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Organic Search vs. Paid Search (PPC)
Search Engine Traffic - Paid vs Unpaid.
My experience tells me that businesses tend to focus on either organic, natural search (the original SERPs)or paid search (i.e., pay per click, such as Adwords from Google. For some reason they don't seem to want both, which I think is the ideal situation. Organic can be cheaper and higher converting, paid can be quick and more responsive, and more targeted.
||Less visible on right
side, except ads that
appear above natural
||Minutes or hours
||Depends on competition and how savvy they are
||Depends on competition and how much they are willing to bid
||High if well positioned
||High if lots of keywords
||Can be high
PPC ads may be the only way
to get good traffic to your site initially. have optimized your
website to rank high in natural search for the keywords important
to you. The big advantage of PPC advertising is speed. A Google campaign can be running in minutes. Yahoo! Search Marketing has to approve your ads and
keywords so there can be up to days of delay.
Natural search generates fairly good traffic at a
low cost. And people view natural search results as more trustworthy than the paid ones, so they convert at a higher rate. However, paid search is very valuable when it comes to finding out what terms people use to find you so a PPC campaign may be a good precursor to your organic SEO.
There are many companies around who are very tunnel visioned about PPC as the best way to bring visitors to your site. They also want to manage your PPC campaigns and charge 10-20% of the spend! So it is in their interest to promote PPC over organic SEO. And some of them do a very good job.
PPC requires that your products be priced to make the advertising a small enough cost to be absorbed. You should also set up landing pages so that the visitor who clicks on your ads gets straight to what they want.
PPC may be superfluous if you are ranked highly for the key phrases that most of your prospects would use.
The following is from Dr Ralph Wilson's site:
However, the only way you'll know whether or not paid search will
help build your business is to give it a fair test for two or
three months. It may take several weeks to get your ads and
keywords working optimally. If you haven't used split-testing
software to optimize your landing pages, your results won't give
you a true picture. (See my books How to Optimize Your Landing
Pages Scientifically and How to Develop a Landing Page that Closes
the Sale). But if you've followed best practices in setting up and
running a paid search campaign and you're still not getting the
results you need to be profitable after two to three months, then
and only then is it time to pull the plug.
Ad Display Over Time
In Adwords, you can specify that your ads are shown evenly over time, or accelerated which means they are shown as quickly as possible. This may explain why sometimes ads don't appear when you enter your keywords.
The same choice is available in Microsoft Adcenter. They say:
What is Average Participation Rate (Average PR)?
You can use the new Average PR to more accurately determine your ad delivery. The Average PR feature shows you a percentage, from 10-100%, that helps to indicate how often your ads will have the possibility to be displayed during the month on relevant keywords. The higher your Average PR, the more likely your ads will show, and the more likely it is that you are meeting your target spend level. The lower the Average PR, the less likely your ad will show, since you are exceeding your target budget and ad delivery has slowed down to evenly distribute throughout the month.
www.giveppcthefinger.com It talks about pay per action (opting in, filling out a form, etc) rather than paying per click.