Choosing Between Pay Per Click And SEO The 3 Steps

Choosing Between Pay Per Click And SEO The 3 Steps



Choosing between Pay-Per-Click Marketing and Search Engine Optimization is​ not a​ matter of​ measuring return on​ investment. There are major differences between the​ two approaches and the​ choice between one or​ the​ other is​ based on​ different factors; you​ must understand the​ differences before a​ final decision is​ made. Here are the​ steps to​ choosing between the​ two.

Many web marketers who have used pay-per-click (PPC) advertising,​ bothered by the​ ever-increasing cost of​ PPC or​ stung by instances of​ click fraud,​ are turning to​ search engine optimization (SEO) as​ a​ substitute or​ replacement for their PPC efforts. the​ problem is​ that many of​ these advertisers then start comparing their returns on​ SEO and find these lacking.

Comparing PPC to​ SEO is​ like comparing an​ IBM as​ 400 mainframe to​ an​ Apple Powerbook – there is​ simply no comparison. They have distinct differences; they may be similar in​ that both are computers,​ but the​ differences outweigh the​ similarities.

Choosing between PPC and SEO is​ not a​ matter of​ tossing a​ coin or​ playing rock-paper-scissors. you​ must have a​ clear understanding of​ each approach and how to​ measure the​ return on​ investment of​ each before making a​ decision.

--- Step 1: Understand PPC Marketing ---

The key to​ PPC marketing is​ to​ think of​ it​ in​ the​ same way as​ ‘conventional’ advertising – the​ money you​ pay out results in​ the​ ‘display’ of​ your ad for a​ specific period of​ time. PPC marketing certainly works in​ the​ same way – the​ moment terms are settled between you​ and the​ internet ‘channel’ you​ selected (e.g.,​ the​ search engine) your ads can appear. the​ moment you​ stop paying,​ your ads will be removed.

Results for PPC advertising are immediate and measurable – you​ start getting results within days of​ your ad being posted on​ the​ search engine page and (most of​ the​ time),​ people stop visiting your site the​ moment your ad is​ removed.

--- Step 2: Understand Search Engine Optimization ---

An SEO campaign,​ on​ the​ other hand,​ may have a​ defined start and end point (defined by the​ terms of​ the​ contract between you​ and an​ SEO group) but the​ results can last beyond the​ contract’s termination date – simply because the​ measures put in​ place are,​ to​ a​ large extent,​ “permanent.”

Think of​ an​ SEO effort as​ your typical brick-and-mortar establishment – you​ have the​ place and the​ merchandise,​ while the​ SEO company paints the​ building,​ sets up window displays,​ puts your merchandise on​ display and then waits for the​ customers to​ come in. if​ your SEO team did the​ job properly,​ people will ‘wander’ in.

You may decide to​ let your SEO group go after this and leave everything as​ is,​ but people will still drop by because their attention will still be called by your site’s window displays,​ exterior paint job,​ merchandising display,​ or​ word-of-mouth even after the​ SEO team has left for other assignments.

--- Step 3: Understand the​ Differences between PPC and SEO ---

Therein lies the​ difference between the​ two. you​ can think of​ PPC as​ advertising – a​ major investment with immediate impact and results,​ since people’s attention is​ called to​ your site – and people forget about you​ when the​ advertising is​ taken down (out of​ sight,​ out of​ mind); SEO efforts,​ on​ the​ other hand,​ is​ a​ long-term investment that takes time to​ set up and implement – but will last until long after the​ effort is​ completed.

From this perspective,​ it​ is​ not a​ matter of​ ‘choosing’ between one and the​ other – there are specific conditions where one is​ preferable to​ the​ other (for example,​ if​ you​ need immediate results then PPC is​ the​ way to​ go) or​ you​ can opt to​ go with SEO until you​ have the​ means to​ invest in​ PPC.

As was said,​ choosing one or​ the​ other is​ not a​ matter of​ a​ coin toss – there are other factors to​ consider.




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