Aug242010Marketing Costs vs. Results
There has long been a debate over which internet marketing tactic provides better results- Search Engine Optimization (SEO) or Pay-per-Click (PPC). Although SEO delivers quality traffic at a lower cost per customer than PPC in the long term, sometimes it is beneficial to go against what seems instinctual, that is, choosing SEO for its low cost. In the recent recession, it has become increasingly important to ensure that sales continue to flow through the pipeline. Any honest practitioner of SEO knows that it is not possible to do that given the lack of control that makes search engine results wax and wane. Fortunately, delivering consistent results is possible by combining SEO with a well planned PPC campaign.
While SEO is known for delivering traffic at a lower cost, the use of PPC gives a campaign more control over what visitors see. With PPC you can create targeted ads paired with a specific page custom designed based on keywords, so visitors are more likely to be interested in your offer. Because of this, PPC usually has a higher conversion rate. The higher rate may not always offset the cost of traffic, but when the flow of leads becomes the primary concern, consistent lead flow can be worth the cost.
To see actual data regarding and more details about functional strategies for PPC, please visit Polar Design’s case study.
The case study will start you on the path to implementing a comprehensive campaign that uses both SEO and PPC to help your company optimize long term costs and ROI.
