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Monday, December 05, 2005

Advantages and Disadvantages of Pay-Per-Click Marketing

ADVANTAGES

PPC is easier than SEO optimization - A great advantage to someone who does not have the time to learn optimization or the capital to pay for it.
PPC is direct market access - limited competition for people.
PPC is exceptional for short term specials, holiday promotion, etc.
PPC has no middleman to rely on for performance
PPC highly adaptive to market trends (e.g. last week "car" was hot - this week "cars" is)
PPC has a three day turn around no monthly waiting to produce results
PPC is highly cost effective (e.g. can produce 1000% return on investment)
PPC is highly effective in controlling market saturation (e.g. - out of inventory - immediate ads drop). Powering down your web site in SEO model can have long lasting negative effects. In addition, telling paying customers they need to wait 3 weeks for product inventory to catch up is bad business

DISADVANTAGES

Paying for the entry when you don't have the necessary products for the buyer (e.g. using "software" when the only software you have is a Windows 3.1) and few qualified visitors
Using informative phrases that offer significant clicks but possibly 95% of click are "free information seeking" only and never buy.
Quick loss of placement in favor of someone else willing to pay more than your budget allows.
Stuck with the model - when the search engine adapts to a new scheme you "must" meet or match their Terms of Service and/or changes.
If PPC is the only service used - you will never be an authority web site on anything - and authority defines - market trust, and your credibility.
PPC never allows the web site owner to truly fault find problem areas of the web site.
PPC favors big business with large marketing budgets

Friday, December 02, 2005

Pay Per Click Versus Search Engine Optimization

Blog in Spanish. It is a fact that many people have difficulty understanding the different parts of search engine marketing. Therefore, I have decided to write this short article to explain the main differences between Search Engine Optimization (SEO) and Pay-Per-Click Marketing (PPC).

SEO is a process of preparing your website and its constituent pages for prime positioning on search engines like Yahoo, Google, or MSN. SEO is very complex, as it changes in a regular basis. Two good places to learn more are http://www.sembooster.com and http://www.searchenginewatch.com .

Some of the main differences between SEO and PPC are:

1. Purpose
SEO: to appear as near the top as possible in the search results.
PPC: to instantly attract qualified prospects and convert them into buyers.

2. Keywords
SEO: usually the webmaster wants to target general terms, as they provide the most amount of traffic. You don’t have control over the ranking of your site.
PPC: you have complete keywords over which keywords are used and the position on the end result page.

3. End Result
SEO: depending on your keywords and the resulting ranking you receive in the search engine, you attract free traffic to your website.
PPC: you pay for each visitor you receive, but you can control the number of visitors you get, the landing page to which they are directed, and the keywords being used.

The two processes are quite different in techniques, methods, and execution, but the desired end result is the same. A combination of the two techniques SEO and PPC will bring success to your business.


 

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