In 2003, Google released AdWords, which commonly know as PPC (pay per click) advertising. By signing up for an account, users are able to create their own ads and bid on keyword phrases
that can deliver buyers to their website. Over the years, the program has grown in effectiveness and also complexity for the AdWords customer. However, one thing has remained constant overall: PPC, when set up and manage properly, delivers a positive return on investment against dollars spent.
Most people in business have some level of understanding when it comes to AdWords. However, when faced with the challenge of investing marketing dollars, a common series of questions recur: Should we only invest in PPC? Should we invest only in Organic SEO? Should we invest in both? If the latter, how much should we spend on each?
For the post, assume the business is a newbie to the world of search engine marketing and this is their first effort. As a rule of thumb, this SEO SC consultant (keyword inserted in post–smile) recommends the doing the following strategy: 1. Begin SEO and PPC together. 2. Over time, throttle down the PPC budget simultaneously as the organic traffic increases. If the budget permits, keep the PPC campaign running at a minimum level as you will continually see the new technology updates, and can experiment with “micro strategies. ” A micro strategy would be, for example, running your PPC campaign during certain times of the day rather than 24 x 7. Within your respective industry, you may find that advertising heavier during certain times increases the conversion of AdWords.
Over time, SEO will offer a higher return on investment that PPC, but they can both be used effectively to bring in customers. If you would like to know more about how our SEO SC firm can help your business, please contact us today.
About the Author: Rhett DeMille, the owner of PalmettoSoft, is a leading search engine optimization consultant located in the Florida and Greater Carolina areas.
