Is pay-per-click advertising right for your business? In order to gain clarity on the answer you have to evaluate the advantages, drawbacks and your alternative options. What you choose to do will be contingent on your short and long term internet marketing goals.
PPC (pay per click) advertising is the fastest way to get on the front page of major search engines. PPC gets you visible using extremely competitive and relevant keywords without having to optimize or change your website. A major advantage is the amount of control you have over the campaign. With instant management, you can turn the switch on or off, select the days or times your ad appears, and best of all you can change your budget at any time. Ultimately you gain vital statistics that help you calculate ROI.
The drawbacks to PPC start with cost. Depending on the competition level of relevant keywords you choose, the cost can be very high over time. Since you will be bidding for a top spot, take into consideration getting outbid and loosing visibility. Once you are hooked onto PPC expect to pay more over time because the standard model shows increasing costs as a guarantee. Relevant keywords target specific traffic, but you still take the risk of paying for irrelevant clicks. The biggest drawback would apply to businesses with a website that is not optimized to convert the traffic you pay for into actual opportunities. Why pay for the click if you can’t convert it?
It is possible to achieve the same level of visibility that PPC brings. Organic search engine optimization (SEO) is the alternative, but with this approach the results have to be earned. As a long term strategy, the website has to be optimized and in some cases transformed. Besides improving the technical aspects of the website there are many activities that you have to be engaged in like social media, reputation initiatives, and link building. The experts would split the process into on and off page optimization.
If your optimization is successful, you will be on the first page, never have to pay when someone clicks your link, and you will get these advantages 24/7. Most importantly, you will have a website that can convert the traffic into opportunities. SEO takes time to develop, and requires a high level of commitment either from in-house staff or an internet marketing firm whose expertise is in helping your website develop opportunities online. Keeping an organically high ranking website is not easy to maintain. The costs can be high initially, but over time will be a far greater option. SEO will provide you with some results you cannot ever take away. With PPC, once you stop paying your website will fall back out of the first page rankings. Albeit PPC and SEO have its advantages, both fit into short and long term strategies.
Is PPC advertising right for your business? Yes.
There should be a budget allocated for both methods. Initially, a PPC campaign should be implemented while developers work on your website and off page activities. As your website starts to rank up organically, the long term strategy would be to phase out your PPC. In some cases websites can do both simultaneously to compare statistics in order to maximize elements on the website to capture more opportunities. Using both methods would be a great approach and a balanced online marketing strategy