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How to Balance Your Online Marketing Campaign Between PPC and SEO

Posted by admin on July 25, 2014


     According to a study put out by eBay and two leading U.S. Universities (University of Chicago and UC Berkeley), the answer to the question of whether Pay Per Click (PPC) or Search Engine Optimization (SEO) is more important may not be as as simple you might expect. 

     It depends on the size of your business, the type of online marketing you invest in, and the size of the market you are competing in.

     The study followed this structure: Officials at eBay and academic researchers were granted permission to experiment with the eBay's paid ad frequency and quantity on Google and Bing, two of the most popular search engines.

     The study indicates that sales on eBay were virtually unaffected by the experimentation. The findings suggest that well established brands such as eBay do not benefit as much as smaller businesses do from PPC because people already know the brand.

     Targeting generic, non-branded items for PPC can be expensive, so doing Search Engine Optimization (SEO) is often be more cost effective. 

     PPC can still be effective for reaching people unfamiliar with the brand, and for improving the organic position of a low-ranking website.

Pay Per Click for Local Business

     Unless you're business is as well known in your target market as companies like eBay and Amazon are in the global marketplace, PPC can still work for you.

     Or so the study indicates.

     Although PPC can show results on its own, alternative means of online marketing, such as search engine optimization, complement the efforts of a small business' PPC campaign.

     Combining these tactics is the way to go for small businesses which have not yet developed strong brand awareness.

     Paid listings will help attract the audience which is still unaware of your products or services while SEO will scoop up the traffic which ignores your ads.

Benefits of Search Engine Optimization 

     Online marketing and online advertising certainly aren't dead, but they are definitely evolving.

     Reaching potential customers online is still the fastest way to get quality leads.

     Don't play a guessing game waiting to see if your Pay Per Click or Search Engine Optimization campaign will pay off – we can get you started with a free search engine marketing consultation or a site audit. Contact us today and start a plan for success which you can count on.



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