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Call us toll-free at 866-397-2651
Search Engine Optimization and Marketing Tips from
EzRankings.com (www.EzRankings.com )
This is the sixth (and last) of a six-part series of lessons
on search engine optimization. Each lesson
contains tips and information on how to improve your sites search
engine placement. Todays lesson is on:
PayPerClick - Online Marketing Using SEO
The goal of search engine optimization is to promote your
site, and the methods we have discussed up to this point will all help. But the
business serious about earning income from its online site will need to
consider other methods of promotion as well, that take into account tried and
true search engine optimization rules.
One of the most popular methods is paying for temporary
ranking, or visibility, on the search engines through Pay Per Click (PPC)
advertising. Heres how it works:
When you go online with Google, or with Yahoo, you may have
noticed that after typing in the keyword phrases, that certain ads show up
right away, at the top of the page. On Yahoo, they appear just like other
listings, but with the words paid sponsor next to the URL name, and on
Google, appear as small ads (inside a light blue or green box with the words sponsored
links to the right of the results.
These links are there because firms paid for their placement
through either Overture (the oldest, and largest PPC system online that targets
major engines and directories that include Yahoo and MSN), or with Google
Adwords (newer, but increasingly popular since it targets Google, the largest
search engine online).
How Does
PPC Work?
When you choose to use a PPC program, you will be asked to
choose keywords (notice these keep coming up again and again throughout a SEO
campaign?) for your ad campaign. You will also need to write a short, concise,
and highly descriptive headline and ad to promote your site (if you arent a
natural writer, your search engine optimization firm can help you with
this). Google prefers that the company name appear somewhere in the headline or
ad body (you can shorten it, though, if you have a very long name).
You will then be asked to bid on the keyword or words that you have chosen. On Overture,
youll be able to see what your competitors have bid, and allowed to bid
higher, the same, or lower than they have (bidding more moves your ad to first
place; bidding less moves it down). On Adwords, you can automatically bid 1
cent more than your competition, but your ad ranking can change over the course
of time based on the interest demonstrated (by people clicking on it) as well
as price.
There are other, less popular PPC sites, including Sprinks
and Ask Jeeves, that target audiences as well.
PPC ads can vary in price from a few cents (ten cent minimum
on Overture) to several dollars for highly coveted keywords. You pay the price
each time a person actually clicks on the ad, and visits your online site.
Advantages
and Disadvantages of PPC
PPC advertising using targeted keywords to promote your
site. It has several advantages, including:
-Its normally very
cheap, cheaper than traditional banner advertising or other types of paid
advertising online. You can draw traffic to your site for just pennies.
-It lets you test
keywords: Overture and adwords will let you view how popular different
keywords have been in the past, and you can see which ones draw the most
traffic. When you place your ad live, it lets you know if this keyword is
actually drawing the targeted traffic to your site. After several weeks, you
can drop the duds, and promote the best performers, so the PPC actually
becomes a type of online market research for your keywords.
But there
are also disadvantages as well.:
Once the money runs out, the ad goes. PPC ad campaigns for
popular keywords can become quite costly, and unless you have a hefty marketing
budget, you will either need to choose less popular ones, or run a time-limited
campaign.
It can get costly in both money, and the time needed to
effectively manage a PPC campaign well, especially if you choose to pay for
hundreds of keywords, as many major businesses do. But serious marketing does
take serious time and money, and many firms see many times their return on investment,
if they allow their SEO firm to advise them on
which campaigns are doing well, and which they should drop.
PPC doesnt replace basic search engine optimization. A PPC
campaign should be a marketing tool used together with good optimization; it
cant replace it. Both are often necessary to get the word out about a product
or service, and if done well, can help ensure traffic (and buyers) will visit
you online. Your goal should be to increase
your site rankings with SEO, while promoting your business with a targeted ad campaign. The first will
take longer, but is well worth the time invested, since this will ensure your
business presence in the long-term. The second is faster, will cost more, but
is an effective method of marketing as well.
The six lessons about Search Engine Optimization have been
brought to you by EzRankings.com , a
firm dedicated to helping your business do well online. We hope that you have
enjoyed them, and invite your feedback or comments.
Want to learn more about search engine optimization, and how it can help
your site? Visit us
at www.EzRankings.com or call us toll-free at
866-397-2651
Thank You,
J. Lisi
[email protected]
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