Pay Per Click or
Search Engine Optimization
The main objective of
marketing and advertising is to make your product or services available
to the maximum number of potential customers. Because of the impact of
the electronic media, Internet search seems to be having a greater
impact on the buying public than print media. The result has been that
marketing and advertising rules and strategies have undergone a major
revamp. This is why pay per click search engine advertising has
literally exploded overnight.
The easiest way for your
customers to find a product or service in the 21st Century is to use
the search engine of their choice. This is a huge potential market
waiting for you to tap.
Since most buyers don't scroll down further than the first screen of
the results, getting a high pay per click listing is the key
to catching the attention of potential searchers. Turn these
potential searchers into long time customers and your business will sky
rocket.
You could take the
chance that if a web visitor can't find what they're searching for in
the first screen of the results following a query, they will scroll
down and look as far as the second page to find your site. But, it's
not a good idea. Most visitors will find what they look for in the
first screen of the results. That's where your links need to
be in to assure your success.
You can get good position in
the search results using both SEO and pay per click. Smart marketers
will use a combination of both. Pay per click (sponsored search)
when an advertiser pays a search engine a pre-arranged bid
amount every time a searcher clicks on his link and visits his website.
The advertiser's bid amount in relation to competitive bids determines
how high his link will be in the search results. SEO is a bit more
subtle. Rather than pay the search engine per click SEO focuses on
proper coding, inbound links, and the use of proper keywords in order
to attain a higher rank in the search display page.
Since pay per click results
can usually be achieved faster than SEO, it's a good way to start. Some
advantages of PPC are:
* Pay per click
gives you more options for complete control of your advertising. You
can determine the exact time of day your ads show. You can determine in
what location they show. You decide what keyword search
results show your ads. Never before in history could you design your
advertising to be so effective so fast.
* Instead of
possibly spending months trying to figure out the proper algorithm to
get you to the front of the search results for keywords you're not even
sure convert, you can test keywords fast with pay per click.
You can get results the first day. Imagine that.
* PPC is tailor made
for special offers and timely promotions. Because of the speed you can
get a campaign up and running in you can take advantage when the
selling time is limited. Need to test your advertising fast? PPC is the
only way to go.
* PPC gives you more
time to test your offers. By investing more time testing different
offers you can learn your customers better. Find out which ads get them
to reach into their pockets and pull out those credit cards. Quickly
eliminate ads that don't.
* If there's no
demand for your product, it costs you nothing to find out. If your ads
aren't getting clicked on you can change them instantly and try
again, and the failure cost you nothing but time.
It's your choice. If you can
achieve good positions with search engine optimization, my hats off to
you, but while you're waiting be sure to take advantage of the
marketing feats you can accomplish with good PPC campaigns.
Brett Smith
has been placing customer's ads
at the front of the search results of the major search engines for over
12 years. Discover how to increase your sales, get better cashflow and
increase your customer base with targeted effective search engine
advertising.
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by Leadpros.com in Association with Ground
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