If you have a website or online store, driving people to your website is essential if you want to be a success. There are many ways to promote your site with search engine marketing techniques, with the two most popular being Search Engine optimization (SEO) and Pay-Per-Click (PPC).
Both of these methods are great tools to use but some will be of greater benefit to a website or store than others. It is important to weigh up the pros and cons of both tools before deciding which one is right for you. Many SEO agency offers pay per click management services that can be of great help in your business .
SEO – Search Engine Optimization
Using SEO is a great way to drive people to their website and many people undertake SEO without even thinking about it. This means utilizing the power of SEO can bring about great results when it is used properly.
There are many professional sites offering SEO tips and packages but these can be costly and not necessary for many sites. With a little knowledge, any website owner or blogger can control their own SEO campaign with no great difficulty.
The PRO’s of using SEO include:
Can be done for free
Can highlight any intensive knowledge you have on a subject
Can be assisted by external linking
You can take full control of the campaign
The CON’s of using SEO include:
Can take a considerable amount of time to rise up search engine rankings
No guarantee of transferring search results to clicks
May require content being bought, therefore costly
PPC – Pay Per Click
Using PPC is a great way to create awareness of your website in the people you want to visit the site. Choosing relevant keyword and selecting the budget for each keyword means you are fully in control of how people find you and how much you pay for it.
This style of promotion ensures the people that are visiting the website are more likely to be interested in the products or services available on site. This is a great tactic for a website that believes they offer what targeted customers want.
The PRO’s of using PPC include:
Targeted keywords to ensure you are focused on the right people
Allows a budget to be made and stuck to
More likely to end in positive results because target market is being focused on
Drive visitors to a particular page on your site
Works very quickly
The CON’s of using PPC include:
Can be costly
No guarantee of turning clicks to sales
Other firms budgets may dwarf yours
Both of these methods offer advantages to a website looking to increase traffic on the site and a site has to decide which the best option for them is.
Did you know a massive 95% of Google’s revenue came from its advertising platforms? So if you’re thinking of getting started in Google AdWords or you’ve got an AdWords account already, you need to make sure that you’re not wasting money giving Google free money and you’re getting a good return from your account.
Take a look at a few PPC management models so we can look at ways to improve your account further and get you a better return on it.
The first one here is an option.
It’s no management at all. Google has a system called Google AdWords Express where you can quickly set up a small campaign yourself. But it is literally just set and run, so there won’t be any management involved in this option, and you’re likely to pay more for lower quality traffic than you would if you had a well-managed, optimized account. So not recommended, but it is an option.
The second one here is in-house or self-managed.
In-house, if you’re a medium or large company where you can allocate resources from an existing marketing department, for example, or if you want to hire somebody to do a Pay Per click management services specifically to manage your PPC account, then that’s an option, too. Self-managed if you’re a smaller business or a sole trader that’s done a bit of reading into Google AdWords management and wants to have a go yourself. The advantages of this obviously are less cost in terms of paying somebody to manage your account, and you can spend a lot of time on it if you’re a larger company as well. It’s good for a really large AdWords account.
However, when you’re using this option, you need to look out for a couple of things. The first one is to make sure that the person that you’re allocating to manage the account, or if you’re hiring somebody, has the relevant AdWords experience and ideally they are Google Partners qualified. This shows that they’ve understood the Google AdWords system, how to optimize an account, and are less likely to waste money, because the money you save through hiring somebody in-house could easily be lost through poor management of your account and wasting AdWords spend. Bear those factors in mind when you are hiring somebody in-house or if you’re allocating resources. It is a good option for medium and large businesses.
The third option here is fixed fee agency management.
This is quite a popular option. The benefits of this to a business is that you can easily plan your monthly outgoings because there’s going to be a fixed fee agreed, maybe through a contract or it may vary month to month. You know exactly what that management is going to cost you each month. So it’s good for accounting and keeping your outgoings to a minimum. The benefits of a fixed fee agency is you and the agency are both working towards the same goals. You want efficiency, so you want to pay as little as possible for the traffic and conversions that you’re getting. You also want to grow the account as well. With a fixed fee agency, there’s likely to be lots of transparency. You’re going to be sharing the same ideals, the same goals, and you’re going to be working towards a much better account because it improves the image of the agency managing it and it benefits your business as well.
The fourth one is performance based agency fees.
This is a good option if you wanted to use an agency but you want zero risk, you don’t want to pay anything upfront for that management. A performance based agency will only take their fees when they reach the agreed goals or any other performance based metric that you set them. It’s good if you only want to pay when you get a sale, for example. It’s beneficial in that way. However, there is quite a big thing to look out for with this. That agency may be targeting keywords, such as your brand name, which tend to convert a lot higher than they would for general keywords. So that makes their performance stats look a lot better, and obviously you’ll be paying for that brand traffic which you may have got organically already. They may not be focusing too much on expanding the account through targeting new keywords and growing the account to help grow your business as well. So look out for those issues with that one.
Then again with spend based, similar to performance, but the agency is only going to get paid when you accrue click costs through the AdWords system. This is good if you’re using AdWords to build your brand. You’ll only be paying the agency when they send traffic to your site. However, again, make sure that they’re targeting relevant keywords, because they could be choosing keywords that aren’t so relevant that are bringing in the traffic that you’re going to be paying them a fee for, but then when that traffic gets to your site, it may not be worthwhile.
In summary, in-house is good for medium and large businesses. If you’re a sole trader or a small business, you may want to have a go at managing it yourself. A fixed fee agency is good for most people looking to work towards the same goals, and they can plan their budgets in terms of who’s managing the account. Then performance based and spend based, ideal if you want zero risk and you want to use an agency, but you must make sure that you keep an eye on what they’re targeting and exactly where those goals and metrics are coming from.
Google pay-per-click, also known as PPC, is a way of advertising online. Many organizations and businesses have been using Google PPC to promote their businesses successfully on their own or by the help of pay per click management agency. However, over the years, it has become a difficult thing to handle.
Google can ban website is found using an ill-managed campaign
Though Google PPC gets hold of instant traffic in just a matter of few minutes, especially when you have an Adwords account, many users complain that Google Pay-per-click can cause “high blood pressure” because of its complicated rules. Getting sponsored search results is pretty difficult, and Google has made it even more difficult now. According to its regulations, if any website is found using an ill-managed campaign, Google can ban them instantly. This really eats away the patience, and creates ample amount of worry for its users.
Though it is a good way of marketing it tends to get a bit technical and tough when you try to put all your promotional tactics in one hat. Google PPC is not that cost effective, as compared to SEO. Large companies can think of using it, but when it comes to smaller business owners, investing money is not a piece of cake. Thus, with Google pay-per-click, your website marketing budget can be a big shocker.
Another reason that can be worrisome is that your site may work with PPC for a short period of time, but will disappear soon, losing its name. So, it is pretty risky to invest in something that may not give results in the long run. Instead, if you try SEO, it will constitute a long-term relationship and will ensure the name for your website is built up over time.
Google PPC is not enough
With Google PPC, you only get the ranking among search engines, which is not enough. As a business promoter, you need to gain good name and position among your clients, competitors, consumers, visitors, and also from potential prospects. Search engine rankings does not guarantee you better Public Relation building, and here is where it gets a bit tricky.
While using Google pay-per-click, all you focus on is to get people to click on your desired spaces. This can deviate you from content quality and better customer relationship building through the source of your website. So ultimately after some time, you will realize that it is causing you more loss than gain. Also, promotion seems much progressive when you get traffic at regular intervals, and your business tends to prosper.
Thus, it is more advisable that you use SEO or other tools as well for your marketing. Use Google PPC as part of your marketing strategy, but not your only one.