With the current rise of pay per click (PPC) advertising services such as Overture, Google AdWords and many others, professional search engine optimization (SEO) companies are having to deal more and more with the issue of why their clients should spend money on traditional SEO when they can simply "buy their way to the top." Traditional Search Engine Optimization First I will define what traditional SEO is. Search engine optimization is the process of fine tuning (otherwise referred to as optimizing) your web site to reflect specific keywords and phrases that are relevant to your business and for which you want to attract visitors to your site who are searching for such words. This optimization relates to a variety of elements, not only on your web site's home page, but its sub pages as well. Those elements can include things like title tags, meta tags, alt tags, link structure, link popularity and the content of the site itself. Once your web site is properly optimized, the goal … [Read more...] about Traditional Search Engine Optimization VS. Pay Per Click
Pay per click ppc advertising
In a typical B2B company, the job of managing pay per click campaigns is given to someone in the demand generation or business development team. For this person, managing PPC is at best a part time job, squeezed in around managing webinars, email campaigns, field events, whitepaper creation, and perhaps much more. This challenge is getting worse as the "program-to-people" ratio at B2B companies continues to grow and marketers are asked to do more with less staff. In this environment, how can a busy demand generation manager find the time to manage their pay per click campaigns on an ongoing basis? For some companies in this situation, it makes sense to outsource their pay per click campaign management to an agency that will be able to spend the time required to optimize their campaigns. This is especially true if the company’s monthly pay per click spending is high enough to attract an agency’s attention and they can find an agency that specializes in the unique challenges … [Read more...] about How To Optimize B2B Pay Per Click In Four Hours A Week, Part 1
If you are a one-person show, you have to balance everything for your site — from writing content, doing backend and technical work, research, promotions, advertising, and just about everything else that goes along with being a self-employed webmaster. Managing pay-per-click (PPC) advertising campaigns is just one of the many things that falls under the webmaster umbrella. Even small companies doing everything themselves often do not have anyone devoted solely to handling the company’s pay-per-click account. Unfortunately, when webmasters are not able to devote the amount of time to their PPC campaigns as is really needed, overspending or loss of conversions will occur. If you are a webmaster, consider the following things and decide whether it might be time to outsource your pay-per-click campaigns or reassure yourself that you are handling them just fine yourself. When was the last time you checked your campaigns?If you are running campaigns with small budgets, this … [Read more...] about When Should You Outsource Your Pay-Per-Click Campaigns?
You’re hitting your pay-per-click (PPC) efficiency targets and everyone is pleased with the results. Congratulations, but are you wasting money in your PPC program? Averages often hide waste, and in this economy it may be worth taking a look at how you’re getting to that average. Suppose you budget $200 to buy a DVD player. When you arrive at the store you find the model you want is actually on sale for $100! You arrive home, your 5 year-old hears the good news, grabs the leftover $100 and feeds it into the paper shredder. You are: a) indifferent because you planned to spend $200 anyway; or b) irate because your son just wasted $100? Is this happening in your PPC program? Let’s take a hypothetical retailer with 50% gross margin on all products and 10% variable costs tied to things like credit cards, pick and pack, cardboard, and commissions. They’re willing to spend the rest (40% of sales) on marketing to capture as many orders as possible at break even and then … [Read more...] about Pay-Per-Click Averages Hide Incremental Realities
SEO and PPC fans often find themselves in different parts of the building, on different floors and sometimes on a different planet. This shouldn’t really be the case, but is. If you start to think of PPC as a device of SEO, it takes on a very different light and your own attitude shifts slightly. Now, I know you’re already ahead of me and thinking of keywords and the dreaded “not provided” category of keywords as the point of this post — but in fact, that isn’t my main point. Rather, the insights which pay per click campaigns deliver to marketers are crucial to making the right decisions about SEO campaigns and, moreover, the ability for the Global SEO Manager to actively deploy PPC activity to test issues and concepts before implementing expensive SEO projects means that it should really be the tool of choice for the world’s greatest SEOs — not the abominable beast it is sometimes described as by pro-SEO SEOs. There are two thoughts … [Read more...] about Why Pay Per Click Is Such A Beautiful Tool For SEO