PPC Advertising The First Step In A SEO Marketing Campaign

Often,​ sites view seo and PPC marketing as​ exclusive marketing techniques. Each marketing method has its advocates. in​ reality,​ both have a​ place in​ the​ Internet marketing process. if​ you​ intend to​ pursue a​ major seo effort,​ a​ PPC campaign is​ a​ critical early step.

PPC For Testing

Let’s say you​ have a​ site offering a​ service or​ product in​ the​ travel market. You’ve put together a​ healthy budget and decided to​ go for broke. Yep,​ you’re optimizing and trading links in​ an​ effort to​ go after keyword phrases with major traffic and competition. For instance,​ you’ve decided to​ have a​ go at​ “Europe travel”,​ which has roughly 400,​000 searches each month and major competition for high rankings. you​ spend two years trading links,​ adding content and so on. Miracle of​ miracles,​ you​ pop on​ to​ the​ first page of​ search results. you​ start shopping for your private jet only to​ realize a​ very disturbing thing. you​ are getting thousands of​ visits,​ but few sales. After running calculations,​ you​ find the​ site is​ converting at​ 1 in​ 10,​000.

Houston,​ we have a​ problem.

A PPC campaign should be used to​ test your site against keyword phrases before you​ spend the​ time and money on​ an​ seo campaign. the​ best platforms to​ use for your campaign are Google Adwords and Overture. Yes,​ click fraud is​ a​ problem,​ but less so on​ these platforms.

After opening accounts and laying a​ credit card down at​ the​ PPC alter,​ you​ need to​ give some thought at​ to​ how you​ will test your keywords. Here’s a​ hint. the​ campaign should be designed to​ test the​ keyword phrases,​ not maximize sales. This may sound like a​ strange statement,​ but keep in​ mind the​ purpose of​ the​ campaign. you​ are determining whether you​ have picked appropriate keyword phrases for the​ seo campaign. So,​ how does it​ all go wrong?

With both Overture and Adwords,​ you​ have the​ ability to​ designate the​ reach of​ your keyword phrases. Most pick the​ “broad match” option,​ which is​ terrible for testing. With broad match,​ your advertisements are going to​ appear for your keyword phrase AND variations of​ the​ phrase. Since the​ ad is​ appearing on​ a​ variety of​ keyword phrases,​ the​ results can give you​ a​ false impression of​ the​ value of​ the​ primary keyword phrase.

Going back to​ our example,​ we start a​ Google Adwords campaign for “Europe travel” and use the​ default broad match option. After a​ month,​ we are happy to​ find the​ ads converting at​ 1 in​ 70. Having validated the​ keyword phrase,​ we set off on​ the​ long seo campaign. But are we really sure about the​ validity of​ the​ keyword phrase. Since Google has been known to​ seriously expand keyword phrases under the​ broad match option,​ how do we know that the​ true keyword phrase isn’t “European travel”? We don’t unless we take a​ few additional steps.

The first step is​ to​ limit the​ PPC advertisements by bypassing the​ broad match option. Instead,​ you​ want to​ limit the​ appearance of​ the​ ad only to​ searches for the​ exact keyword phrase. in​ Adwords,​ this is​ known as​ the​ “exact phrase” match. to​ designate it,​ you​ simply place brackets “[]” around the​ keyword phrase. Second,​ you​ need to​ track traffic originating from the​ ads. This can be done using tracking tools on​ your server or​ through the​ tracking options offered by each PPC platform. Regardless of​ your choice,​ the​ resulting data will give a​ much truer picture of​ the​ value of​ the​ particular keyword phrases.

Nothing is​ more aggravating then getting top rankings,​ but miserable conversions. the​ only way to​ beat this problem is​ to​ test,​ test,​ test. Using PPC campaigns at​ the​ outset of​ an​ Internet marketing efforts can save you​ a​ lot of​ headaches later on.

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