Deciding on the best strategy for your campaign is like deciding in which neighborhood to live in New York. The right answer depends on a range of factors such as what your budget is, and whether you have long term goals (buying a house in a trendy neighborhood) or prefer short term benefits (living close to work).
The same goes for your online advertising strategy: Search Engine Optimization (SEO)provides long term benefits; whereas Pay-Per-Click (PPC) campaigns deliver short term results.
What are the benefits of an SEO campaign?
A solid SEO campaign guarantees that businesses will achieve their objectives in terms of appearing higher on search engine ranking. It’s is a strategic approach to online marketing, and results in continuous traffic over a long period of time.
Businesses can reach their target audience very effectively with a good SEO campaign, but it takes time. For example, a digital books store that just launched a New York website can take three to six months to show up at the top of a Google search for e-books, but once they do, customers will find them easily, and return to them often.
What’s more, is that businesses that come up on search results naturally have a more authentic and organic feel, as opposed to PPC sites which paid to be there. This means that potential customers conducting the search will have a higher level of trust in a well positioned SEO website that has come up the ranks and has ‘earned the right’ to be there.
What are the benefits of pay-per-click advertising?
PPC is a tactical, fast response mechanism form of advertising. It’s also a good way for business that don’t have a strong SEO credibilityto gain visibility on the search results.
This is considered to be an effective form of advertising as it reaches individual site visitors who already expressed an interest in a service or offer by clicking on the ad in the first place. For example, a consumer who is searching for ‘ New York website developer’ is likely to click on the sponsored link highlighting the search criteria, and then fall within the probability of actually buying the service advertised.
Unlike organic SEO, PPC can be launched quickly, but if done by users and business owners who don’t understand SEO strategies, can end up being very costly as not every click will have the intended result . For example, a PPC campaign that doesn’t direct potential customers to the right landing page will most likely have low conversion rates (i.e. few people buying the product, or signing up for the newsletter).
So what’s the answer?
The best solution is to integrate them. That way, you’ll have the credibility of organic SEO combined with the fast results of PPC . You can manage the campaign yourself, but are better advised to use an SEO expert or PPC specialist to make sure your campaigns deliver the right results. If used improperly your PPC can end up ‘cannibalizing’ your SEO traffic – so you’ll be paying for traffic you could have gotten for free!
Interested in online campaign? Contact us for more information – 917-386-7926