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Went Hot: March 24, 2008 - 5:41 pm
Posted By: DavidWallace 48 days ago
Topic Type: News Story (Jump to http://www.searchengineguide.com)
Category: Search Marketing
5 Comments
Went Hot: March 24, 2008 - 5:41 pm
Posted By: DavidWallace 48 days ago
Topic Type: News Story (Jump to http://www.searchengineguide.com)
Category: Search Marketing
5 Comments
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Comments
"While a PPC campaign can deliver traffic with relative ease, it can be very costly and has no real longevity -- once you stop shelling out the cash, the traffic goes away"
If your site, product and service are up to par don't overlook the LTV of those paid search aquired customers. I've seen customers aquired via paid search remain loyal customers for years after their initial purchase.
I think a balance between paid and natural is key but always remind clients that one can essentially guarantee their paid ad will be in the same spot tomorrow...little harder to do that on the natural side of the fence.
"Wasp spent less and got better results"
When things are really humming you spend the same and get even better results. That's where real growth kicks in.
I have to agree that If I had to choose I would go with organic SEO over PPC, but in reality using both is the best strategy. Nothing is as cost effective as organic SEO, but PPC can be good for new domain names and casting a larger net to catch customers. If I rank on page one organically, I like to use PPC to show up on page 2 for my main keywords/phrases. We like to focus on 3-10 competitive keyword phrases per landing page/category page organically. We use blogs and news to focus on organic long tail. Slingshot SEO suggests using PPC for competitive terms/phrases outside the few that you can target organically and a good amount of long tail phrases. In cases where we have used serious PPC campaigns in combination with organic SEO we've seen more brand mentions across the web and increases in natural link popularity. We also take brand recognition and delayed buying decisions into account. PPC is also great for seasonal terms and taking advantage of competitors brands (be careful!).
"Nothing is as cost effective as organic SEO"
That depends on how much your seo company / employee costs:-)
Good point. I've seen SEO pro's charge anything from $95/hr to $1000/hr for consulting. This could affect how cost effective organic SEO is.
It also depends how tight/competitive your niche is. In some niches, the top PPC ad(ignoring the others) absorbs 30%+ of the clicks. Add in the other 7 or 8 and you're missing a lot of traffic.
A combined approach is the best route.
And PPC can provide traffic with "relative ease". I dare any of you who are not completely skilled at PPC to go try and get an ad up for security companies, or security alarms. Seems like a tiny niche, yes? Prepare to get your arse handed to you.
Both PPC and SEO require a lot of skill to succeed.