There is an ongoing debate over the merits of search engine optimisation (SEO) and pay per click (PPC) advertising. The fact is both are perfectly cost-effective marketing strategies, depending on many factors.
Some marketing experts believe that PPC is too costly, but this does not have to be the case. As long as you know how to handle your paid search campaign, you do not have to worry about overspending your marketing budget.
Here are three benefits of a properly managed PPC campaign:
You can count it
As the people behind PurpleClick.com explain, a well-planned PPC campaign can provide you data about the search landscape. It all starts with the bidding. You can find out how many people are competing for the keywords you need, which can give direction to your marketing strategy. You can also get valuable information about the demographics of visitors that click your ad, providing an excellent basis to refine your marketing plan.
You can control it
As you pay for your ad, you can choose where it will come out — this is important if you are targeting a specific niche. If you are selling a highly specialised camera accessory, your ads should be targeting people who actually know what the accessory is and are interested in buying it. You do not want to pay for ads with clicks accidentally made by visitors.
You can increase visibility
The problem of small companies is they have a hard time standing out in the crowd. It is a bit like a chicken-and-egg situation. Small companies get little traffic because they are not popular, and they remain just that because they get little traffic. A carefully planned PPC campaign and a good SEO plan can give you a strong footing in your niche.
It is not a matter of choosing PPC over SEO; it is about knowing how to incorporate both methodologies in your online strategies. With the proper approach, you can maximise all opportunities in the digital landscape.