Pay Per Click versus “Organic” Search Engine Listings

Written by Justine Curtis, Enable UK

One ofrepparttar questions I’m asked most often is what’srepparttar 147510 best option for advertising a web site, Pay Per Click adverts or search engine optimising to achieve top crawled or “organic” listings. My usual answer is “a combination ofrepparttar 147511 two”. Both have their uses and their own pros and cons. In this issue we will focus on “Pay Per Click versus “Organic” Search Engine Listings” and aim to give you some clear guidelines and business scenarios to help you plan a successful, integrated campaign that is tailored to your business goals and market situation. What’srepparttar 147512 difference? For those who aren't quite clear whatrepparttar 147513 term "natural" or "organic" search engine-listing means, they describerepparttar 147514 "editorial" search results on any particular engine. These results are professed to be non-biased - meaning thatrepparttar 147515 engine will not accept money to influencerepparttar 147516 rankings of any individual sites. This is quite different thanrepparttar 147517 paid advertising (Pay Per Click) that appears inrepparttar 147518 "sponsored" or "featured" results, in which higher positions are awarded torepparttar 147519 companies willing to payrepparttar 147520 most per visitor or click. Why is organic search important? Although paying for Pay Per Click listings initially seemsrepparttar 147521 obvious answer, organic search listings are still very important to both searchers and web site advertisers. Knowledgeable searchers, who understandrepparttar 147522 difference between paid and organic results are more likely to holdrepparttar 147523 natural results in a higher regard, much like a person reading a newspaper or magazine would be more positively influenced by an article about a particular product or service than by a paid advertisement fromrepparttar 147524 company that sells it. In addition, organic results evenrepparttar 147525 playing field. Companies or individuals with smaller marketing budgets can complete with larger organisations asrepparttar 147526 natural results are based on relevancy torepparttar 147527 search term rather thanrepparttar 147528 amount you are willing or able to pay for each click through to your web site. What arerepparttar 147529 cons? Unfortunately, it takes a certain amount of knowledge and programming skills to optimise for organic search listings. It can also take a ridiculous length of time to be indexed. It often takes anywhere from two days to as much as six months to be listed on a search engine. Several weeks isrepparttar 147530 norm, but you could get lucky and submit just a couple days before an engine does a complete refresh of their database.

Which One Gets More Clicks? I am frequently asked "Which listing type do searchers click on more often: natural “organic” search engine results or paid “sponsored” adverts?" Recent studies have confirmed my standard response, thatrepparttar 147531 answer is a classic case depends!

Searcher behaviour varies greatly depending onrepparttar 147532 demographics ofrepparttar 147533 searcher (men v women, experienced Internet users v novices),repparttar 147534 type of search a person is conducting (information-oriented v purchase-oriented) andrepparttar 147535 engine whererepparttar 147536 search is being conducted.

To reachrepparttar 147537 greatest number of potential customers and maximizerepparttar 147538 results of your advertising campaign, you must be visible in natural organic results AND sponsored listings.

Here are six possible scenarios to help you prioritise and decide which path(s) to follow when setting up your search engine marketing campaign:

1. Limited Advertising Budget If budgets are tight or nonexistent and you can't afford to pay for website visitors, even after taking into accountrepparttar 147539 value of their desired online action, you will want to place a great deal of emphasis on effectively implementing search engine optimisation in-house. If you don’t already haverepparttar 147540 knowledge or skills to implement this, download our invaluable guide to optimising your web site for both organic search engine listings and visitor use here: “Start atrepparttar 147541 Beginning”:

2. Website That Can't Be Modified Optimisation for organic search engine listings typically involves modifying a site's design, content, and navigation. For example, heavy reliance on Flash, frames, or graphics may need to be changed in order to incorporate more optimised text. However, some businesses feel that an optimised website does not providerepparttar 147542 multi-media experience their customers require or expect. If your business falls into this category, then Pay Per Click advertising may berepparttar 147543 only way to achieve good results.

PPC Definitions

Written by S. Housley

Pay-Per-Click marketing has become an online phenomenon, with marketers only paying for traffic they receive. As Internet marketing has evolved, pay-per-click is seen by many asrepparttar middle ground between paying per impression and paying per sale. Advertisers only pay when they receive traffic that may or may not be targeted.

The pay-per-click advertisements are usually displayed withrepparttar 147194 advertisement fromrepparttar 147195 highest paying bidder inrepparttar 147196 top position.

Navigatingrepparttar 147197 complex web of Internet marketing, publishers and marketers are often confronted with terms that seem foreign. This simple guide will assist marketers in navigatingrepparttar 147198 Pay-Per-Click marketing model.

Bid - The amount that an advertiser is willing to pay for a click on a specific keyword.

Budget - The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets.

Clickthrough Rate (CTR) - The percentage of clicks on a link. This is usually a percentage based onrepparttar 147199 total number of clicks divided byrepparttar 147200 number of impressions that an advertisement has received.

Conversion Rate - The relationship between visitors to a web site and actions considered to be a "conversion", such as a sale or request to receive more information:repparttar 147201 percentage of people whose clicks have resulted in a sale or desired action in relation torepparttar 147202 total number of clicks on an advertisement.

Cost Per Click (CPC) - The cost or cost-equivalent paid per click-through to an advertiser's website.

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