SEO to Pump Up Your PPC ROI
To monetize traffic to a website, the "path of
least resistance" may turn out to be more difficult than you thought.
The most common mistake businesses make is thinking that spending
thousands of dollars on a PPC campaign automatically translates to
profit. This "strategy" is commonly promoted by the "make money from
home" crowd, and a lot of Internet Marketing novices learn the hard way
that it is not as easy as it seems.
Obviously, it is easier to buy traffic through pay-per-click than
through patient organic optimization. A thousand visitors will show up
at your site tomorrow if you spend enough on advertising, but it might
take a few months to get that many through SEO. If you are in business
-- not a popularity contest -- SEO is the better investment. Spending
$1000 to gain 1000 visitors who buy only $500 worth of product on your
site is all too typical, especially for PPC novices. Sorry to rain on
your parade, but I deal in reality.
On a more positive note, SEO and PPC complement each other nicely, and
are not mutually exclusive. Taking a scientific approach to SEO can
help you learn the ropes of PPC. Sorry, but the details of this are a
trade secret. (Hey, if you made a darn good living based on what you
know, would you just give that knowledge away? Suffice it to say that
the critical element is the wording. We think in language, and language
motivates much of what we do.
SEO can teach you a lot about what motivates people to visit a page,
and that can help you construct a potent PPC campaign. You might find
that a web page described as, "The coolest SEO blog in the universe!"
does not convert as well as the same exact page described as "Free
insider information on SEO strategies." Again, the precise way in which
you might figure this out is something that I'm keeping to myself --
sorry. If you treat it in a scientific way, testing your wording
carefully before trying PPC, the extra money will be worth the extra
time. The knowledge you gain through organic optimization can be taken
to the bank through PPC; it just might take a few months. You can make
money through SEO, and those earnings can be re-invested into PPC so
that you're "playing with the house's money" when it comes time to take
that plunge. How cool is that!
In any case, no matter what any "guru" says in an "Internet Marketing
Course," don't jump the gun. Try PPC right out off the bat and, chances
are, it will cost you more than a bit of money. Of course, you might be
very lucky, but in that case the casino might be more fun for you. This
is business, not gambling.
Now let me touch on ROI. If you follow my advice and learn organic
optimization before trying PPC, you should get a positive and growing
return out of PPC. If you really calculate it, it will probably not be
as high as your return from organic search, but the raw numbers will be
much bigger. This is because PPC delivers high volume. Investing
$20,000 in an ad campaign and gaining $24,000 in gross sales (a 20
percent ROI) would be a fantastic result. Your conversion ratio and
costs will be lower with organic search, but so will your total sales.
The way you run your business is up to you, but I strongly advise you
not to try PPC until you've done a ton of testing with SEO.
Article Source: http://www.articlesbase.com/ppc-advertising-articles/
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