PPC advertising is an advertising model which you can bid for keywords that are relevant to your business and your ads will appear on the Sponsored Area of the SERP. SEO and PPC are 2 very different marketing channels and each of them brings different benefits to your business.
SEO, also known as search engine optimization, is a process and series of services that best helps when there are quality contents on your website. With the right keyword analysis and optimization process, your website will get indexed by search engines and be awarded high rankings on organic listings for keywords that are related to your products and services.
However, SEO is known for its incapability in estimating the results and the time that it needs before one can see success always make business owners and marketing managers think twice before engaging a SEO agency. Although SEO is slower indeed when it comes to seeing results, it is a marketing channel that a website must have in place. In the long run, SEO is definitely more cost effective when compared to a PPC campaign.
Let us understand that SEO is not an advertising campaign. A company cannot pay money to achieve a high organic SERP ranking for its website. When a site is ranked high on organic SERP for certain keywords, there is no guarantee that it will stay in that position for a period of time. However, PPC advertising is an advertising campaign which a company can pay to have its ads stays on search engines for a period of time. This small difference can clearly define the difference between SEO and PPC.
SEO and PPC can work hand in hand in a search engine marketing campaign. There is a closely knitted relationship between SEO and PPC. One usual practice is to start off with PPC campaign for a new site. As SEO takes time to see results, search engine marketing specialist will usually suggest running a PPC campaign first for major keywords that are relevant to the website. With this, the company can use PPC advertising to bring in targeted traffic as it waits for search engines to index and rank the new site.
So once SEO starts to see results, the company can then change the keywords in its PPC campaign to diversify its reach to other market. The major keywords should now be already optimized and bringing in traffic from organic listings.
PPC brings customers and provides publicity. But the contents and SEO makes the visitors stay and affect the sales. Bear in mind that PPC is an advertising campaign which runs simultaneously with SEO and SEO is the one which makes your website visitors stay and convert into customers.
Regarding the type of message to be delivered, try to think from the point of customer. What will catch his fancy and attract attention. Take note of the point what customer expects from the company and what is the advantage dealing with your company. Take every effort to keep viewer or listener or reader's interest until the end of your advertisement. This procedure is known as message selection.
After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldn't be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they don't miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.
For example, the title of the advertisement shouldn't be just "We Sell Clothes" which consider too precise. The human nature should be studied and the title should be some thing making people think that we met what he want. Seasonal timing can be a big factor, let say the season is summer and the area have a lot of beach around, the title can be good to be changed to "Summer Clothes for Sales" or "Get the heat off - Buy Swimwear". The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Traffic builder or relationship builder or reputation builder are either way of ads. If the budget is limited, the target should be relationship builder. Customer are normally trust the company and won't switch to other companies once the relationship is established with satisfaction. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
Whether the advertiser want quick or long lasting results is an important factor. If he want quick results, then the time limit should be levied. Such as the case of seasonal sales, the buyer is hurries to get the benefit of the offer before it is over. So in this case quick results can be expected. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn't creates a deep impact on the minds of the customer.
Competing against rival company's ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors'. It doesn't mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor's advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won't yield immediate results, as it's not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses.
Both Cheow Yu Yuan & Le T. Anh are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Cheow Yu Yuan has sinced written about articles on various topics from Internet Marketing, Search Engine Marketing and Tax Software. Cheow Yu Yuan is the co-founder of OOM, an online marketing agency providing services.Check out more about. Cheow Yu Yuan's top article generates over 1000000 views. to your Favourites.
Le T. Anh has sinced written about articles on various topics from Free Advertising, SEO Search Engine Optimization and Advertising Guide. has high quality, fresh and unique articles for free reprint websites content, ezines and newsletters. Marketers. Le T. Anh's top article generates over 1300 views. to your Favourites.