Increase ROI by Relying on PPC to Optimize Your
Search Engine Positioning
Everyone related to the online world knows that
the website owners try to improve their search engine positioning so
that the rank on search engines will lead to better revenues due to
higher sales of their products and service. The reason one seeks out
optimal search engine positioning is because it has the potential to
bring in more visitors. Repeat visitors are the ones most prized
because hopefully they bring in repeat business and more money for you.
This is why PPC engines (particularly secondary engines) will help you
formulate the right type of campaign strategy so that natural engines
will help you get your best ROI (return on investment) that you can.
But to maximize your ROI, you need to understand which correct search
terms are the most commonly used for searching. This is where tools
Search tools can help you figure out what Internet searchers need to
know nowadays based on what search terms they usually use. But search
tools have one drawback – they cannot inform you how to make those
search terms raise traffic (or number of visitors) to your site. And
the search tools cannot help you earn great conversion rates so that
your SEO efforts pay off big time. That is up to you.
True, you will need to infuse more time into your search engine
positioning schedule to make room for testing out search terms on your
preferred PPC engine. But in the end, you can get better conversion
rates as traffic to your site goes up.
There are certain PPC engines which will permit you to actually find
out which search terms are producing great conversion rates and by how
much. However, these engines can be rather expensive so you may want a
cheaper alternative – the secondary engines.
The secondary engines can help you test out which keywords will produce
top ranking on their pay-per-click engines, compared to a lower ranking
on the major search engines. Thus, a keyword which ranks just #5 on a
search engine will get #1 ranking on the secondary search engines. It
also happens to be less expensive to rank on secondary search engines.
To get your best ROI, you have to estimate how much you stand to earn
if you manage to convert each of your hits into actual sales (which is
the whole point of this entire process actually.) You know your search
engine positioning campaign was really worthwhile if you earn enough
from it to recoup your investment and earn sizeable profits as well
within three to six months. The rate that will determine this is the
sales-per-click ratio, or how many clicks will produce how many sales
Though content will help you gain an improved ranking on natural
engines, your search engine positioning campaign is also important for
giving you additional sales daily. And this is where the process
becomes a tad difficult to assess, because you cannot force an Internet
searcher to buy from you unless he really wants to. This factor falls
in the realm of psychology rather than computer science – meaning, no
computer or software can adequately predict this part for you.
At best, you can guess. The ranking you get per search phrase you used
can help you make forecasts but you really need to use your own gut
feel to figure this part out. You have to ask yourself intelligent
questions like: a) which websites would be likely to use the search
phrase I am considering; b) who are the people most likely to use that
search phrase; and c) why do they need that search phrase? This gives
you a rough idea of how to brainstorm search phrases to use.
You may then test out your preferred search phrase on the PPC engines.
That then gives you the numbers you need to make educated decisions
rather than simply base them on guesswork.
Do not think though that a search engine positioning campaign is
limited to raising your ROI by employing the PPC engines. Actually,
there are other ways to apply knowledge about PPC engines. One way is
to constantly measure sales levels as you do search phrase testing.
When the PPC promotion happens to create more revenue than the
investment you infused into it, then this promotion is worth your while
and you should continue doing it. Yes, the PPC engines will help you
test out search phrases but they can also help you find new leads and
hike your revenue levels if you know how to apply what you know.
You should try exploring the territory and figure out how many PPC
engines can be found online. You should then explore how you can employ
these for your own purposes. There are, of course, PPC engines that
give better results than others so you may want to choose quality over
quantity (even when the search phrase testing has culminated.)
There are many PPC engines out there. We've researched a number of them
and posted the ones that have produced the highest ROI for our clients
on our PPC Engines page. These are the engines that we have found are
worth sticking with once any testing phase is complete. In the case of
the primary engines (Google and Overture) you will have to use your
discretion based on the cost-per-click to determine whether they are
worth testing or advertising on.
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Moe Tamani is an Internet
Marketing Services consultant specializing in Natural
Search Engine Optimization.