I was talking to a client the other day about improving their Organic Search Results. They were having problems with under performing keywords. I mentioned to them to start a few Pay Per Click ads form their favorite search engines and look at the conversion rates and ROI, unfortunately no luck. They would rather spend more money on catalogs, newspaper ads and commercials. While Traditional Marketing is still successful, I could not understand there thinking. They have the budget and a very marketable product for the web.
I continued to explain and provide them with examples on the impact of using PPC and SEO in union, but were still not convinced that it was the way for them to go. The end result was they wanted me to bring in another SEO consultant to work with their SEO specialist. Something that could have cost them between $500 – $1,000 per month ended up costing them over $40,000.
Using PPC and SEO, Hand in Hand!
PPC can be a very important part of a sites marketing strategy. It’s easy to work with, reliable and predictable. Using PPC can help you test keywords that you are thinking about using for your SEO campaign. Want to see if a keyword is important to optimize for? Get a 100 or so clicks through PPC and check you conversion rates and ROI. You can also use your or your competitors PPC ads to check keyword combination’s, which will give you ideas for the arrangement of your keywords in your SEO efforts.
The same goes for using SEO in your PPC Campaigns. If you want to expand your PPC keyword list, look into what words people are searching for to find you organically. Then turn around and use those keywords for your PPC campaigns.
Pay Per Click (PPC)
If you are new to PPC you may lose a bit of money at first, you need to learn the system. If you have the budget, I would suggest hiring a professional at first or a consulting company. There a several companies around that will work with marketing teams to get them up to speed on PPC services.
If you are going to take the project on yourself, you will need to these major players.
Google Adwords – largest network across Google, Ask, AOL, Earthlink and many others.
Yahoo! Search Marketing – networks include; Yahoo!, AltaVista, AllTheWeb, and others.
Microsoft adCenter – Still going to be around for a bit, but will soon do all business through Yahoo! Search Marketing
Search Engine Optimization (SEO)
If you are new to SEO you will need to hire a professional to work with your web developer. The results for SEO are not over night it takes time, it may take 3-6 months before you will start seeing significant results. This is a long term investment, but you can not attach a value to how important SEO is.
Don’t think that Organic SEO is the only way to go, or you have to spend tons of money on PPC campaigns. If you have the budget and clicks are not too expensive for your business model. Why not use both? By utilizing both, SEO and PPC you will quickly be able to maximize your ROI.