It is a never-ending debate, as Internet marketers argue over which form of marketing is more effective. While many are tried and true about Pay Per Click (PPC) advertising because it shows results almost immediately, others prefer the economical nature and longevity of organic search engine optimized (SEO) listings. Alone, each form has its benefits. But together they can become the dynamic duo of Internet marketing. At All Access Unlimited, we help our clients realize Internet marketing success by using a balanced combination of both forms of marketing.
Organic Listing are Generally More “Trusted” by Search Engine Users
Many studies suggest that Internet visitors prefer the long-term nature of organic SEO marketing. Research has shown that organic listings are favored over sponsor listings (PPC listings) by upwards of 60% of web visitors. It seems the main reason for this preference is a lack of trust in sponsor listings. In essence, visitors feel the PPC listings are just going to try to sell them something, while the organic listings offer them substantial and solid information. With that being said, there is an excellent argument for the utilization of both forms of marketing, especially during the onset of an Internet marketing campaign and in markets with a great deal of competition.
Start with PPC for Immediate Traffic & Sales
We tell our clients that Pay Per Click advertising is the perfect way to gain immediate exposure for your website. PPC allows web marketers to bid on keywords that will most effectively draw traffic to their site to ultimately drive sales and increase profits. As the old saying goes, “you need to spend money to make money.” However, PPC has also has its drawbacks, as less than ethical Internet marketers sometimes use fraudulent means to derail PPC efforts. We help our clients work through their PPC advertising by maintaining a watchful eye on every aspect of their campaign.
The Right Keywords and Phrases Mean the
Difference
Between Life and Death
Because both forms of marketing rely on the carefully selected keywords, we ensure that great care is taken in picking the perfect keywords to represent our client’s site. Unlike other companies, we use a scientifically-proven formula to go after the strategic keywords in your industry. For example, we use software that shows us the keywords most often typed into search engines. We also check competitor websites to see what words are most effective for them.
Once keywords are chosen, our cleverly written PPC advertisements provide the immediate traffic an Internet site needs while it is awaiting the seeds of our SEO campaign to take root (assuming a client wants both PPC and SEO, which we usually recommend). PPC fills in the gaps at the start of a promotion and gets the site noticed.
Because PPC advertising relies on ad copy to motivate visitors to click through to a website, it must be well written. We ensure that copy is clear and concise and provides a valuable offer. Our ads are attention getting, but we do not rely on gimmicks or hype to gain attention.
While the PPC campaign is underway, All Access Unlimited works through the client’s site to craft SEO content, using keywords that will attract viable customers from search engine listings. Because the readability of the content is so important, we create wording that has a natural flow and a professional sound and then logically incorporate keywords. If a site is blatant in its use of keywords, many search engines will dismiss it as a SPAM. Natural sounding content makes a listing reputable in the mind of search engine spiders as well as potential customers. In addition to the sensible use of keywords, we ensure the site has current information, correct spellings and is being regularly maintained.
The Right Selling Message Is Even More Important Than Keywords
Even more important than the keywords is the message on your web pages. Most SEO writers craft a message around the keywords. We feel this is a huge mistake. We craft a message designed to attract attention, create credibility, develop desire, and alert your target audience to perform whatever action you desire—whether it’s to buy, contact, subscribe, join, and so on. Traffic means nothing if your visitors will click away. So we concentrate on ensuring that once they are on your site, visitors are highly impressed with your company, your brand, your products and services.
Decreasing PPC While Your Organic Listings Rise
As an organic SEO listing works its way up the rankings (that is, if a client chooses SEO) we will begin to phase out the PPC campaign. While many successful Internet marketers never completely abandon PPC once they are listed favorably in the natural rankings, smaller businesses often take this opportunity to focus their marketing efforts solely on SEO maintenance.
In Summary
While the battle between organic SEO and PPC advertising die-hards may never be fully resolved, when used effectively both can co-exist to create a long-term, successful and profitable Internet marketing campaign.
© All Access Unlimited, LLC. All Rights Reserved. All Access Unlimited provides high conversion web design, action generating copywriting, and results-driven marketing to companies across the world. Building your web presence, expanding and intensifying your content, creating and executing an effective online marketing strategy—these are just a selection of AAU’s services. Coming from traditional design backgrounds, specialized marketing training, and real-life N.Y.C. business experience, AAU can help your organization expand and grow in the American and world markets: www.allaccessunlimited.com.
