn’t say don’t use PPC, I just don’t believe it is more effective. However if you aren’t going to spend your time to build your web presence, PPC is the way to go.
I’m going to have to toss my vote into the ring as “it all depends.”
In some instances, PPC is better, whereas in others, organic rankings are better. Both have their advantages. For example, when it comes to testing the “buyer intent” of a keyword prior to spending months to rank #1 – It’s prudent to use PPC first as a testing place to see if the keyword is even worth ranking forth.
$25 – 35.00 spent on a small cycle test can save you from wasting months on an SEO campaign that targets a “stinker.” Same with a landing page combo.
What it boils down to is that more often than not, both should be used to compliment each other.
CW – Loan Officer Marketing Lab
SEO & PPC have there own place, however PPC should be seen as a short term or just as a testing strategy.
Nothing will give you an ROI like natural/organic rankings!