Looking at two of the ways of promoting your company using Online Marketing in terms of their positive and negative aspects may help you to decide which method to use for your own company.
Firstly we will consider the pay per click method, a way of ensuring that you are visible to the people searching for your selected keywords by paying for a Search Engine Placement in the sponsored links section of the search results page. This system has a number of positive attributes. The biggest is the speed at which results are provided. To set up a campaign like this takes less than an hour and within one week you will have some very valuable information about how it is going. Visitors to your site will grow immediately and as long as you are selling what the searcher understood that you were selling from your pay per click ad your sales should follow not far behind.
Another great aspect of the pay per click method is that if you do happen to get something wrong, say in the selection of your keywords, it is noticeable very quickly. You can spot in a matter of days that although you are getting lots of clicks through to your website no one is purchasing anything. This will prompt you to reconsider your campaign before too much money has been chucked down the drain. It is possible with pay per click to limit your budget and therefore plan financially knowing that you will spend no more that the maximum you yourself have chosen.
On the down side it can still work out very costly as enquiries (clicks) go up, so too does your bill, whereas the cost of other forms of advertising remains constant no matter how many customers it brings. Also there is proven information that shows that organic Search Engine Placement listings attract ten times the number of clicks that pay per click do, suggesting that a lot of searchers would prefer not to use them.
Now taking a look at Search Engine Optimization we can see a much slower process. As it is organic or natural it generally takes a matter of weeks before any advancement is made and then as the clients website slowly climbs to page 1 the sales start to increase steadily over the following period. This is absolutely no quick fix. Another problem with it, unlike pay per click, is that because of it’s speed, if you do get the keywords slightly out at the outset you will have wasted a lot of effort before you actually spot the error. This is one of the reasons why getting some professional advice from a SEO Company may well be a cost effective idea.
On the up side if you do have an ongoing sales company the effort and the wait is absolutely worth it. The costs from the search engine optimization company, after an upfront fee are normally a small amount, say £15 per week for every keyword that reaches a search engine placement ranking on page 1. Bearing in mind the increased number of customers to your site from the organic listing this works out far far cheaper than pay per click.
So overall it seems that pay per click is excellent for immediate business and for one off sales. Whereas Search engine optimization would seem to lend itself to the online marketing of steady medium to long term business.
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