Pay per click or search engine optimization, which one should you use? Many view PPC marketing as a colossal waste of money while others disdain search engine optimization. In reality, the two marketing strategies form a perfect marriage.
Pay-Per-Click - PPC
PPC marketing is a love it or hate platform. For the “love it” crowd, PPC marketing is a way to get instant exposure and feedback on site designs. In a matter of minutes, you can start receiving traffic and adjusting your site to convert the traffic at the best rate possible. For those in the “hate it” crowd, bids are to high and one never knows how may of the clicks are fake and worthless.
Search Engine Optimization – SEO
As with PPC, seo marketing has its proponents and detractors. Those who love it look at the free traffic and glorious profitability of a site that converts the traffic at a decent rate. Detractors view seo as an unnecessary waste of time since it can take a year or more to get high rankings, particularly on Google. Detractors also argue that high listings are subject to changes in the search engine ranking process, which means you can lose your rankings.
So, who is right? In truth, both sides make accurate arguments. PPC is expensive and click fraud is a monstrous problem. Seo produces free traffic, but it takes along time to get to the top and rankings are subject to the whims of search engine ranking changes. The truth, of course, is both marketing platforms should be used whenever possible.
Every site is unique, but most should combine PPC and seo marketing as part of an overall internet marketing strategy. When starting out, the PPC campaign is critical for getting immediate traffic and tweaking the site to maximize conversions. At the same time, a seo campaign should be undertaken. As the site rises in search results, the PPC campaign should be fazed out for the relevant high listings.
PPC and seo marketing are not mutually exclusive. When married together as part of an overall marketing strategy, both platforms will deliver the goods
Joomlaguydesign.com are specialists in search marketing and know first-hand the great results that comes from a campaign leveraging both methods. We define it as the 5 R’s:
Reinforcement Good representation in both organic and paid areas of the search engine results page (SERP) sends a powerful brand message to the user, and drives up click through rates on PPC, which allows for better quality score potential.
Reliability Optimisation offers a long-term solution of steady sales around your cornerstone products. PPC can reach out immediately to capture hungry searchers, such as late travel deals, hot prices or finance rates.
Redundancy Search engines are free to re-arrange their organic ranking criteria anytime they like. Depend only on SEO for your sales, and one day these could dry up if you slip back a few pages. Likewise, PPC can experience sudden shifts in prices and positions – your ad may struggle to appear against new competition with deep pockets. Only both methods give you a degree of protection.
Relevancy A good SEO campaign optimises with the visitor in mind. Pages are designed to clearly display the content a user has searched for. Search engine algorithms are designed to award rankings based on how well the end product pleases it’s users. Likewise, PPC now has many of these formulas built into the quality score algorithm which influences the price you pay per click. So effectively SEO has lowered the cost of PPC if part of an integrated plan
ROI Finally, both types of visitors convert well into sales or leads from a landing page that gives them what they want. This form of conversion-based optimisation is often overlooked, but it makes sense for both PPC and SEO to maximise the sales from all available traffic. This gives a financial target for your campaign in terms of a cost per conversion.