PPC or pay-per-click marketing is often seen as a much faster and more cost-effective alternative to search engine optimization. If properly designed and implemented, PPC campaigns can help companies garner immediate attention from their targeted markets. One of the most important things to know about PPC, however, is that it’s best used in conjunction with diligent and ongoing SEO. Following is everything you need to know about how pay-per-click works and what it can do for you.
What Is PPC?
Whenever consumers use a major search engine like Google, the search results page will feature both sponsored and organic listings. Organic listings are earned through strategic SEO campaigns and they’re positioned slightly lower on the page than PPC listings. PPC listings or sponsored listings are positioned at the very top of the page or along the right-hand side of the organic search results. Moreover, depending upon the search engine that’s being used, PPC listings may be presented in a slightly different color or style or they may be clearly marked as sponsored content.
While company owners will still need to invest time and money into finding the best keywords for their pay-per-click goals and budgets, getting a first page placement with PPC can be instant. This is hardly something that can be said for SEO. However, much like the name implies, pay-per-click means that you’ll have to pay a price each time someone clicks on one of your sponsored ads.
Benefits of PPC
In addition to lightning-fast results, PPC also makes it easier for company owners to control their marketing costs. You can set a firm budget for your PPC campaigns so that you’re never spending beyond your means. It’s even possible for company owners to put their campaigns on hold during peak times of web use, in order to limit unproductive clicks or avoid attracting more business than they’re capable of handling.
Challenges of PPC
One of the primary drawbacks of PPC is the fact that company owners have to pay for both productive and unproductive clicks. This can be problematic when implementing campaigns for popular keywords that come at a high, per-click cost and that attract a lot of general attention. More importantly, given that consumers easily identify PPC listings, they aren’t guaranteed to generate the same response from web users that organic listings do. For these and other reasons, companies are generally advised to implement pay-per-click marketing campaigns in conjunction with diligent and ongoing SEO. PPC helps businesses garner targeted attention right now, whereas SEO plays an important role in consumer engagement, proactive reputation management and sustainable traffic.
To understand more about PPC and SEO strategies and how you can use them to benefit your business, contact a reliable San Diego digital marketing agency like Saba SEO. Our qualified experts will guide you through the process and customize a marketing strategy that works best for your company. Just call (858) 277-1717 today for a free consultation.