The information below has discouraged many from entering the search game —
A big mistake.
The internet can position a company in a superior financial position.
In the next few lines, I’ve tried to explain as best and as fast as I can the search game. If you have any questions, I will answer. However, in most cases, we are not providing any of the below services.
Both Pay-Per-Click and organic placement should drive prospects’ traffic to the website and deliver new leads or sales.
The question is – should you invest in organic traffic (SEO) or pay-per-click?
What is Organic visitor/traffic?
-What is Organic visitor?
- The first 4 listings and the last 3 listings on the search page are ads. Pay-Per-Click ads. You will see the ‘ad’ note at the top left of each listing.
- All the listings in between the top and bottom ads are organic placements.
- A click from another site is a referral, “link building” strategy. Not as a result of the organic placement. Links are essential for the organic position.
Social media ads target a defined audience – not searching, ready to act-consumers.
Organic placement
What places a website on the first page?
There are many factors – two specific ones are essential.
- The number of visitors
- User experience.
If 10 visitors entered the site at 11:30 am and left after 10 seconds, the report will say: the information is not relevant to the user search or the site is not up to date.
The outcome will be- No use in sending the next user the site. Drop the position.
A visit should be 1.5 minutes or longer. Percentage of the website visitors should engage, buy, call or enter contact information.
Conclusion: A website needs to be rich with quality content and topics that respond to users search inquiries, be up to date and project energy.
Because there is room for 10 organic listings on the search page, to get a respectable placement position you need to invest time, money and a better strategy than the rest of the competing companies.
Pay-Per-Click
When users land on Google, Yahoo, or Bing and click on any of the ads, each click has a dollar value — demand manages the dollar value of each click.
Example: A user searches for “Paperless Business Card”. We like to be on top of the search page because of what Paperless cardholders says, “The interactive business card delivers what paper business cards can’t – for pennies a day.”
We place a bid to win the first or second place on the search page, get visitors and ease their process of engaging new prospect and customers.
Limiting the click cost
Setting a maximum bid for a click is a common practice. If a competitor is willing to pay more, they will obtain a better position on the page.
Why can they pay more? It’s a question you must answer yourself.
The reality is a continual bidding rule determines the click cost and ad placement.
The results are almost immediate, within 36 hours.
Do not misunderstand. Clicks to the site is a visit. Not leads or clients. That means you are buying visitors. From the visitors, you need to fish clients.
By the way- is that why we call it – InterNet Or Website
- You throw a big Net to get visitors.
- Then you spin a Web and gain a client.
The site needs to engage the prospect to produce a sale or lead.
Conclusion: Look at Pay-Per-Click as a virtual salesperson – not a Sales Closer.
A click is ONLY a visit — not a lead; it can be a sale if the site offers products. The website needs to be relevant, energetic, and inviting to produce a lead or sale.
- Results are fast.
Organic Versus Pay-Per-Click.
- Short-term: Pay-Per-Click.
- Objective: Increase Traffic. Drive leads, sales, and market study.
- Long-term: On-Going Organic efforts
Pay-per-click Focus:
- Study headlines and various text copy.
- Optimize the website for sales or leads.
- Study the customers and the source of traffic.
Organic Focus:
- Work on SEO using the winning keywords from the PPC study.
- Start with Organic positioning.
- Don’t rush. It’s a slow process.
Organic Reminder
To see the results, it takes time. It based on the competition and their online activity. No one man or company can guarantee that time. They are not the search engine.
Pay-Per-Click Reminder
Delivers instant results.
Investment Capital
Many ask what should be the budget for Pay-Per-Click?
My answer is always the same:
Unlimited.
How can I have an unlimited budget?
- Because, if the ads deliver customers, why stop it?
- If we experience clicks with no customers, why spend $1 extra? Stop and find the source of the problem.
Important Note: If you create traffic you can improve your website. There is no need to improve the website if there is no traffic.
Organic Placement Cost
Each service quotes differently. I’ll start as low as possible until some measurable progress shown. I will not begin SEO before gathering data from a Pay-Per-Click campaign.
Conclusion:
Pay-Per-Click does not compete with organic. They support each other. Both strategies are excellent methods for bringing visitors. Neither method promises leads or sales.
How to start is the real question:
The starting point may change based on the business category.
1. Test Social Media ads.
a. Spend the minimum: Test how people respond to headline.
b. Edge- Microsoft
2. Test headlines and test copy on the search network
Optimize the website for leads or sales.
3. Google
When you feel ready to join the big league. Google is a lot more expensive but generates a lot more traffic.
Your site needs to be optimized – otherwise, Google takes your money fast.
