The Pros of Combining SEO & PPC and Working with a Google Partner

The Pros of Combining SEO & PPC and Working with a Google Partner

With over 1.8 billion websites online today, it is easy to get lost in the crowd. Businesses are focusing on different marketing strategies to stand out, and many of them turn to digital marketing and SEO and PPC in particular. Choosing from the wide range of digital marketing strategies available is not an easy task, and there is no single right answer for every business. Even so, by focusing efforts on the point of highest visibility, one can improve their chances of success. With just about 90% of the global search engine market share, Google is THE place to drive online visibility for your business. Because of Google’s never-ending quest for SERP perfection, developing digital marketing campaigns that combine SEO with PPC is not only necessary for achieving prime listing positions, it’s now the only way to maximize traffic and conversion opportunities. Let’s first review what SEO and PPC are, and how they factor into online visibility. What is SEO? SEO, short for Search Engine Optimization, is the practice of increasing the quantity and quality of traffic to your website through organic (non-paid) search engine results. With SEO, a website is ranked organically as a result of many factors, including: Keywords Link-building Content quality Website & mobile optimization Social media HTML formatting What is PPC? PPC (pay-per-click) advertising enables you to purchase ads directly that are placed at the top of a search engine result page (SERP). PPC ads are always listed above the organic search results and marked in a way that users know they are paid. Basically, you pay for every click on your ad. The larger...
Pay Per Click Advertising

Pay Per Click Advertising

If your business goals are: getting instant local and targeted traffic; increasing sales or leads; promoting seasonal products; branding; high ROI then Pay Per Click Advertising is right for you! After organic search engine optimization, pay-per-click or PPC is the most popular Internet marketing program. Each of the major search engines offers a PPC program. Google’s PPC program is called AdWords, Yahoo’s is called Yahoo! Marketing Solutions, and MSN has Microsoft AdCenter. There are also some secondary search engines offering PPC programs. Examples are Business.com and TripAdvisor.com. PPC is a program where ads or links to the advertiser’s website are displayed in the SERPs when visitors enter specific keywords. The advertiser pays only when a visitor clicks on the link. The cost per click (CPC) is set up by the advertiser via an interface the search engine provides. Typically monthly and daily budgets are used to help businesses control their costs. The actual CPC varies but has a minimum for each search engine. An example of how to calculate the ROI of a PPC campaign: Your budget per month is $5,000 with a $2 maximum CPC. Because you only pay for ad clicks and you set the maximum CPC, the website will receive at least 2,500 clicks. Your website may receive substantially more clicks at a lower CPC. If your website conversion rate is 10%, your business will make 250 sales as a result of the clicks. If the average sale amount is one hundred dollars, your business will have returned $25,000 in sales. Four steps to a successful PPC campaign: Identify your advertising goals, and then create relevant...