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Web Site Promotion 5

Web Site Promotion Using Pay-Per-Click (PPC) Advertising

Generally, Search Engine optimization (SEO) provides far superior ROI for LONG-TERM web site promotion. However, Search-Based Pay-Per-Click (PPC) programs can sometimes be Your best option for SHORT-TERM traffic generation.

What Is The Difference Between SEO And PPC?

People visit the search engines like Google, Yahoo, MSN, etc. and type in keyphrases to find suitable information for their research. For each keyphrase entered, the search engines deliver a Search Engine Results Page (SERP) containing the following information:
The keyphrase used.
The number of web pages known to that search engine that are associated with the keyphrase
An 'Organic List' containing web sites associated with that keyphrase, ranked in order of best fit as judged by that search engine.
'Sponsored Links' that are placed in advertising space around the 'Organic List'
The first SERP usually contains the top 10 web sites on the 'Organic List'. Links to subsequent SERPS, with lower ranked websites and adverts, appear at the foot of the page.
Search Engine Results Page SEO In The 'Organic List' vs PPC Paid Advertising With 'Sponsored Links'
Example: SERP From Google
Pay-Per-Click (PPC) should not be confused with any form of Search Engine Optimization (SEO). With SEO You EARN Your prized position at the top of the 'Organic List' on the search engine results page. With PPC You purchase advertising space around the 'Organic List'.

Correctly implemented Search Engine Optimization (SEO) provides the highest ROI for LONG-TERM web site promotion in the vast majority of cases. However, there are times when SEO is not immediately applicable, for example on the most competitive keyphrases when You have insufficient link popularity to compete, or for very SHORT-TERM web marketing campaigns.

In these cases, we recommend that You should carefully consider search-based Pay-Per-Click (PPC) advertising as a potential source of traffic. We do not currently recommend 'PPC Banner Advertising'.

How Does PPC Work?

With search-based Pay-Per-Click you set up advertisements with a service provider (Like Google's Adwords or Yahoo's Overture Service) and pay a fee every time they refer someone to your web site. You get to bid on keywords or phrases, that are advertised in a space above, beside or below the 'Organic List'. The more you bid, the higher up the page you move within these well defined advertising slots. As with SEO, careful selection of keyphrases is critical to optimizing the ROI from PPC.

With careful management, PPC can be highly profitable. On the other hand, PPC can also provide a very unrewarding way to drain your marketing budget - when applied in the wrong circumstances or when simply mis-managed.

PPC requires continuous ongoing management, especially in the most competitive business sectors where the Cost Per Click (CPC) can move incredibly high.

If you want to utilize PPC efficiently you therefore need an effective web site that is correctly configured to efficiently convert visitors to Your bottom line.

PPC vs. SEO Summary

Pay-Per-Click can sometimes be useful to promote new websites - that have not yet achieved sufficient link popularity to achieve organic ranking on the most competitive keyphrases. This web site promotion tool can also be highly effective for short-term campaigns, such as special events, sales and promotions, etc. - where Search Engine Optimization cannot be deployed quickly enough.

We can help you consider the available options, and analyze the balance of PPC and SEO required in the optimum web marketing strategy to maximize profits from Your web site. Short-term, Intermediate-term and Long-term.

Contact Us To Analyze The Optimum Balance Of SEO And PPC Required For Maximum Profitability From Your Web Site