Optimize Pay Per Click Advertising in Relationship to Search Engine
Optimization Marketing Strategy
Pay Per Click (PPC) advertising can help you instantly acquire prospects unlike most other search engine
Pay Per Click used together with a suitable SEO technique can help you optimize your website using a limited
number of keywords, and you will get even more search terms so that your search engine marketing generates better
Both pay-per-click advertising and search engine
optimization marketing strategies can be used independently to increase visibility on the Web. Ideally, you can
strategically use both to maximize the results.
What is Pay-Per-Click advertising?
Pay-Per-Click advertising is a type of online advertising where you draw traffic to your landing page or website
from paid ads placed on a search engine. Your PPC ads will be displayed on a search engine (such as Google, Yahoo,
Bing, MSN, etc) when the search terms typed into the search engine match your keyword list, or when a site displays
These ads are normally called sponsored ads or sponsored links, and are usually displayed above or adjacent
organic search results on the results page returned after a search query. Studies have shown that paid ads normally
receive 25 percent of the clicks on a results page
If strategically used, PPC has several advantages for your search engine optimization marketing strategy, such
• Instant results – As soon as your PPC campaign with your chose search engine goes live, your ad will be
• You have control over costs – You will only pay for the ads that are clicked on, rather than whenever
your ad is displayed. This gives you a lot of control over your PPC campaigns. This way, you are assured of getting
targeted search traffic for the different categories of the products or services you sell.
• You also have the ability to target a specific geographical area for a particular PPC campaign.
Additionally, you can schedule your campaigns for a specific period of time, be it particular hours or days.
Online marketing gurus advise that before you launch any SEO marketing strategy, it is better to first optimize
your PPC advertising. SEO marketing strategies typically take long to yield
tangible results – that is a high search engine ranking and conversion rate.
Launching PPC campaigns first enables you to get immediate results and you will be able to assess the how
competitive your keyword phrases are. In addition, you will be able to determine whether your products will easily
sell or they will need some refinement, based on how users respond to your ads.
For instance, imagine a scenario where you get a lot of traffic through inbound links from websites of good
repute, and even submit keyword-rich content to top directories. Then suddenly, your website gets ranked highly and
Google displays it on the first page.
However, when you carry out some careful analysis, you realize that all the high traffic you generate doesn’t
convert into sales leads. It is because of such scenarios that marketing experts advise you should first optimize
your PPC advertising to increase targeted traffic, and thereafter start SEO marketing strategies.