Advantages of PPC
over SEO
Over the years,
marketing and advertising rules
and guidelines have undergone a major revamp. Much of this can be
attributed to the advent of the electronic media and its mass appeal
which in today's scenario might be having more impact on the masses
than the print media.
The basic objective of marketing and advertising is to make your
product or services visible to the maximum number of potential
customers. Similarly, the way a product or service is projected in the
eye of the consumer is also equally important. However, let us for the
time being concentrate only on the first part, i.e making your product
visible to the maximum number of people to enhance business
productivity.
To show your product
to maximum number of people,
you need to know where you will find this large number of people who
can be your potential customers. There is a huge potential customer
market on the internet waiting to be tapped. Logically many
service providers are exploiting different channels, by hook or by
crook to catch the attention of these consumers on the internet. Search
engines are the most common places where any person in quest for a
product or a service is headed.
Again, by sheer
logic and past self experiences we
know that mostly the customers scan only one or at a maximum of two
pages of search results of a search engine. He will visit websites and
links on these two pages in which he finds keywords closest to what he
is looking for. Thereby it brings business to these websites. So an
effective marketing and advertising technique is one which allows your
website and links to be on these initial pages so as to catch the eye
of the person.
Here let us look at
two paths for this
destination. One is called "Pay Per Click" or PPC and the other is
called "Search Engine Optimization" or SEO. As the name suggests, PPC
works on a model wherein a service provider pays to the search engine
in order to get preference of display on the search page.
The money is paid
"per click" and not in lump sum
say for a particular period of time. SEO on the other hand focuses on
increasing the traffic on website through the search engine by only
natural algorithm results. It involves proper coding, presentation, use
of proper keywords in order to attain a higher rank in the search
display page. It does not involve any advertising cost to be paid to
the search engine.
Pay Per Click has
some inherent advantages over
Search Engine Optimization, though the latter might sound more
legitimate. However, there are no clear cut first and second positions,
the fact of the matter is that for some organizations PPC might yield
better outputs as compared to SEO. Some of the advantages of PPC are
enlisted below;
· Since the advertiser pays
per click, PPC models offer flexibility of choice. One can go online
anytime, select spending cap, keywords etc and pay by credit cards.
This also gives control of the maximum money one wants to spend,
thereby controlling your debits.
· This is particularly helpful
for novices, who might not be sure of which keywords can generate more
traffic. So by using a PPC and alongside trying out different keywords
to find out which generate more traffic can be a very beneficial
exercise. One can invest heavily on such keywords later on. If one can
monitor the keyword progress (which requires time investment) PPC
models can give total control of spending.
· PPC is tailor made for
service providers who are after blitzkrieg publicity. Seasonal
promotions normally see a huge rush in PPC spending as the time for
actual selling is only limited; the producer wants to have a sure shot
chance of catching the customer's attention. Similar goes the case for
quick response advertisings.
· Further, Non PPC models like
SEO require a very systematic and specific approach. Designing the
website in accordance with the search engine's algorithms, giving
proper codes and keywords can take up lot of time and money. One can
also never be sure even after doing all these things right as someone
else could have done them better!
· PPC models eliminate the
risk factor as the advertiser will not need to pay in case his campaign
doesn't work out and people do not click on his links. This option will
not exist for non PPC models.
So whether to use
PPC or SEO is totally a
subjective choice depending on many constraints and parameters.
Basically it is trade off in which the producer has to decide his
optimum level.
Sharon
Gantt AKA The Queen of Search Copywriting created & managed
hundreds of ad campaigns on the majorsearch engines. Discover how to
increase your sales, get better cashflow with targeted effective online
marketing
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