Archive for the ‘SEO vs. PPC’ Category

Why choose one search engine marketing strategy over another?

There are 2 main search engine marketing strategies to choose from;

1. SEO, Search Engine Optimization (Organic)

2. PPC, Pay per Click advertising

There are many schools of thought as to which marketing option is best for your business.  It pretty much boils down to your budget and patience level.

Paid marketing, or PPC, is a great way to drive targeted traffic to your site quickly.  Each time your ad is clicked you are charged a fee, hence the name “Pay Per Click”.  You determine the daily budget, but once your budget is met, your ad no longer appears in the sponsored listings until the next day.  An ad can only be shown if there is money in your account therefore, let’s say you run out of money by 10:00 am and someone is searching your product or service at 12:00 noon, your ad will not appear and you will miss out on a viable lead.

On the flip side, SEO or organic optimization takes longer to achieve top ranking but once your site is indexed by the search engines, your ad will be displayed in the SERP’s listing.  A visitor can be searching your product or service on the internet “24/7” and there is no fee if they click on your listing.  Why not drive visitors to your site day or night?

Studies have proven organic optimization (SEO) is a more favorable return on investment compared to more traditional forms of advertising such as snail mail, radio and television.  There are many variables that are required to achieve top ranking organically such as:

  1. Relevant content
  2. Keyword research
  3. Linking – relevant
  4. Keyword density
  5. Web design (easy to use navigation)

These are just a few of the items that must be in place before you start to see ranking progress.  Contact The InterCon Group, Search Engine Marketers to assist you with your Pay per Click campaigns and/or Search Engine Optimization. The InterCon Group is a SEM Firm specializing in comprehensive online marketing services.  Let us put our experience and knowledge to work for you.

Testing Versus Measuring

Companies know the value of testing, but are often remiss about measuring what they have tested.  You may ask, how can you test if you don’t measure?  The answer is, you cannot.

It isn’t enough to run one campaign against another and then measure visits.  This merely touches the surface of the information necessary to make accurate decisions ongoing.

Company A runs a PPC campaign Monday – Friday from 8:00 am – 12:00.  Week 2, Company A runs the same ads 1:00 pm – 4 pm.  They were delighted to see a 7% increase in traffic in week 2.

As a result of this brief test, Company A elects to continue running the campaign from 1:00 – 4:00 ongoing.   Had they thoroughly evaluated the data, they would have come to a different conclusion.

Week1 Week2
Impressions 137,450 156,802
Clicks 4,398 4,704
Click rate 3.2% 3.0%
Bounce rate 42.0% 53.0%
Net Visits 2,551 2,211

The data clearly shows although the number of gross visits were greater in week 2, however the number of true visits (Gross visits less bounced visits) were 14% higher in week 1. Additionally, week 1 showed a higher click rate and lower bounce rate which means the market segment was also more targeted.

It is essential to thoroughly evaluate your findings before a conclusion is drawn.  A few more hours of analysis can make a world of difference in future revenue potential.