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.
To show your product to maximum number of people, you need to know where you will find this large number of people who can be your potential customers. There is a huge potential customer market on the internet waiting to be tapped. Logically many service providers are exploiting different channels, by hook or by crook to catch the attention of these consumers on the internet. Search engines are the most common places where any person in quest for a product or a service is headed.
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.
Here let us look at two paths for this destination. One is called Pay Per Click or PPC and the other is called Search Engine Optimization; or SEO. As the name suggests, PPC works on a model wherein a service provider pays to the search engine in order to get preference of display on the search page. The money is paid per click and not in lump sum say for a particular period of time. SEO on the other hand focuses on increasing the traffic on website through the search engine by only natural algorithm results. It involves proper coding, presentation, use of proper keywords in order to attain a higher rank in the search display page. It does not involve any advertising cost to be paid to the search engine.
Depending on your perspective you may feel that PPC or SEO has inherent advantages over the other, and you'd be right. Many businesses thrive using pay per click advertising. Other businesses swear by SEO. Some advantages of PPC are:
* By its very nature pay per click offers more flexibility. You can start a campaign immediately. You can set daily,weekly or monthly budgets. You can even set cost per action goals. You can pick the exact keywords you think will deliver the highest sales conversion.
* This is particularly helpful for novices, who might not be sure of which keywords can generate more traffic. So by using a PPC and alongside trying out different keywords to find out which generate more traffic can be a very beneficial exercise. One can invest heavily on such keywords later on. If one can monitor the keyword progress (which requires time investment) PPC models can give total control of spending.
* PPC is tailor made for service providers who are after blitzkrieg publicity. Seasonal promotions normally see a huge rush in PPC spending as the time for actual selling is only limited; the producer wants to have a sure shot chance of catching the customer's attention. Similar goes the case for quick response advertisings.
* You don't have to design your entire website around PPC. You can build your website strictly with your customer in mind. You're free to create a website that produces orders. PPC allows you the luxury of spending your time testing what is actually working rather than experimenting with algorithms.
* PPC models eliminate the risk factor as the advertiser will not need to pay in case his campaign doesn't work out and people do not click on his links. This option will not exist for non PPC models.
It's your choice. If you can achieve good positions with search engine optimization, my hats off to you, but while your waiting be sure to take advantage of the marketing feats you can accomplish with good PPC campaigns.
Robert Gantt is the Internet expert who has taught hundreds of people how to elevate their businesses and make more money Internet. Learn how to increase your orders, get better cashflow and increase your customer base with targeted effective search engine advertising PPC The Easy Way
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