Marketing | To Pay or Not to Pay
[Previous] [Next] [Articles]Written by Paul Noia
I firmly believe there is a time and place for everything, even PPC (Pay Per Click) advertising. While it's not something that I highly recommend, it can be helpful if you just put up a brand spankin' new site under a new domain name and you want to start driving traffic to your site as quickly as possible. Plus, I also believe that putting all your eggs in one basket is not such a great idea… so diversifying is not such a bad idea.
The problem with PPC, as I stated on our SEO/SEM services page, is that internet users are much savvier and realize that organic listings turn out more relevant results pertaining to what they are really interested in. Also, people have been burned by clicking on a PPC link, because that business is paying for that listing under the keywords that they searched for and the site may have absolutely nothing to do with what they were surfing for. Additionally, there are sites that do things less than ethical like offering stuff for "free" and upon downloading they install spyware and adware on your computer without you knowing about it.
With that being said, if PPC advertising is turning out some serious casholla for you, then why stop a good thing? Also, SEO is not an exact science. If all of a sudden, search engines change their algorithms (mathematical formulas that determine page relevancy for indexing) your page rank may change to something less than desirable and that could affect your bottom line, in which case PPC may be your saving grace. If you are interested in a PPC campaign, my advice is really stay on top of and manage how well it is working for you using the analytic tools provided by the PPC provider. If you are going to look into a PPC advertising campaign, I would highly recommend looking into either Google AdWords or Yahoo Search Marketing in order to ensure you are getting the best possible service, tools, and results from your investment. For more great information you won't find on this site, subscribe to the edge today!
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