Pay-per-click (PPC) can be an excellent way to expand your search engine awareness about products or services in an early stage company and before the SEO and social media marketing tactical results kick in. But keep in mind, as the Internet has matured, so has the cost of pay-per-click advertising. The more viewers/listeners/readers, the more it costs to reach them, so it’s important to know when and when not to use pay per click ads.
PPC is good when you need to supplement key words that are harder to optimize. As an example, the word “antivirus,” which is a popular and hard to optimize key word, could be part of a PPC campaign. The goal however, in many cases, is to raise the bar on the traditional SEO results, and eventually reduce the amount of money spent on PPC. Because if you quit paying for PPC, the visibility goes away completely, whereas if you stop doing traditional SEO, it’ll take awhile for the page results -- where you are on the first pages of the search engines -- to diminish.
PPC is also good when doing targeted regional market rollouts. I recently did an online media plan for one of MarCom Broadband's clients known as Dogtor Paco, with new mortgage payment calculator technology. I like the fact that online newspaper classified advertising in large regional markets, such as the Los Angeles Times online real estate advertising, seems to be cost effective, but the one I really like is CitiSearch because it offers a no risk pay-per-performance (PPP) model - and the fact that it offers a national scope - with ads that run on its partner channels as well.
Companies definitely need a budget for PPC. It’s a day to day tracking experience requiring a lot of time, and in our experience, measurement for results is an essential key component. Often times campaigns require “tweaking” and adjustments before they work. Measurement for results is an essential key component.
On the other hand, an excellent way to expand awareness about your products and services, and to provide link backs to your website is via article submissions, PRWeb, PR Newswire, and a number of free online wire services.
According to Arbitron, 27 million Americans have listened to a podcast, or online radio and TV which has become very popular. Early adopters in any category are going to benefit from this. I recently did a podcast tour for my healthcare client and she’s already done three interviews. The beauty is that they provide links right back to the most popular pages on their website. In fact, check out our client http://www.bigmediausa.com/ provides this service.
In the end, the more content you have on the Internet with your key words, the better chance you will have to attract communities of people searching for your topic.
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