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Pay Per Click Search Engine Advertising
The biggest benefit of pay per click is
fact that it will provide you with an immediate boost of qualified visitors, lead and sales giving you fast results within just hours or days. In fact, a pay per click advertising program is your best option if you seek fast results and a good return on investment while you are waiting for your Search Engine Optimization (SEO) program to "ramp up."
Depending on your traffic goals, you can budget $100 or $100,000. PPCSEs also give you added benefits of being able to quickly test your web site and track your conversion rates (leads, opt-ins, and sales) and turning keywords (visitors) on and off easily.
So, as a short term strategy pay per click gives you clear advantage over SEO. But, disadvantage is cost involved. Depending on market demand for your keywords and clicks, your PPCSE campaign can generate tons of traffic and can cost hundreds, even thousands per day. With various optimization strategies you can lower your costs, but over long term natural search engine optimization will give you a higher return on your marketing dollar.
In Conclusion
The golden rule in marketing is that you should constantly strive for maximum results and ROI for your budget. In other words, if your marketing is making you a profit - even if it’s a thin profit - it’s worth it. By this model, pay per click is worth doing, but overall pay per click will leave you with thinner margins.
The reason for conducting a natural search engine optimization campaign is to significantly increase your margins over long term.
Matt Hockin is President of Interactive Marketing, Inc., a small business marketing consulting company and the editor of the Interactive Marketing newsletter, one of the Internet’s leading free small business marketing newsletters. Subscribe now at http://www.interactivemarketinginc.com
