Organic or Paid; Online Marketing Simplified

xter2013 — Thu, 22 Nov 2012 19:37:12 +0000

With stiff competition, businesses in the past decade have allocated huge chunks advertising funds to online sources. Popular choices for online marketing are Search Engine Optimization (SEO) and Pay Per Click (PPC). The goal of both is to drive your target market to your website to get conversions. While they have a similar goal they operate in different ways.
Organic search or SEO is most efficient when built directly into your company’s website. Inserting keywords or phrases into your company’s website, combined with an easy to navigate page allows your organic rankings to climb. These rankings allow your site to appear at the top of search engines, which gets the most traffic. While you do not have to pay directly to get results you do have to invest in your website. Time or money well spent gives long lasting results, proper SEO has little upkeep and after an initial invest does not cost you addition money. Long term goals for the lifetime of your websites content are best for SEO. Investing the initial time and money builds traffic over time and enables your organic presence to climb.
Paid advertising or PPC involves paying money for every time a customer clicks on your ad. Businesses are able to set a budget and build campaigns around keywords or phrases that their target market would search. Your ads appear based on your quality scores. Steady monitoring your keywords is very important as poorly performing keywords drag your quality scores down. PPC campaigns can have an immediate effect on your businesses traffic. Unlike SEO, PPC requires constant funding, when you stop paying your ads stop appearing.
Implementing both PPC and SEO to your company’s marketing strategy can really bring great traffic to your site. A solid foundation from your SEO greatly helps your PPC campaign. Even the best PPC campaign needs a foundation to work from. Once your ad gets clicked if your site is not optimized you may see high click-through rates with no conversions. This will lead to a decline in your quality scores. Though you can have a simple site and get success from PPC the better your SEO is the stronger your PPC campaign can become.
The flexibility of a PPC campaign allows for constant refining and testing to get the best results. If you aren’t willing to put the time into managing your account you may not get your desired results. This flexibility enables the business to continually change their account as new products and services become available to get immediate awareness.
Whether you choose SEO, PPC or both without the effort of time or money to have someone manage it for you, success will not be easy. These tools when used together provide companies a great opportunity to effectively reach out to their target markets, and give a great return on investment.

Iterate Marketing

Organic or Paid; Online Marketing Simplified