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Organic Search versus Pay Per Click

People searching for information in the search engines are 5 times more likely to use the organic results over the paid advertising, this is a fact. The reasoning is very simple. People know that sites listed in the main results are more likely to have what they’re looking for. They have a higher perceived credibility over the Pay-Per-Click listings.

This is not to say that you should ignore PPC strategies in your on-line marketing. Quite the opposite, PPC is a very effective way to build traffic numbers in a short space of time. It is also a good strategy if you are selling high ticket items where the cost of PPC is reasonably small in comparison to your sale price and can possibly be negated by an adjustment in your selling price.

The key to a successful PPC campaign is monitoring. Keep an eye on the results you are getting from your PPC. You will quickly see which keywords are working for you and if they are converting to sales. Track the click throughs, do they drop off as soon as they land at your site? Perhaps the ads are badly written and attract the wrong people. Your landing page may be too difficult for them to quickly achieve the results you require. Successful PPC requires a lot more than money.

PPC and SEO can work hand in hand. You can test your keywords with a PPC campaign and see if they are attracting the right people. This is especially true if you have a unique product or service. Once you have a list of successful keywords you can incorporate these into your SEO efforts converting these into organic search results.

Armed with an appropriate budget and some time allocated to managing the results, PPC can be an effective way to generate business through your website. However, the premise behind all marketing strategies, both on and off line, is to maximise ROI. Companies who focus on PPC alone will always be dependent on their marketing budget, as the cost of PPC rises, so will the marketing expenses and so will the cost of conversion.

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About the articles 

In the general course of operating my business I am asked a lot of questions about the Internet in general, about on-line marketing and Search Engine Marketing. It is hoped that you will find these articles either informative or entertaining or both and that they serve as conversation starters.

Regards
Steven Lloyd