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Posts tagged: ppc management

Affordable SEO, Not Amateur SEO

Affordable SEO is the heart and soul of any startup web-based business. Small businesses don’t have the budget to drop vast quantities of money on pay-per-click marketing — though it is usually smart to spend a bit on it, just to get your income kick-started. In many ways, smart PPC management is the perfect compliment to affordable SEO — you get the income fast from your PPC campaign, you spend it maintaining that campaign and investing in some inexpensive but effective SEO, and eventually, the SEO will take over and the PPC campaign can be dropped.

That’s the fundamental essence of an expert route to success online, actually — find a way to make some consistent money up front, often with pay-per-click marketing or some other method of expensive but high-volume traffic generation, and then use the money you make to create backlinks and other SEO substructure to get your website on the stop of the search engine results pages.

The problem that many webmasters have is that they hire an SEO freelancer for pennies per hour on ODesk or Elance, and then they wonder why it’s been seven months that they’ve been paying for a service and haven’t gotten anything out of it. The answer is that they hired an amateur. It’s possible — and common — for amateurs to spend hundreds of hours doing what seems like valuable SEO work, building backlinks, posting on forums, commenting on blogs, and writing articles, only to get no results at all.

Professional but affordable SEO services might charge a bit more than a freelancer, but the results will be evident from the first week. Professionals know how to perform proper SEO, often utilizing ‘tricks’ that make every effort they put forth perform multiple functions at once — like giving your site a high-quality backlink while also driving traffic to the site to create sales, or writing an article and submitting variations of it in different places that all link back to the main article, driving the article itself up in the search engine results and making it’s effect on your website that much stronger.

The lesson here is simple: when it comes to search engine optimization, not everyone can afford to hire a huge company to work for them and make them king of the hill overnight — but everyone can afford professional SEO services if they know where to look, and anything less is just a waste of time and money.

Organic SEO is Like Organic Food for Your Website

Organic SEO is, at heart, the practice of creating the circumstances that will make Google and other search engines show your webpage on their front page. It’s an absolutely vital practice to the success of any long-term web-based business — in a very real way, if you’re not getting natural traffic, your website isn’t healthy — it’s on life support.

Like a healthy diet of organic food, organic SEO doesn’t have instantaneous effects — the goodness builds up over time. No one expects that if they stop eating Happy Meals and start eating right, they’re going to magically become perfectly healthy overnight — it’s implicitly understood that building a healthy body takes time and continuous effort. Organic SEO is exactly the same.

organicSimilarly, like eating right, Organic SEO has some of the most profoundly positive effects on your business of any of the practices you could engage in. When you eat right and overcome your health problems, you wake up every morning feeling energized and ready to take on the world. When you have powerful backlinks driving your page to the top of the search engines, you wake up every morning to learn that you’ve gotten another thousand visitors, few hundred conversions, and dozens of sales overnight, and you’re ready to pay bills, set some aside for a rainy day, and go out for a night on the town.

For a small business SEO is even more important, because the budget is that much tighter and the profit margins are that much more critical. SEO represents that investment into your future, without which your business will be permanently hooked on ‘fast food’ — by which I mean paying for banner space, classified ads, and other expensive, less-focused traffic.

Like McDonalds, these alternate traffic sources are fast, easy, and they claim to be cheap — but in reality, in the long run, they cost you so much more than doing things right. Just like eating junk will eventually cost you more in medical bills than you could possibly save on your monthly food bill, paid traffic will always eventually catch up to you, wallet-wise, as your conversions suffer.

Far better to ‘eat right’ from the get-go, and achieve a truly healthy web-based business sooner rather than later.

How good PPC (Pay Per Click) management services can help your business?

When a user types in a search query into the search box of the major search engine Google, along with the search results are displayed ads, above the search results and on the right side of the Search Engine Results Pages (SERPs). While the search results are generated in response to the user-generated search query, the advertisements displayed contain the either the exact keyword or variations of the keywords that the search query contains. Each time a user clicks on a particular ad, the advertiser associated with that ad has to pay Google a fixed price for using that keyword. This amount is referred to as the ‘Cost Per Click’ (CPC) of the keyword and these advertisements are called Pay Per Click (PPC) advertising campaigns as the advertisers have to pay Google for each and every user click.

There are two networks that work in tandem along with the search engine to define the advertising and the publishing network. Advertisers who choose to use the SERPs to display their advertisements need to create a Google AdWords account to set up advertising campaigns. The quality of the ad text and the display URL that links the advertisement to the landing page of the website decide the popularity of the displayed advertisement. Online advertisers set up multiple campaigns and use a trial and error method to determine which campaign is performing well. Each ad group is assigned a set of chosen keywords and variations of those keywords. By choosing popular keywords that generate a lot of traffic online, relevant ads that are descriptive of the products and services being offered can be created.

Apart from the SERPs, advertisers can also choose specific websites to display their ads on. These websites belong to the network of publishers who have signed up for Google AdSense accounts that allow the AdWords ads to be displayed on their websites. The search engine and the chosen publisher websites provide an ample amount of real estate for Internet marketers and advertisers to display their ads. AdWords-integrated software helps track ad performance by registering the total number of clicks and the associated sales.

What Effective PPC Management Does For You

Your website needs to be organically optimized in order to survive the test of time, but PPC management will help you to bring immediate traffic to your site. It may not be sustainable as a stand alone marketing strategy, but PPC management is one of the shortest routes to sales for your website. In many ways PPC is the spark that will light your site on fire, but organic SEO is the very fuel that will keep your fire burning.

PPC management is not as simple as it looks on the outside. At first brush it appears that all you have to do is sign up, choose a budget, pick some keywords, and go live. After that you just wait for the sales to roll in. What happens when those sales do not come? It may very well have been from a lack luster campaign. Did you emphasis the right keywords? Did you place the keywords correctly in your ad? There are so many questions that will come to mind if you do not run an effective PPC campaign.

Another thing to keep in mind when figuring out how to approach your PPC management is cost per click(CPC). The CPC is on the rise in every market and will continue to do so as more and more competitors appear. This can devastate the budget of the novice campaigner without bringing the sales needed to continue marketing your website. You have to follow clear and concise goals when entering the PPC market or you will wasting your time and money, neither of which you want to willing throw away.

Fine tuning your campaign is a necessary part of a successful PPC attack. It can be the most minute details that make or break your campaign. Going it alone can be very costly and ineffective. Effective PPC management can only be achieved through long term experience. That is experience that very few of us have. If you lack confidence in your skills or have failed in several attempts at PPC usage, it might be time to seek out an outside authority. Effective PPC management will convert more sales and create enough profit to more than pay for itself.