The pros and cons of PPC
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SEO
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By SecretFile
The pros and cons of PPC
Long gone are the days of ranking well for competitive keyword phrases within weeks of putting a site online. As a matter of fact, new sites can rarely rank well within their first year of existence. This is where the pay-per-click advertising alternatives comes to the rescue. As long as you have a valid credit card handy you can start getting visitors to your site immediately once you sign up with Google Adwords, Yahoo! Search Marketing, or MSN AdCenter pay-per-click advertising. The greatest benefit of PPC is the immediate traffic you get to your site, but the downside is the on-going cost of bidding on keywords month after month.
Who uses Pay-Per-Click advertising?
It's not uncommon to hear of advertisers who spend tens of thousands of dollars on a monthly basis for immediate visibility on Google. Also many advertisers have new websites that are either too young to rank well or may have been penalized for spammy SEO techniques. The point we are trying to make is, PPC is a great alternative to get your site in front of millions of search engine users quickly providing (1) you have allocated a monthly budget, (2) researched your keywords thoroughly, (3) and set up a proper visitor and conversion metrics reporting tool. We can't emphasize enough the need for visitor and conversion measurement tools prior to engaging in any PPC campaign. Google Analytics is great free choice for webmaster to track their keywords and conversions that can be tied back to their Google Adwords campaign keywords.
PPC can also come very handy to find suitable keywords for your site by testing a large number of keywords at once and measuring the conversion results closely. This process can help you weed out the poor performing keywords and find the true gems. The key is to set up proper visitor tracking prior to starting any large scale PPC campaigns.
Long gone are the days of ranking well for competitive keyword phrases within weeks of putting a site online. As a matter of fact, new sites can rarely rank well within their first year of existence. This is where the pay-per-click advertising alternatives comes to the rescue. As long as you have a valid credit card handy you can start getting visitors to your site immediately once you sign up with Google Adwords, Yahoo! Search Marketing, or MSN AdCenter pay-per-click advertising. The greatest benefit of PPC is the immediate traffic you get to your site, but the downside is the on-going cost of bidding on keywords month after month.
Who uses Pay-Per-Click advertising?
- Advertisers who are either not ready to commit a budget or time for improving their natural search engine ranking. Small and mid size business often face a dilemma when it comes to SEO. Hiring a SEO company, or doing in-house SEO both require financial resources and time commitment. In most cases small e-commerce companies choose the easier PPC route at first, but often they quickly realize without proper investment in the advice of a pay-per-click specialist and conversion tracking tools they can loose a lot of money very quickly.
- High profile companies who's websites can't be optimized using traditional SEO techniques. Corporate websites are often an untouchable property for SEOs. Key executives rarely give the go ahead to redesign a corporate website to achieve higher search engine ranking. In these cases PPC is the only way to gain visibility on the search engines.
- PPC advertisers who want to be in the top results for thousands of keywords. These companies view the cost of PPC as any other off-line promotion method and hey usually heavily invested in visitor analytic tools to accurately report their break even points and profitability for every keyword they bid on.
- Webmasters who want to test the performance of keywords quickly so they can build an expanded keyword list for organic ranking. Smart webmasters know that to properly test a keyword's relevance and suitability can be quickly achieved with PPC. It takes only a few minutes to setup a pay-per-click campaign with thousands of keywords and with the use of the free Google Analytics it can take less than a few days to find the best performing keywords.
- Advertisers who have a recognizable brand names, but want to have their ads on top of the search results, when other competitors are also allowed to bid on their brand name keywords. A perfect example of this is the airline industry. Online travel agencies are regularly bidding on airline company brand keywords such as "american arilines", "soutwest" etc.
It's not uncommon to hear of advertisers who spend tens of thousands of dollars on a monthly basis for immediate visibility on Google. Also many advertisers have new websites that are either too young to rank well or may have been penalized for spammy SEO techniques. The point we are trying to make is, PPC is a great alternative to get your site in front of millions of search engine users quickly providing (1) you have allocated a monthly budget, (2) researched your keywords thoroughly, (3) and set up a proper visitor and conversion metrics reporting tool. We can't emphasize enough the need for visitor and conversion measurement tools prior to engaging in any PPC campaign. Google Analytics is great free choice for webmaster to track their keywords and conversions that can be tied back to their Google Adwords campaign keywords.
PPC can also come very handy to find suitable keywords for your site by testing a large number of keywords at once and measuring the conversion results closely. This process can help you weed out the poor performing keywords and find the true gems. The key is to set up proper visitor tracking prior to starting any large scale PPC campaigns.
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