When Is Ppc A Better Strategy Than Seo?

Over the years, marketing and advertising rules and guidelines have undergone a major revamp. Much of this can be attributed to the advent of the electronic media and its mass appeal which in today's scenario might be having more impact on the masses than the print media. The basic objective of marketing and advertising is to make your product or services visible to the maximum number of potential customers. Similarly, the way a product or service is projected in the eye of the consumer is also equally important. However, let us for the time being concentrate only on the first part, i.e making your product visible to the maximum number of people to enhance business productivity.

The easiest way for your customers to find a product or service in the 21st Century is to use the search engine of their choice. This is a huge potential market waiting for you to tap. Since most buyers don't scroll down further than the first screen of the results getting a high pay per click listing can catch the attention of potential searchers. Turn these potential searchers into long time customers and your business will sky rocket.


You can take a chance if a web visitor can't find what they're searching for in the first screen of the results following a query, that they will probably scroll down and may even look as far as the second page to find your site. It's not a good idea. Most visitors will find what they look for in the first screen of the results. That's the location your links need to be in to assure your success.

In order to get into the first screen of the results there's only two ways that currently work. One is called Pay Per Click or PPC and the other is Search Engine Optimization; or SEO. With PPC just as the name suggest an advertiser pays a search engine a pre-arranged bid amount every time a searcher clicks on his link and goes to his website. The amount of his bid in relation to competitive bids determines his link position in the search results. On the other hand SEO focuses on proper coding, inbound links, and the use of proper keywords in order to attain a higher rank in the search display page. Search engines receive no money for these listings.

Since pay per click results can usually be achieved faster than SEO, it's a good way to start. Some advantages of PPC are:

* Pay per click gives you more options. You have complete control pf your advertising. You can determine the exact time of day your ads show. You can determine in what location they show. You decide what keyword search results show your ads. Never before in history could you design your advertising to be so effective so fast.

* Instead of possibly spending months trying to figure out the proper algorithm to get you to the front of the search results for keywords you're not even sure convert, you can test your keywords fast with pay per click. You can get results the first day. Imagine that.

* PPC allows you to time your advertising to seasonal promotions. You can start it on a dime and end the promotion the same way. If a customer is spending his resources to search you out over the holidays or any special occasion your PPC campaign makes sure your website is easily found. You can tailor the message for the season.

* PPC gives you more time to test your offers. By investing more time testing different offers you can learn you customers better. Find out which ads get them to reach into their pockets and pull out those credit cards. Quickly eliminate ads that don't.

* PPC lets you fail fast. If your ads don't get clicked on it cost you nothing. It's easy to gauge customer demand without a huge expenditure of money and time.

Both PPC and SEO are both viable options. If you can achieve good Search Engine Optimization then by all means do so but don't neglect the power of PPC for a powerful kick start to your online marketing.

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